Association of Superannuation Funds of Australia

What Association of Superannuation Funds of Australia does

The Association of Superannuation Funds of Australia (ASFA) is the national peak policy, research, and advocacy body for Australia's A$4.3 trillion superannuation industry. Founded over sixty years ago and headquartered in Sydney, ASFA operates as a not-for-profit, sector-neutral, non-party political association representing all categories of APRA-regulated funds — retail, industry, corporate, and public sector — together with their administrators, custodians, insurers, and technology service providers. Its membership base exceeds 100 organisations spanning funds and service providers.

ASFA's product surface is anchored by four pillars: membership services (policy advocacy, research, the member directory, and discussion groups); ASFA Learning, a Registered Training Organisation delivering e-learning, workshops, digital credentials, and CPD via the Learning Hub LMS; flagship events including the ASFA Conference (described as the largest superannuation gathering in the world), the Investment Summit, Policy Roadshow, ASFA Studio, Future Leaders events, and Discussion Groups; and content/research assets such as the quarterly ASFA Retirement Standard (Australia's referenced retirement savings benchmark), the FTSE ASFA Index Series co-developed with FTSE Russell, the Super Statistics Dashboard, Research & Papers, a podcast, and policy/regulatory tools including ASFA InPractice, the Payday Super Hub, the Financial Crimes Protection Initiative, and the Regulatory Watchlist. Underlying technology comprises the digital Learning Hub, the member portal, and the Super Statistics data resource rather than proprietary AI systems.

ASFA monetises through three streams: recurring subscription-style membership fees from funds and service providers; fee-for-service professional development, CPD, digital credentials, and event registration with tiered member versus non-member pricing (e.g., Investment Summit 2025 individual tickets at A$790–A$1,170); and research publication and policy services. Distribution is primarily direct and self-service via superannuation.asn.au and the member portal, supplemented by an active LinkedIn presence, earned-media activity, the podcast, and a leadership team including CEO Mary Delahunty (joined 2024).

Name

Association of Superannuation Funds of Australia

Legal name

The Association of Superannuation Funds of Australia Limited

Website

https://superannuation.asn.au

Company type

Private

Founded year

1962

Operating status

Operating

Headcount range

11–50 employees

Short description

The Association of Superannuation Funds of Australia (ASFA) is the national peak body for Australia's superannuation industry, providing policy advocacy, research, professional education, events, and the quarterly Retirement Standard to 100+ fund and service-provider members.

Ownership category

akta.pro rank

Product category

Superannuation Industry Association

NAICS

Business Associations (813910), Colleges, Universities, and Professional Schools (61131)

SIC

Services-Educational Services (8200)

akta.pro industry

PRIMARYEDADAFAB

Qualifications Framework Authorities (NQF/Skills Framework)

Education/Education Administration, Accreditation & Policy/Assessment, Examinations & Qualifications Authorities

SECONDARYEDAAANAD

Finance, Accounting & Risk (CFA/CPA/FRM) Certifications

Education/Adult & Continuing Education/Professional Certification Programs

Keywords

• Superannuation industry association
• Retirement policy advocacy
• Professional development training
• Pension industry research
• Retirement savings benchmarks

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership fees: ASFA generates revenue primarily through membership fees from APRA-regulated and state-regulated superannuation funds (retail, industry, corporate, public sector) and their service providers (administrators, custodians, insurers, technology providers). Membership enables access to research, policy resources, professional development, events, and the member directory.
2. Professional development and event registration: Revenue from ASFA Learning course fees, digital credentials, CPD programs, and event registrations (including the ASFA Conference, Investment Summit, and Policy Roadshow). Pricing is tiered by membership status and attendee type.
3. Research publications and reports: ASFA publishes research papers, policy submissions, and industry reports that are made available to members and the public. Some premium or detailed research may be distributed through the policy and research pages.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

ASFA is the peak policy, research, and advocacy body for Australia's superannuation industry, providing a unified membership platform for APRA-regulated funds and their service providers. Its core offerings include professional development training and certification through ASFA Learning, the quarterly ASFA Retirement Standard benchmark, flagship events (ASFA Conference, Investment Summit, Policy Roadshow), policy research and submissions, the FTSE ASFA Index Series, Super Statistics data dashboards, and regulatory implementation services through ASFA InPractice.

