An Australian super fund wanted to level up its mobile app experience to better connect with its members and support its digital transformation goals. Facing rising operational costs and growing member expectations, the fund partnered with Avanade to reimagine its mobile platform. In just nine weeks, a strategic roadmap and proof-of-concept app were developed, introducing features like Single Sign-On, a new Help Centre and easier account tracking. The results? A major boost in member engagement, plus stronger growth in funds under management. By modernising the mobile experience, the team set the foundation for a broader digital-first strategy — without losing the personal touch that matters most to its members.

This leading Australian wealth management firm sought to modernise its mobile app customer experience. Leaders wanted to enhance member engagement and support its long-term digital transformation goals amid a highly-regulated environment. Specifically, the refreshed mobile app needed to be the cornerstone of the firm’s brand campaign, positioning it as a digital-first – but not digital-only – service provider. Managing a superannuation/pension fund of this scale presents unique complexities, including regulatory pressures and increasing costs for member services. The firm recognised its existing mobile platform was not equipped to keep up with evolving member needs nor the organisation's digital ambitions.

Members were facing challenges with app navigation, limited features and a lack of self-service options, leading to higher operational costs, particularly in the contact centre. To remain competitive and deliver on the promise of a streamlined digital experience, the firm needed a clear strategic approach for its mobile platform modernisation. The goal was to develop a future-state mobile app that would set the foundation for digital initiatives. The wealth management firm turned to Avanade to help craft a comprehensive roadmap and technical architecture that will drive significant value both for members and the business.

Our approach involved a rapid, nine-week discovery phase to assess the current state of the mobile platform. We collaborated to develop a detailed interim architecture design and delivery roadmap. This included comprehensive business value documentation to ensure alignment with the firm’s strategic goals.

A key component of the solution was the development of a proof-of-concept (POC) mobile app showcasing potential new features and functionality. This also helped identify and address technical complexities early on, particularly those related to authentication. Additional features and improvements in the updated app include:

• Single Sign-On (SSO): Allowing seamless access to the app without requiring multiple logins, reducing bounce rates and improving user retention.
• Help Centre: Enhancing self-service options for members by providing a comprehensive help section.
• Balance over time: Designed to help members visualise contributions and understand the value growth toward retirement.
• Redesigned transaction views: Facilitating customers’ understanding and tracking of account activity.

The solution emphasises scalability, with the potential for integrating the mobile platform into a broader omni-channel experience, including web and other digital touchpoints.

Our partnership led to a clear and actionable architecture for the firm, navigating the complexities associated with how to progress its mobile platform modernization. We supported the team on its “digital-first, but not digital-only” ambition — setting the foundations for the future mobile strategy.

The revamped app delivered measurable outcomes:

• Increased member adoption: The improved user experience, powered by new features like SSO and self-service options, led to a significant boost in member engagement.
• Cost savings: Operational efficiencies were achieved through reduced reliance on contact centre support, with cost savings equivalent to the workload of up to eight full-time employees (FTEs). And, the app’s new self-service features and easier navigation cut down on member inquiries, freeing up resources and allowing the firm to focus on more complex service needs.
• Funds under management growth: The enhanced mobile app contributed to improved member satisfaction, driving higher retention rates and growth in funds under management.

By guiding the wealth management firm to define a program stream, and under tight constraints at that, we accelerated the execution of the mobile platform modernisation. We helped ensure that future initiatives – such as web platform enhancements – are seamlessly integrated into the broader digital strategy, supporting the firm’s digital ambitions amid the rapidly evolving financial services landscape.

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