What Prime super does

Prime Super is an independent, profit-to-members Australian superannuation fund operating since 2006, with predecessor roots going back more than 30 years through the amalgamation of four rural super funds. The fund manages over A$8.5 billion in retirement savings for individual members primarily concentrated across the agriculture, horticulture, health, education, aged care, and recruitment sectors, supported by a national network of member consultants and employer consultants covering all eight Australian states and territories. Headquartered at Level 24, 500 Collins Street, Melbourne, with a postal address in Parramatta, the fund operates as an open fund accepting members from any industry.

The product suite centres on accumulation accounts, Transition to Retirement income streams, and Retirement Income Stream pension products, complemented by nine investment options spanning MySuper/Balanced (the default lifecycle option), Managed Growth, Conservative, Income Focused, Alternatives (unlisted infrastructure, property, private credit), Australian Shares, International Shares, Property, and Cash. Insurance coverage (Death & TPD, Income Protection) is provided through TAL Life Limited, financial planning services are delivered through MUFG Retire360, custodial services through Citigroup, and audit through PwC. Technology infrastructure includes the MemberOnline member portal and the newer Prime Super Pay employer portal (integrated with Wrkr), both secured by multi-factor authentication, with the employer portal positioned ahead of the Australian government's Payday Super requirements.

The revenue model is fee-based on member balances and contributions, with administration fees of A$399.50 per year on a A$50,000 MySuper/Balanced balance, investment management fees on the diversified portfolio, insurance premiums collected on behalf of TAL Life, and financial planning fees through MUFG Retire360. Distribution combines direct-to-consumer digital acquisition (MemberOnline, website join flow, consolidation campaigns) with employer partnership sales managed through state-based employer consultants delivering workplace seminars and digital tools. The fund is governed by a majority independent Board of Directors with key executives including CEO Raelene Seales and General Managers across Finance, Investments, Member Growth, Legal and Governance, Risk and Compliance, and Operations.

Name

Prime super

Legal name

Prime Super Pty Ltd

Website

https://primesuper.com.au

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Prime Super is an Australian profit-to-members superannuation fund managing over A$8.5 billion in retirement savings for individual members across agriculture, horticulture, health, education, aged care, and recruitment sectors, offering accumulation accounts, pension income streams, insurance, and financial advice.

Ownership category

akta.pro rank

Product category

Superannuation Fund Management

NAICS

Insurance and Employee Benefit Funds (5251)

SIC

Investment Advice (6282)

akta.pro primary industry

Pension Master Trusts, Superannuation & Provident Funds (FSAAAGAB)

akta.pro secondary industry

Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ)

Keywords

• Superannuation fund management
• Retirement income products
• Employer super contributions
• Superannuation accumulation accounts
• Retirement financial planning

Headquarters

HQ city

Parramatta

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Member Administration Fees: Prime Super is a profit-to-members superannuation fund. Revenue is generated through administration fees charged to member accounts (e.g., $399.50 per year for a $50,000 balance), deducted from member balances. All surplus revenue is reinvested into the fund for member benefit.
2. Investment Management Fees: The fund charges investment fees and costs to manage the diversified investment portfolio across asset classes including Australian shares, international shares, property, fixed interest, alternatives, and cash. The MySuper/Balanced option had transaction costs reduced from 0.20% to 0.06% effective 1 July 2025.
3. Insurance Premiums: Insurance products including Death & TPD cover and Income Protection are provided through TAL Life Limited, with insurance premiums collected from members as part of the overall fund fee structure.
4. Financial Planning Services: Financial advice services provided through MUFG Retire360 Pty Limited generate fee revenue for retirement planning, transition to retirement, and pension advice.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Prime Super is an independent, profit-to-members superannuation fund managing over A$8.5 billion in retirement savings for individual members across Australia, with strong roots in agriculture, horticulture, health, education, aged care and recruitment sectors. The fund offers accumulation accounts, retirement income streams (pensions), Transition to Retirement options, group insurance cover (Death & TPD and Income Protection through TAL Life Limited), financial planning advice via MUFG Retire360, and nine diversified investment options. It also provides employer-facing services including a new integrated employer portal (Prime Super Pay, powered by Wrkr) and dedicated relationship management across all Australian states and territories.

