> Digital Transformation & Strategy
Exploring the shifts redefining business and brand impact
> Human & Machine Experience Design
Showcasing the craft of seamless, scalable user experiences
> Intelligent Platforms & AI Systems
Decoding complex innovations and their practical potential
> Content, Marketing, Visibility & Analytics
Unlocking value through insight-driven storytelling
> Digital Transformation & Strategy
Exploring the shifts redefining business and brand impact
> Human & Machine Experience Design
Showcasing the craft of seamless, scalable user experiences
> Intelligent Platforms & AI Systems
Decoding complex innovations and their practical potential
> Content, Marketing, Visibility & Analytics
Unlocking value through insight-driven storytelling
Designing Human and Machine Experiences for Australia’s Leading Member Organisations
Designing and delivering trusted digital services for communities and stakeholders
Empowering mutuals, health funds, super funds, associations, and not-for-profits with member-led digital experiences that strengthen engagement, reduce cost-to-serve, and build long-term trust.
Deepend partners with member-based organisations across the full digital lifecycle - from strategy and experience design through to platform delivery and AI integration. We design and build digital services that help members feel understood, served, and valued.
Our team understands the governance obligations, regulatory constraints, and member expectations that shape how digital platforms are built in this sector. We deliver clarity and confidence without adding complexity.
Trusted by organisations including Teachers Health, Active Super and Westfund, Deepend brings 25 years of member-sector digital experience to every engagement.
Proven in Member Sector Environments
Deepend has delivered complex digital programmes for member-based organisations across health, superannuation, and not-for-profit sectors - creating measurable improvements in acquisition, engagement, and operational efficiency.
Teachers Health Fund - Doubling Online Revenue Through Member-Centred Design
Australia's largest industry-based health insurer engaged Deepend to redesign their primary digital revenue channel. Using a combination of qualitative member research and quantitative data analysis, we redesigned the online quote and conversion journey to remove friction and build confidence. The result: online revenue doubled. Ongoing data-driven optimisation has continued to improve conversion and media efficiency across all member cohorts.
Active Super - AI Churn Prediction
Deepend worked with Active Super to explore whether generative AI could address one of the toughest challenges in superannuation: predicting member churn before it occurs. We built a custom data pipeline and LLM-powered model that analysed member sentiment signals across existing data sets. Initial churn prediction accuracy exceeded targets by 5% in round one testing, rising to 75% accuracy after subsequent refinement - enabling targeted, personalised retention communication at scale.
Active Super - Personalisation and Platform
We delivered Active Super's full digital platform rebuild - consolidating 500 pages to a focused 150, building a composable technical infrastructure for segmentation and personalisation, and implementing attribution modelling to drive increasingly targeted member acquisition. Audiences in the 25–34 year bracket grew by more than 20% following launch.
Westfund - Platform Upgrade: Future-Ready on Umbraco 13 LTS
Challenge: Westfund's existing Umbraco CMS version was approaching end-of-life - exposing the organisation to growing security vulnerabilities, loss of vendor support, and the risk of costly downtime across both their corporate website and member joining tool. Staying on an unsupported platform was no longer a viable option.
What we did: Deepend built a clear business value case and phased upgrade roadmap to migrate Westfund to Umbraco 13 LTS. We conducted a deep-dive analysis of every CMS module across the website and joining tool - mapping dependencies, identifying what needed rebuilding, adapting, or retiring, and sequencing delivery to eliminate downtime risk. Rigorous test planning across all inputs, outputs, and success criteria was built into every stage of execution.
Outcome: The upgrade was delivered on time and 10% under budget. Zero downtime and zero defects at launch. Westfund now operates on a stable, secure, and future-ready platform with 18 months of continuous bug and security updates under LTS - plus measurable performance enhancements and expanded CMS customisation capability.
What We Do for Member Organisations
Strengthen member engagement, modernise digital platforms, and reduce operational costs across the full member lifecycle.
Member-based organisations face a defining challenge: delivering personalised, frictionless digital experiences to a diverse membership base, within strict governance and compliance constraints. Deepend brings a member-led, lifecycle-based approach that helps organisations move faster, serve better, and demonstrate measurable value.