Product overview

ASFA operates as a professional association and industry body offering a unified platform of member services, research, education, and advocacy. The core offerings include ASFA Learning (training and certification programs), the ASFA Retirement Standard (quarterly retirement expense benchmarks), ASFA Conference (annual industry gathering), Investment Summit (investment leadership forum), Podcast (thought leadership content), Research & Papers (comprehensive research library), FTSE ASFA Index Series (benchmarking), Super Statistics (industry data), ASFA InPractice (regulatory change services), Payday Super Hub (legislative guidance), Financial Crimes Protection Initiative (security), and Discussion Groups (professional networking). Supporting infrastructure includes the Learning Hub (LMS platform), Digital Credentials (certification), and Regulatory Watchlist (compliance monitoring).

Differentiator

Problem solved

Functional benefit

Brands

• ASFA Learning: Professional development, training and certification programs for the superannuation and financial services industries
• ASFA Retirement Standard
• ASFA Conference
• ASFA In Practice
• FTSE ASFA Index Series

Products and services

• ASFA Learning Professional development and education platform offering superannuation training and certification programs, e-learning, workshops, events, and member discussion groups for professionals working in the superannuation and financial services industries.
• ASFA Retirement Standard Australia's trusted retirement savings benchmark providing quarterly updated breakdowns of estimated expenses for both comfortable and modest lifestyles for couples and singles, along with the superannuation balances needed at retirement age 67 to fund those lifestyles.
• ASFA Conference Annual conference billed as the largest superannuation gathering in the world, bringing together industry professionals for networking, education, and thought leadership across the superannuation industry.
• Investment Summit Annual one-day forum for investment leaders exploring culture, structure, and decision-making that underpin high performance in superannuation investment management. Held in Brisbane on 26 August 2025 with tiered member and non-member pricing.
• FTSE ASFA Index Series Suite of index products developed in partnership with FTSE Russell (London Stock Exchange Group) covering Australian and global equity and bond markets relevant to superannuation fund investment benchmarking.
• ASFA InPractice Regulatory change and implementation service helping members navigate and implement policy reforms, including a dedicated Payday Super Hub for legislative changes affecting employer superannuation obligations.
• Financial Crimes Protection Initiative Cross-sector initiative focused on building collective cyber and financial crime resilience across the superannuation industry through coordinated member engagement and capability building.

Quantifiable outcome

• ASFA's super system delivers $2.5 billion paid weekly to retirees, covering 17.8 million Australians with $4.3 trillion in total assets.
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core and minor.

