The $13 billion industry fund will bypass employers, directly targeting consumers with a new online service.
Sunsuper has intensified its member acquisition, launching an online facility that allows people to directly sign up with the fund.
Potential members will no longer need to go through their employer in order to join the fund.
"We want to encourage people to be more proactive when selecting a super fund, and take control of their investment decisions instead of relying on their employers to do it for them," Sunsuper chief executive Tony Lally said.
The service has been operating for a week and to date, 270 new members have joined the fund.
The fund garnered more than 100,000 new memberships in the last financial year, according to Lally.
"We anticipate our new online service, which makes signing up faster and easier, will attract even more people to our fund," Lally said.
Websites including Facebook and Seek will be used to promote the online service.
The fund will also encourage employers to promote the service to their employees.
"The online service also has benefits for employers. It is a more efficient way for them to encourage their employees to join the fund," Sunsuper general manager of marketing Teifi Whatley said.
In Part 2 of our exclusive series, we ask leading names to nominate their best investments, the most effective industry group and the importance of platforms.
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