Overview

With legislative changes on the horizon banning the process of “stapling” new employees to a preferred Super Fund, the Super industry is on the verge of a major shakeup.

Formerly Local Government Super, Active Super was born as a result of these changes and the resulting increase in competition in the market.

Deepend worked as part of the broader Super Agency Collective, translating brand assets and language into a digital experience designed for a broader audience.

The team consolidated content, built a modular Kentico platform, integrated live fund performance data and established an attribution strategy to support progressively more personalised journeys.

The Challenge

Active Super was created as Local Government Super repositioned for a more competitive superannuation market. The new brand needed to appeal beyond its traditional member base while meeting the security and regulatory expectations of a financial institution.

The existing content estate was also large and complex, with around 500 pages that needed to be rationalised and refocused around member value.

The Opportunity

A new digital platform could bring the Active Super brand to life, simplify content and create a stronger foundation for segmentation, attribution and personalised member journeys.

What We Delivered

• UX and UI design
• Digital brand implementation
• Content strategy and consolidation
• Language system for clearer superannuation communication
• Kentico CMS implementation
• Modular page and template architecture
• Security architecture aligned to APRA requirements
• HiCharts integration for live fund performance data
• Attribution modelling strategy
• Segmentation and personalisation foundations

Impact

• 40% reduction in page load time
• 20% increase in usage among the key 25-34 age group
• Considerable gains in owned and earned media referral traffic
• Content estate reduced from around 500 pages to approximately 150

Problem & Insight

The challenge was to reposition a superannuation brand for a broader audience without losing the credibility, security and clarity expected in financial services.

Deepend also needed to reduce content complexity so the platform could focus more clearly on what users valued most.

Strategy & Experience Design

The site used the new Active Super design system while extending it into a more conversational digital language.

Superannuation content was presented in a more human and colloquial way without oversimplifying the subject matter. The information architecture and content strategy reduced duplication and concentrated attention on higher-value content.

Technology & Delivery

The website was built on Kentico CMS, giving administrators a highly modular system for page and template construction.

The technical architecture accounted for APRA-related security requirements around data storage and display, while HiCharts integration enabled live fund performance data.

An attribution modelling strategy was also incorporated to support increasingly segmented and personalised journeys over time.

Results

The new platform reduced page load time by 40% and increased usage among 25-34-year-olds by 20%.

The launch also generated considerable gains in owned and earned media referrals, while the streamlined content estate and modular architecture created a stronger foundation for ongoing personalisation and performance improvement.

Frequently Asked Questions

How did Deepend improve Active Super’s digital experience?

Deepend redesigned and rebuilt the Active Super platform around clearer content, modular page construction, live fund data and a more conversational digital brand. The new site also created the technical foundation for segmentation and personalisation.

What results did the Active Super website redesign achieve?

The new platform reduced page load time by 40% and increased usage among the key 25-34 age group by 20%. The launch also generated considerable gains in owned and earned media referral traffic.

How much content was reduced on the Active Super website?

Deepend consolidated the content estate from around 500 pages to approximately 150, focusing the experience on content areas with greater perceived value to members.

What technology powers the Active Super website?

The site was built on Kentico CMS, with a modular architecture for flexible page construction. HiCharts was integrated to display live fund performance data.

How does the Active Super platform support personalisation?

The platform includes an attribution modelling strategy and a modular technical foundation designed to support increasingly segmented and personalised user journeys as the site evolves.