Product overview

Prime Super is an independent, profit-to-members superannuation fund providing a comprehensive suite of superannuation and retirement solutions. The core offerings include accumulation accounts for working members and retirement income streams (pension accounts) for retirees, supported by Transition to Retirement options. Investment options span across nine diversified strategies: MySuper/Balanced (default), Managed Growth, Conservative, Income Focused, Alternatives, Australian Shares, International Shares, Property, and Cash - with the Alternatives and Income Focused options being distinctive offerings not commonly available elsewhere. Digital services include MemberOnline member portal, Prime Super Pay employer portal (powered by Wrkr), and various online calculators for retirement planning. Insurance offerings cover Death & TPD and Income Protection. The fund also provides access to financial advice, a digital will service, and educational resources through webinars and fact sheets. The fund manages over $8.5 billion in retirement savings primarily for members in agriculture, horticulture, health, education, aged care and recruitment sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Prime Super Accumulation Account Standard superannuation accumulation account for working members to grow retirement savings through contributions and investment returns.
• Prime Super Retirement Income Stream Account-based pension product for retired members providing regular income payments from accumulated superannuation savings.
• Transition to Retirement Income Stream (TTR) Allows members approaching retirement to access their super while still working, supporting gradual transition to retirement.
• MySuper/Balanced Investment Option Default MySuper lifecycle investment option investing in diversified mix of growth and defensive assets, suitable for members with 10+ year investment horizon.
• Managed Growth Investment Option Growth-oriented investment option targeting higher returns through increased allocation to growth assets.
• Conservative Investment Option Lower-risk investment option with higher allocation to defensive assets for members seeking capital preservation.
• Income Focused Investment Option Option designed to preference income over capital returns, streaming income into separate cash account.
• Alternatives Investment Option Allows investment in unlisted infrastructure, unlisted property and private credit - not commonly available through other super funds.
• Australian Shares Investment Option Direct investment in Australian listed equities across various market capitalizations and sectors.
• International Shares Investment Option Investment in international equity markets across developed and emerging markets.
• Property Investment Option Investment in direct and listed property assets including commercial, retail and industrial real estate.
• Cash Investment Option Capital preservation option investing in cash and short-term money market instruments.
• Death & TPD Insurance Insurance cover providing lump sum payment on death or total and permanent disablement, with options to increase cover through life events without underwriting.
• Income Protection Insurance Insurance providing regular income payments if member becomes temporarily or permanently unable to work due to illness or injury.
• Financial Advice Services Access to financial advisers for personalized superannuation and retirement planning advice, available through book-a-chat appointments and provided via MUFG Retire360 Pty Limited.
• Digital Will Service Online will creation service allowing members to create a legally binding will in approximately 15 minutes.
• MemberOnline Portal Online member portal providing 24/7 access to account balance, investment options, insurance cover details, contributions history and retirement planning tools with multi-factor authentication security.
• Prime Super Pay Employer Portal New employer portal with integrated superannuation clearing house provided by Wrkr, bringing payroll, contributions and employer administration together in one platform ahead of Payday Super requirements.

Quantifiable outcome

• MySuper option returned 10.82% for FY25, outperforming the industry median of 10.34% (SuperRatings SR50 Balanced Index)
• +6 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Frontier AdvisorscoreImplementation/ SI/ Consulting Partner · 12 March 2026Frontier Advisors appointed as Prime Super's new asset consultant effective 1 June 2026, following a comprehensive competitive selection process. Frontier was assessed as the leading contender based on team capability, depth of research and portfolio construction approach, and cultural alignment with the fund. The firm has advised institutional investors in Australia for over 30 years.
• RCSA (Recruitment, Consulting and Staffing Association)coreGTM or Marketing PartnerRCSA is the peak body for the recruitment and staffing industry in Australia and New Zealand. Prime Super supports the recruitment and staffing industry through this partnership, attending RCSA events and meeting with members to provide information and education about super and saving for retirement.
• National Farmers Federation (NFF)coreStrategic or Co-development PartnerThe NFF is the national peak body representing farmers and agriculture across Australia. Prime Super has a long affinity with the agricultural sector and continues to partner with the NFF and its state farming affiliates to ensure agricultural workers get the best retirement outcomes. Prime Super is involved in the NFF's Diversity Program.
• Australian Rural Leadership Foundation (ARLF)minorGTM or Marketing PartnerPrime Super provides a scholarship for a participant in the 15-month Australian Rural Leadership Program (ARLP) each year. Past scholarship recipients include Sandra Glaister (2015), Edwina Sharrock (2016), Alex Dunn (2018), and Rob Horstman (2019).
• Meaningful Ageing Australia (MAA)minorGTM or Marketing PartnerMAA is the national peak body championing spiritual care for older people in aged care settings. Prime Super partners with MAA to support the aged care workforce and improve retirement outcomes for workers in this sector.
• Agribusiness AustraliaminorGTM or Marketing PartnerPrime Super sponsors the Agribusiness Australia scholarship which supports a secondary school student to pursue tertiary studies in agriculture. 2020 scholarship winner was Ayla Christophers from the NT.
• Victorian Farmers Federation, NSW Farmers, WA FarmersminorGTM or Marketing PartnerPrime Super partners with state farming organisations in Victoria, NSW, and Western Australia to support agricultural workers and build brand awareness in rural communities.
• WrkrcoreTechnology or IntegrationWrkr provides the Prime Super Pay employer portal platform, integrating payroll, contributions, and employer administration in a modern platform ahead of Payday Super requirements.
• MUFG Retirement Solutions (Administrator)coreOthersMUFG Retirement Solutions is the fund administrator responsible for member account administration, managing contributions, rollovers, and benefit payments.
• TAL Life Limited (Insurer)coreOthersTAL Life Limited provides group insurance products to Prime Super members including Death & TPD cover and Income Protection insurance.
• Citigroup Pty Limited (Custodian)coreOthersCitigroup Pty Limited acts as custodian for Prime Super's investment assets, holding and safeguarding fund assets.
• MUFG Retire360 Pty Limited (Financial Planning)coreOthersMUFG Retire360 Pty Limited provides financial planning services to Prime Super members, offering retirement planning, transition to retirement, and pension advice.
• PricewaterhouseCoopers (PwC) (Auditor)coreOthersPwC serves as the independent auditor for Prime Super, providing annual financial statement audits and assurance.
• Investment Managers (multiple)coreOthersMultiple investment management firms manage assets on behalf of Prime Super: AllianceBernstein Investment Management Australia Limited, Ausbil Investment Management Limited, Bennelong Australian Equity Partners Pty Ltd, Blackrock Investment Management (Australia) Limited, Brown Advisory Limited, Firetrail Investments Pty Ltd, First Sentier Investors RQI Pty Ltd, LA Capital Management, Mesirow Financial, Parametric Portfolio Associates, Perennial Value Management, State Street Bank and Trust, State Street Global Advisers, Tribeca Investment Partners, Vinva Investment Management, Wasatch Global Investors, and Patrizia Pty Ltd.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• HESTA: HESTA is one of Australia's largest industry super funds, focused on health and community services workers. Highly comparable to Prime Super as a sector-focused, profit-to-members industry fund serving overlapping health, education, and aged care verticals with a similar AUM tier.
• Hostplus: Hostplus is an industry super fund serving hospitality, tourism, recreation, and sport sectors. Comparable to Prime Super as a sector-specific industry super fund with employer-driven distribution and a similar product suite (accumulation, pension, TTR, insurance).
• Rest Super: Rest is an industry super fund serving retail, fast food, and warehousing workers. Comparable to Prime Super as an open industry super fund with similar AUM tier, employer consultant model, and full product offering (accumulation, pension, advice, insurance).
• NGS Super: NGS Super is an industry super fund for non-government schools and education professionals. Highly comparable to Prime Super as a sector-specific (education) industry super fund of similar size targeting overlapping industry verticals.
• Cbus: Cbus is the leading industry super fund for the construction, building, and infrastructure sectors. Comparable to Prime Super as a sector-targeted, profit-to-members industry super fund with employer partnerships and a similar investment option structure.
• Spirit Super: Spirit Super is an industry super fund resulting from the merger of QSuper and Sunsuper, serving a range of industries. Comparable to Prime Super as a mid-sized profit-to-members industry super fund with employer-driven distribution and similar AUM tier.
• Energy Super: Energy Super is an industry super fund for energy, mining, and resources sectors. Comparable to Prime Super as a sector-targeted, profit-to-members industry super fund of similar AUM tier serving a specific industry vertical.

Broad incumbents

• AustralianSuper: AustralianSuper is Australia's largest super fund (AUM ~$300B+) and the dominant industry super player. Comparable as a profit-to-members industry super fund serving all sectors, but materially larger and broader in employer reach and investment capability than Prime Super.
• Aware Super: Aware Super is a large industry super fund serving public sector, education, and community workers. Comparable to Prime Super as an industry super fund with overlapping public sector and education focus, but with materially larger AUM following the NGS Super merger.
• Colonial First State: Colonial First State (part of Insignia Financial) offers retail superannuation, investment, and pension products. Comparable to Prime Super as an Australian superannuation provider serving retail and accumulation members, but with a much broader retail product suite and significantly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/primesuper
• Facebookfacebook.com/PrimeSuperFund
• LinkedInau.linkedin.com/company/prime-super
• Instagraminstagram.com/prime.super

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Prime super