SuperLife
SuperLife, managed by Smartshares Limited (an NZX subsidiary), is a New Zealand KiwiSaver and investment scheme provider serving 160,000+ members with $15B+ AUM via low-fee index-tracking funds, workplace savings, and group insurance administration.
- Company typePrivate
- Founded1996
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What SuperLife does
SuperLife is a New Zealand-domiciled KiwiSaver and investment scheme provider serving more than 160,000 members and administering $15 billion-plus in funds under management. Operated since 1996 by Smartshares Limited — a wholly owned subsidiary of NZX Limited, the operator of the New Zealand stock exchange — SuperLife offers the SuperLife KiwiSaver Scheme, SuperLife Invest (a no-minimum flexible investment scheme), the SuperLife Workplace Savings Scheme for employers, and the SuperLife Superannuation Master Trust (acquired from ASB in 2022). The technology backbone is an index-tracking investment approach structured through a Multi-Rate PIE for tax efficiency, with daily valuation and return crediting applied directly to member accounts without smoothing. Differentiated features include Age Steps (age-based automatic asset allocation), the Managed Income withdrawal option, and free fund switching across 40-plus funds.
The business model is anchored on fund management fees charged on assets under administration, supplemented by insurance premium administration for group life, disability, and medical policies delivered through partners Fidelity Life and UniMed. Distribution combines direct-to-consumer digital signup via my.superlife.co.nz, phone-based sales support, and employer partnerships for workplace savings with some of New Zealand's largest employers. Customer segments span KiwiSaver members (employees, self-employed, parents/guardians saving for children), individual SuperLife Invest users, Australian super and UK pension transfer customers, and enterprise employer clients. Geographic reach is explicitly restricted to New Zealand; products are supplied under New Zealand law for domestic consumers only. Recent strategic activity has focused on product breadth (myFutureFund, pension transfers, insurance add-ons), brand positioning via Canstar Outstanding Value KiwiSaver Scheme Awards 2025, and alignment with scheduled KiwiSaver contribution rate increases through 2028.
SuperLife firmographics
Firmographics- Name
- SuperLife
- Legal name
- Smartshares Limited
- Website
- https://superlife.co.nz
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SuperLife, managed by Smartshares Limited (an NZX subsidiary), is a New Zealand KiwiSaver and investment scheme provider serving 160,000+ members with $15B+ AUM via low-fee index-tracking funds, workplace savings, and group insurance administration.
- Ownership category
- akta.pro rank
SuperLife industry classification
Industry- Product category
- Retirement Savings & Investment Management
- NAICS
- Pension Funds (52511), Direct Life, Health, and Medical Insurance Carriers (52411), Direct Life Insurance Carriers (524113)
- SIC
- Life Insurance (6311), Investment Advice (6282)
- akta.pro primary industry
- Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ)
- akta.pro secondary industry
- Pension Master Trusts, Superannuation & Provident Funds (FSAAAGAB)
Keywords
Where SuperLife is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices1 record
Markets served
SuperLife business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Fund Management Fees: SuperLife earns management fees based on funds under administration. The company states its fees are among the lowest in the market for KiwiSaver and investment products.
- Insurance Premium Administration: SuperLife administers group insurance policies (life, disability, and medical insurance) for its members. Life and disability insurance solutions are provided by Fidelity Life, and medical insurance is provided by UniMed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | SuperLife KiwiSaver Scheme - Low cost KiwiSaver with multiple fund options |
| Subscription | Pay-as-you-go | SuperLife Invest - Flexible investment with no minimum |
| Subscription | Annual | Children's KiwiSaver Account |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
SuperLife product offering
Product offeringCore offering
SuperLife provides retirement savings and investment products to New Zealanders, including the government-subsidized KiwiSaver Scheme, the flexible SuperLife Invest savings scheme, and the employer-sponsored SuperLife Workplace Savings Scheme. The company administers over $15 billion on behalf of 160,000+ members through 40+ index-tracking funds, charging management fees among the lowest in the New Zealand market and offering daily valuation with online self-service account management.
Product overview
SuperLife is a New Zealand-based financial services company offering a comprehensive suite of retirement savings and investment products. The core offerings consist of the SuperLife KiwiSaver Scheme (government-subsidized retirement savings), SuperLife Invest (flexible investment savings), and SuperLife Workplace Savings Scheme (employer benefit solutions), all built on low fees and index-tracking investment approaches. The product portfolio also includes the SuperLife Superannuation Master Trust for employer-sponsored retirement plans. Insurance products—Life Insurance, Disability Income Protection, and Medical Insurance—are offered as add-on modules through partners Fidelity Life and UniMed. Additional offerings include myFutureFund for children's savings. SuperLife is managed by Smartshares Limited, a wholly owned subsidiary of NZX Limited.
Differentiator
Problem solved
Functional benefit
Brands
- SuperLife KiwiSaver Scheme: Award-winning KiwiSaver scheme designed to give choice, control and confidence with low fees and index-tracking approach.
- SuperLife Invest
- SuperLife Workplace Savings Scheme
- SuperLife Superannuation Master Trust
- myFutureFund
Products and services
- SuperLife KiwiSaver Scheme An award-winning KiwiSaver savings scheme designed to help New Zealanders save for retirement with low fees, an index-tracking investment approach, a broad range of investment options, and government contribution matching. Targeted at New Zealand employees, self-employed individuals, and non-employed residents saving for retirement, first home purchase, and long-term wealth building.
- SuperLife Invest A flexible investment and savings option outside of KiwiSaver allowing users to choose how much to invest, when to invest, and when to make withdrawals, with no minimum investment required. Offers access to diversified, sector, ethical, and guest manager funds. Targeted at individual investors seeking flexible savings and goal-based investing outside the KiwiSaver framework.
- SuperLife Workplace Savings Scheme Employer-sponsored benefit solution helping employees save for retirement, a first home, or other life goals, with the same trusted funds and low fees available through SuperLife Invest products. SuperLife partners with some of New Zealand's largest employers to deliver employee benefit solutions with group purchasing advantages. Targeted at large New Zealand employers seeking to provide workforce retirement savings programs.
- SuperLife Superannuation Master Trust A master trust superannuation scheme (previously known as the ASB Superannuation Master Trust, acquired by Smartshares in 2022) providing employer-sponsored retirement savings with access to diversified investment options. Includes government and non-government master trust options. Targeted at New Zealand employers and trustees seeking a master trust structure for retirement savings.
- Life Insurance Provides beneficiaries with a lump sum payment in the event of the policyholder's death or terminal illness. Offered through Fidelity Life as part of SuperLife insurance offerings. Targeted at SuperLife members seeking life insurance coverage as part of their retirement and savings plan.
- Disability Income Protection Insurance Protects against loss of income through severe disability that prevents working for an extended period. Offered through Fidelity Life as part of SuperLife insurance offerings. Targeted at SuperLife members seeking income protection against long-term disability.
- Medical Insurance Insures against part or all medical expenses including doctors' visits, prescriptions, surgery, and hospital care. Offered through UniMed, an independent not-for-profit mutual society. Targeted at SuperLife members seeking medical expense coverage.
- myFutureFund Savings solution for children allowing parents or guardians to invest for a child's future (education or otherwise) with flexible withdrawal options. Targeted at parents and guardians wanting to start KiwiSaver accounts for children with no minimum age requirement and no minimum contribution.
Quantifiable outcome
- 160,000+ members trust SuperLife for their retirement savings
- +2 more outcomes
Companies that use SuperLife
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
SuperLife technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
SuperLife partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Smartshares Limited (Smart)coreSmartshares Limited, a wholly owned subsidiary of NZX Limited, is the issuer and manager of the SuperLife range of schemes and Smart Exchange Traded Funds. SuperLife is managed by Smartshares, operating since 1996 and helping Kiwis grow their wealth.
- Public TrustcoreIndependent custodian appointed by the scheme's Supervisor to securely hold investments on trust for members. Provides institutional-grade custody services.
- Fidelity LifecoreLife and disability insurance solutions provider for SuperLife's insurance products including life insurance, total and permanent disability insurance, and disability income protection insurance.
- UniMedcoreIndependent not-for-profit mutual society providing medical insurance under SuperLife schemes. Covers medical expenses from doctors' visits and prescriptions to surgery and hospital care.
- New Zealand EmployerscoreSuperLife partners with some of New Zealand's largest employers to deliver workplace savings schemes and employee benefit solutions. Employers gain access to tailored workplace savings with low fees and investment options for their workforce.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
SuperLife competitors and assessment
Company assessmentDirect peers
- Milford Asset Management: NZ-based KiwiSaver and investment manager offering diversified and sector funds to retail and institutional clients. Competes with SuperLife in the KiwiSaver retail segment with a different active-management value proposition but similar target customers.
- Fisher Funds Management: One of New Zealand's largest KiwiSaver and investment fund managers, directly competing with SuperLife for retail and employer KiwiSaver mandates. Operates multiple KiwiSaver schemes with active and passive options targeting similar member segments.
- Booster Investment Management: NZ KiwiSaver and superannuation provider offering a broad range of funds to individuals and employers. Directly comparable to SuperLife in retail retirement savings product design, fund menu breadth, and workplace scheme distribution.
- Generate Investment Management: NZ KiwiSaver and managed fund provider focused on active and income-oriented strategies. Targets the same KiwiSaver member base as SuperLife, competing on investment options and fee positioning.
Broad incumbents
- AMP Wealth Management New Zealand: Large incumbent NZ superannuation and KiwiSaver provider with broader retail wealth, advice, and corporate super offerings. Overlaps with SuperLife in KiwiSaver and workplace superannuation but operates across a wider portfolio.
- Mercer New Zealand: Global investment and superannuation consultancy with a strong NZ master trust and KiwiSaver presence. Directly comparable to SuperLife's Master Trust product and competes for large employer mandates.
- ANZ Investments (ANZ Bank New Zealand): One of NZ's Big Four banks offering KiwiSaver schemes and investment funds to retail and employer customers. A broad incumbent with significant KiwiSaver market share competing against SuperLife across all member segments.
- Westpac NZ (KiwiSaver and Superannuation): NZ subsidiary of Westpac offering KiwiSaver schemes and workplace superannuation. A broad incumbent bank-led competitor to SuperLife in both retail and employer channels.
- ASB Bank (KiwiSaver scheme): Major NZ bank KiwiSaver provider that previously owned the Superannuation Master Trust acquired by Smartshares in 2022. Continues to compete directly with SuperLife in retail KiwiSaver, employer schemes, and master trust mandates.
Others
- Smartshares (NZX): Wholly owned NZX subsidiary that manages SuperLife and also offers the Smart Exchange Traded Funds. Shares infrastructure, distribution, and governance with SuperLife and represents the closest internal benchmark for product strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key highlights6 records
Customer concentration
SuperLife social profiles
Digital presenceSuperLife financial estimates
Financial estimateRevenue estimate
Valuation estimate
SuperLife leadership team
Management profileNumber of profiles
SuperLife funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SuperLife M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SuperLife
What does SuperLife do?
SuperLife provides retirement savings and investment products to New Zealanders, including the government-subsidized KiwiSaver Scheme, the flexible SuperLife Invest savings scheme, and the employer-sponsored SuperLife Workplace Savings Scheme. The company administers over $15 billion on behalf of 160,000+ members through 40+ index-tracking funds, charging management fees among the lowest in the New Zealand market and offering daily valuation with online self-service account management.
Is SuperLife a public or private company?
SuperLife is a private company. It is classified as corporate owned and is currently operating.
When was SuperLife founded?
SuperLife was founded in 1996. It employs 11 to 50 people.
Where is SuperLife based?
SuperLife is headquartered in Auckland, New Zealand, in the Oceania region.
How does SuperLife make money?
Two revenue lines are on record. Fund Management Fees are the primary driver. The others are insurance Premium Administration.
Who are SuperLife's main competitors?
Direct peers on record are Milford Asset Management, Fisher Funds Management, Booster Investment Management and Generate Investment Management. Broad incumbents are AMP Wealth Management New Zealand, Mercer New Zealand, ANZ Investments (ANZ Bank New Zealand), Westpac NZ (KiwiSaver and Superannuation) and ASB Bank (KiwiSaver scheme). Smartshares (NZX) is listed as an others.
Does SuperLife have an API?
No public API is recorded for SuperLife.
What industry is SuperLife in?
SuperLife's product category is Retirement Savings & Investment Management. Its primary akta.pro industry code is FSAAAAAJ, Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail), with a secondary code of FSAAAGAB, Pension Master Trusts, Superannuation & Provident Funds. Its NAICS code is 52511 and its SIC code is 6311.