Our capabilities include:
- Member experience strategy and journey design across acquisition, onboarding, and retention
- Website, portal, and platform design and development - built around member needs
- AI-powered self-service tools, chatbots, and intelligent search to reduce cost-to-serve
- CMS and DXP platform modernisation, including composable and headless architecture
- CRM, marketing platform, and data system integration for personalisation at scale
- UX research, accessibility-led design, and continuous optimisation
Outcomes we deliver:
- Increased member acquisition and conversion - through clearer, faster digital journeys
- Improved engagement and retention - through personalised, relevant experiences
- Reduced cost-to-serve - through self-service, automation, and AI-assisted support
- Greater operational efficiency - through modern platforms and integrated data systems
Challenges Facing Member-Based Organisations
Rising member expectations
Members now expect digital interactions that match the speed, simplicity, and personalisation of consumer apps
Member churn & disengagement
Organisations struggle to identify at-risk members early enough to intervene effectively
Legacy platform debt
Fragmented CMS, CRM, and data systems create inconsistent experiences and slow the pace of change
High cost-to-serve
Call centre and manual service demand remains high when digital self-service channels fail to meet member needs
Accessibility & compliance obligations
WCAG standards and sector-specific regulatory requirements add delivery complexity
Limited capacity to experiment
Internal teams are stretched, making it difficult to test and iterate on new digital approaches
How We Help Member Organisations
Improve Member Engagement
We design intuitive, accessible digital experiences that help organisations attract, onboard, and retain members more effectively
- Member journey mapping and UX research across all lifecycle stages
- Website and portal redesigns grounded in member needs and data insights
- Self-service tools and personalised content experiences that reduce friction
- AI-enhanced engagement - personalisation, intelligent recommendations, and proactive outreach
Modernise Digital Platforms
We help organisations move beyond fragmented legacy systems to integrated, scalable digital infrastructure.
- CMS and DXP platform selection, migration, and implementation
- CRM and marketing platform integration for segmentation and personalisation at scale
- API, middleware, and headless architecture for composable, future-ready platforms
- Cloud-native development and secure, scalable infrastructure
Reduce Cost-to-Serve with AI & Automation
We help organisations apply AI and automation practically - in ways that improve member outcomes and reduce operational pressure.
- AI-assisted member support and conversational AI chat experiences
- Intelligent search and knowledge systems that surface relevant information faster
- Churn prediction modelling using AI to identify at-risk members before they leave
- Workflow automation and service journey optimisation
Platforms and Capabilities
Deepend works with secure, scalable digital platforms proven in member sector environments. We have deep experience implementing Squiz, Umbraco, Kentico Xperience, Sitecore, and composable DXP architectures suited to the personalisation, data integration, and governance needs of member organisations.
Our platforms integrate with CRM systems, member management platforms, marketing automation tools, and legacy data infrastructure. All front-end delivery meets WCAG 2.2 AA accessibility standards as standard practice.
Where AI and data tools are introduced, we apply them responsibly - with transparent logic, human oversight, and governance frameworks that satisfy board and regulatory expectations. Data sovereignty and security requirements are built into every architecture decision.
Why Deepend
We are not a generalist agency. We are a customer-led technology business with 25 years of experience designing and delivering digital platforms for member-based and regulated-sector organisations.
- Deep understanding of member sector dynamics - from health funds and super to associations, mutuals, and not-for-profits
- Proven ability to translate member research and data into digital experiences that convert, retain, and reduce cost-to-serve
- Equal strength across strategy, UX, engineering, and AI - a full capability without the overhead of a large consultancy
- AI applied responsibly - with governance frameworks, data transparency, and human oversight built in from the start
- Certified B Corp - committed to ethical, purpose-led technology that aligns with the values of member-owned organisations
"We give member organisations control without complexity - and the evidence to demonstrate the value of every digital investment."
Chris Crammond - Managing Partner
Our Experts
Hamilton Jones, Head of Strategy, Transformation & CX
Eddie Brook, Head of Communications
Chris Crammond, Managing Partner
FAQ's
What digital services does Deepend offer for member-based organisations?
Deepend offers member experience strategy, UX research, platform design and development, AI integration, CRM and marketing platform integration, and ongoing optimisation. Services are designed specifically for health funds, superannuation funds, associations, mutuals, and not-for-profits.
What platforms does Deepend build on for member organisations?
Deepend builds on Squiz, Umbraco, Kentico Xperience, Sitecore, and composable/headless DXP architectures. All platforms are integrated with CRM, member management, and marketing automation systems.
How has Deepend improved member acquisition and retention?
Deepend doubled online revenue for Teachers Health through UX redesign of the quote journey. For Active Super, Deepend built an AI churn prediction model reaching 75% accuracy, and delivered a platform rebuild that grew the 25–34 member cohort by over 20%.
Does Deepend meet WCAG accessibility standards?
Yes. All Deepend front-end delivery meets WCAG 2.2 AA accessibility standards as standard practice.
Is Deepend a B Corp?
Yes. Deepend is a certified B Corp, committed to ethical, purpose-led technology aligned with the values of member-owned organisations.
Proud member of the Deepend Group:
