Spaceship success points to value of digital


By Leanne Abbas

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The success of new technology-focused super fund Spaceship at enticing generations X and Y to invest proved that digitally focused methods worked when it came to engaging young people in their super, according to Tria Partners.

A new post on the group’s blog, Trialogue, revealed that Spaceship claimed to have engaged and acquired 2000 super customers by targeting them digitally using a technology-driven investment process.

Furthermore, the blog revealed the new fund has more than 20,000 customers on a waiting list to join, having secured assets totalling $60 million before its official launch.

The Trialogue suggested Spaceship’s broad digital campaign made up of engagement and lead generation also had Mike Cannon-Brookes, co-founder of software company Atlassian, and his compelling technology-led story, at its forefront.

The super fund has worked to target and engaged its customers through the use of social media, the fund’s blog and meet-ups, which are also organised digitally, the group said.

“The first lesson is clearly engagement. Spaceship appears to have proven that direct superannuation customers can be located, targeted, engaged and (perhaps less certainly) acquired directly through digital channels , effectively selling those customers a solution to a problem they probably didn’t know existed,” the Trialogue stated.

Spaceship used social media to reach direct super customers with channels like Facebook, and told a compelling story about investing in technology to attract younger fund members, Tria stated.

The fund further utilised social media by including technology-related content on its blog, The Dish, and orchestrating regular meetings for customers at its offices through online platform meet-ups.

“The lesson here for super funds, platforms and asset managers is clear: it is possible to engage the unengaged – but this requires a whole new approach,” said Tria.

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