Helping Australians get financially fit for retirement

With the cost of living crisis in full swing, many Australians over 50 were feeling the pressure – uncertain about their financial futures, worried about their retirement savings, and lacking confidence in their super. In fact:

  • 85% of pre-retirees were seeking more certainty about their financial future.
  • 42% did not feel well prepared for retirement.
  • 51% were worried they didn’t have enough money.

MLC needed to support this vulnerable audience at scale – but with limited resources and the high stakes of retirement planning, how could they break through inertia and drive meaningful action?

Scope of work

  • Strategy

  • Customer journey

  • Printed workbooks

  • Digital workbooks

  • eDMs

  • Social – feeds and story

  • Digital display

  • Website landing page

Did you know
Did you know

The idea

We developed MLC SuperFit – a milestone-based, self-guided financial fitness program inspired by the behavioural techniques used in health and wellness apps. Just like a personal training plan, SuperFit empowered members with the knowledge and tools to build their financial wellbeing step by step – starting at age 50 and continuing to 65.

Five education programs
Five Programs

A milestone-based automated journey

SuperFit was delivered as an automated digital journey using email, SMS, app notifications, and the secure MLC portal. Each member received a self-guided interactive workbook at the relevant age, packed with:

Actionable steps tailored to their financial stage

Tools including calculators, checklists, videos, and questionnaires

Curated content libraries linking to podcasts, webinars and articles

Behaviourally informed formats: chunked insights, ‘5 ways in 5 days’ mini-challenges, and dynamic visual design

MLC workbooks
Social post - Feel in control
Social post 2
Social post 3

To support members lacking confidence, we integrated free financial coaching – a human touch that allowed for deeper engagement and advice.

A full social amplification strategy targeted members on LinkedIn and Facebook, while premium members received printed workbooks and a keepsake folder.

eDM series
Workbook binder

The results

MLC SuperFit didn’t just cut through the clutter – it changed behaviour:

44%

of members engaged with the campaign

71%

of those who clicked on emails downloaded a workbook

43%

of workbook users went on to use the Personal Super Calculator

78%

received digital or general advice

These numbers reflect a seismic shift in engagement – at a time when retirement confidence had never been more important.

MLC-Collateral
MLC-SuperFit 50

Switched on

Ideas, inspiration and other interesting stuff from the Six Black Pens team.