Australian data analytics specialists signs large super funds

With a combined membership of over four million accounts, AustralianSuper, Cbus, HESTA and Hostplus are major players in the superannuation sector.

The industry funds have now signed agreements with data specialist Empirics to access its MarketSuite platform, providing data integration and analytics, campaign management and social listening tools.

Empirics is owned by Link Group, and the door was opened to this deal when the group acquired the funds’ administrator, Superpartners, in December 2014.

The suite of analytics tools will provide the funds will the ability to better target, understand and predict member behaviour.

“The MarketSuite platform is improving member engagement, enabling funds to segment membership, analyse and predict member behaviour and provide a more targeted and relevant experience for members more than ever before,” said Darrell Ludowyke, chief executive officer, Empirics.

Empirics now provides data visualisation, analytics and communication services to 25 major super funds in Australia, together representing nearly 10 million super fund members.

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