SuperLife

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.

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

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

• Retirement savings services
• KiwiSaver scheme management
• Investment fund management
• Workplace savings schemes
• Index-tracking investments

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core 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

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• Smartshares Limited (Smart)coreStrategic or Co-development Partner · 1 January 1996Smartshares 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 TrustcoreOthersIndependent custodian appointed by the scheme's Supervisor to securely hold investments on trust for members. Provides institutional-grade custody services.
• Fidelity LifecoreImplementation/ SI/ Consulting PartnerLife and disability insurance solutions provider for SuperLife's insurance products including life insurance, total and permanent disability insurance, and disability income protection insurance.
• UniMedcoreImplementation/ SI/ Consulting PartnerIndependent 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 EmployerscoreChannel Partner/ Reseller/ DistributorSuperLife 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

Direct 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

• Xx.com/SuperLifeNZ
• Facebookfacebook.com/SuperLife.NewZealand

Revenue estimate

Valuation estimate

Number of profiles

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 SuperLife