Superannuation

---

 When regulatory changes required adjustments to default insurance settings and fee structures, the fund faced a major communications challenge. Members were unsure about what was changing, why it was happening and how it would affect them personally. The complexity of the updates created widespread confusion, and call-centre staff were overwhelmed as queries and complaints spiked. 

Many members opted out of cover or lapsed their policies because they didn’t fully understand the implications, and retention rates began to suffer. Internally, operational teams were struggling to manage a patchwork of updates across email, SMS and the member portal, with no consistent voice or format. Compliance teams raised concerns about documentation, demanding clearer, more transparent artefacts and a robust audit trail to reduce regulatory risk. The result was not just increased pressure on staff, but also a loss of confidence from members during a critical transition period. 

 Using our Impact Framework, we completed a rapid audit of all member communications touching insurance and fee changes, including letters, emails, SENs, PDS updates, portal copy and FAQs. We re‑designed the end‑to‑end journey with plain‑language content, consistent terminology and a visual hierarchy that highlighted “what’s changing” and “what to do next.”

We then built templated, data‑driven messages in the CCM platform across print, email, SMS and in‑app channel. With dynamic personalisation and accessibility built in from the start. To support compliance, we introduced a central approvals workflow and artefact pack including change logs and version control. Finally, we launched a self‑serve microsite with interactive FAQs and calculators, supported by targeted reminders.