HUB24 Records Higher Inflows Than AustralianSuper

HUB24 has emerged as a standout performer in Australia’s superannuation market, recording stronger competitive superannuation inflows than major industry funds such as AustralianSuper. The results highlight the growing role of adviser-led platforms in attracting member inflows, particularly from Australians actively making decisions about their retirement planning and savings.

Recent superannuation news indicates that HUB24 has captured the highest level of competitive inflows among superannuation providers, exceeding those recorded by large industry funds and reinforcing the shift in member preferences toward platforms offering greater flexibility and personalised advice.

Why HUB24 Is Attracting Higher Inflows

The inflow results reflect a broader structural change in how Australians engage with their superannuation:

Adviser-driven engagement: HUB24 benefits from strong integration with licensed financial advisors, who play a central role in helping clients—particularly those approaching retirement—navigate investment choice, tax strategy, and income planning.

Greater investment choice and control: The platform offers a wide range of investment options and structures compared with many traditional industry funds, making it attractive to members with larger balances or more complex financial needs.

Appeal to active decision-makers: While industry funds continue to receive substantial compulsory employer contributions, HUB24 has been especially successful in attracting intentional inflows from members who are actively choosing where to hold and manage their superannuation.

Industry Funds Under Scrutiny Over Advertising and Member Outcomes

At the same time, several large industry superannuation funds have faced increasing scrutiny over significant advertising and sponsorship expenditure, raising questions about whether these costs deliver measurable value to members.

Industry commentators and regulators have previously highlighted concerns that extensive marketing campaigns—often funded from member balances—may not align with members’ best interests, particularly when compared with spending on service delivery, advice access, and retirement support.

While funds such as AustralianSuper remain dominant in terms of total assets under management, the debate has intensified around how effectively advertising-driven growth translates into improved member outcomes. This scrutiny has coincided with growing inflows into adviser-aligned platforms, where engagement is typically driven by personalised guidance rather than mass-market promotion.

Other platforms, including Netwealth, have also reported strong inflows, further underscoring the shift toward advice-centric superannuation solutions.

What This Means for Super Members

The inflow trends suggest that many Australians—particularly those nearing retirement—are increasingly prioritising tailored advice, transparency, and control over brand recognition alone. As awareness grows around fund costs, advertising spend, and retirement adequacy, members appear more willing to actively reassess where their superannuation is held.

As competition for member inflows intensifies, platforms that combine financial advisor support with flexible investment structures are likely to continue gaining ground alongside ongoing scrutiny of how superannuation funds deploy member money.