Retirement
Rest launches Retire Ready digital experience to empower members approaching retirement
Retirement
Rest launches Retire Ready digital experience to empower members approaching retirement
Rest, one of Australia’s largest profit-to-member superannuation funds, has unveiled a new digital experience aimed at making retirement preparation simpler and more personalised for its members.
Rest launches Retire Ready digital experience to empower members approaching retirement
Rest, one of Australia’s largest profit-to-member superannuation funds, has unveiled a new digital experience aimed at making retirement preparation simpler and more personalised for its members.
The Rest Retire Ready experience streamlines how pre-retirement members can access the fund’s tools, services, and educational content, helping guide them towards support tailored to their needs. The launch is accompanied by a new brand campaign designed to highlight how Rest is supporting Australians over 50 as they prepare for retirement.
Rest’s Chief Member Officer Simone Van Veen said the Retire Ready experience was developed in collaboration with the fund’s advice and superannuation specialists, following direct member feedback. It forms part of Rest’s broader strategy to help members achieve the best possible retirement outcomes.
“At Rest, our more than 2 million members are at the heart of everything we do and we’re focused on understanding their unique situations, while supporting them to reach the future they see for themselves in retirement,” Ms Van Veen said.
“While we are the number-one fund for young Australians at the start of their working life, we also represent around 350,000 members aged 50 and older. This makes us a top-10 fund for members nearing or in retirement.”
Ms Van Veen said Rest’s research showed many members find preparing for retirement daunting, particularly when balancing cost-of-living pressures and caring responsibilities.
“Our members tell us they don’t always know where to start when it comes to preparing for retirement and it should be simpler and more relevant to their individual circumstances,” she said.
“When we stand in our members’ shoes, we know planning for the future can feel complex. Knowing where to start can often seem daunting. Rest Retire Ready is designed to provide that gateway into a deeper retirement conversation.”
Accessible via Rest’s website, the new experience invites members to complete a short digital questionnaire that curates personalised recommendations from Rest’s library of articles, videos, podcasts, webinars, calculators, and digital advice tools.
“This new digital journey is all about putting the unique needs of our diverse membership first – offering tailored guidance and connecting members to the right support at the right time,” Ms Van Veen said.
“We’ve designed this experience to be flexible, accessible, and based on real member feedback. Through this experience, we are aiming to empower our members to make confident decisions for their future.”
The Rest Retire Ready platform can also connect members with Rest’s three-layer advice model, which includes educational resources and calculators, digital intra-fund advice, and personal advice from phone-based advisers.
Rest’s digital advice tools are now used around 30,000 times each year — representing about 85 per cent of all member advice interactions. While younger members make up the largest group of users overall, older members are the most engaged users on a per-member basis.
The launch is supported by a retro-themed campaign that draws on nostalgia and confidence to inspire members to take positive steps towards a secure retirement. Rest said further enhancements and advice integrations are planned as part of a phased rollout.
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