• AIA AustraliacoreGTM or Marketing Partner · 26 August 2025AIA Australia is a Gold Partner of the ASFA Investment Summit 2025. As one of Australia's leading life insurers, AIA provides insurance products through superannuation funds and is a key stakeholder in ASFA's ecosystem.
• TAL AustraliacoreGTM or Marketing Partner · 26 August 2025TAL Australia (part of the Dai-ichi Life group) is a Gold Partner of the ASFA Investment Summit 2025. TAL is a major provider of life and health insurance through superannuation, representing a key segment of ASFA's membership and ecosystem.
• ZurichcoreGTM or Marketing Partner · 26 August 2025Zurich is a Gold Partner of the ASFA Investment Summit 2025. As a global insurer operating in Australia, Zurich provides life and general insurance solutions through superannuation, aligning with ASFA's coverage of insurance in superannuation.
• FTSE Russell (LSEG)coreStrategic or Co-development Partner · 26 August 2025FTSE Russell, part of the London Stock Exchange Group, is a Silver Partner of the ASFA Investment Summit 2025 and co-develops the FTSE ASFA Index Series with ASFA — a suite of investment benchmarking indices for Australian and global equity and bond markets.
• MSCIcoreGTM or Marketing Partner · 26 August 2025MSCI is a Silver Partner of the ASFA Investment Summit 2025. MSCI provides investment analytics, risk management tools, and ESG data widely used by Australian superannuation funds for portfolio analysis and benchmarking.
• BNY MelloncoreGTM or Marketing Partner · 26 August 2025BNY is a Silver Partner of the ASFA Investment Summit 2025. As a major global custodian and asset servicer, BNY supports superannuation funds' custody and administration operations — a core part of ASFA's membership ecosystem.
• NovigicoreGTM or Marketing Partner · 26 August 2025Novigi is a Platinum Partner of the ASFA Investment Summit 2025. Novigi provides data strategy and AI-powered solutions for the superannuation and wealth management sectors, serving as a technology service provider within ASFA's membership.
• IFM InvestorscoreGTM or Marketing Partner · 26 August 2025IFM Investors is a Platinum Partner of the ASFA Investment Summit 2025. As an investor-owned infrastructure and debt investor managing assets for Australian superannuation funds, IFM is both a member and key stakeholder in ASFA's ecosystem.
• EMLminorGTM or Marketing Partner · 26 August 2025EML is a Silver Partner of the ASFA Investment Summit 2025. EML provides payment solutions and card services relevant to superannuation administration and member experience.
• MetLife AustraliaminorGTM or Marketing Partner · 26 August 2025MetLife Australia is a Silver Partner of the ASFA Investment Summit 2025. MetLife provides life and income protection insurance through superannuation funds.
• WTWminorGTM or Marketing Partner · 26 August 2025WTW is a Bronze Partner of the ASFA Investment Summit 2025. As a global advisory, broking, and solutions firm, WTW provides investment consulting services to superannuation funds.
• MacquarieminorGTM or Marketing Partner · 26 August 2025Macquarie is a Coffee Partner of the ASFA Investment Summit 2025. Macquarie Group provides diversified financial services including asset management, lending, and advisory to superannuation funds.
• JANA Investment AdviserscoreStrategic or Co-development PartnerASFA and JANA co-published a guidance note to strengthen investment management operational due diligence, representing a joint industry initiative between ASFA and one of Australia's leading investment consulting firms.
• National Australia Bank (NAB)coreStrategic or Co-development PartnerASFA partnered with NAB to publish the 2025 National Australia Bank Superannuation Insights Survey, a key research publication providing data on superannuation trends and member outcomes.
• Finance Industry Council of Australia (FICA)coreOthersASFA joined the Finance Industry Council of Australia (FICA) as a member, strengthening its cross-industry collaboration with other financial services peak bodies.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• The Investment Association (UK): UK investment management industry body; directly comparable to ASFA as a membership-based industry association with policy advocacy, research, and events serving institutional asset owners and managers.
• Financial Services Council (FSC) Australia: Australian peak body representing super funds, insurers, banks, and investment managers; directly comparable to ASFA as a national membership-based financial-services industry association advocating for the super sector.
• Insurance Council of Australia: Peak body for Australia's general insurance industry; directly comparable to ASFA in structure as a national membership-based industry association, and overlapping because ASFA represents insurers operating through superannuation.
• Pensions and Lifetime Savings Association (PLSA): UK pension industry association; directly comparable to ASFA in mission, structure (membership-based national peak body for pensions/super), and product mix (policy, research, events, professional development).
• Australian Banking Association: Peak body for the Australian banking sector; directly comparable to ASFA as a national industry association with policy advocacy, research, and member-service functions in adjacent financial services.
• Australian Institute of Superannuation Trustees (AIST): Industry body representing trustee directors of not-for-profit super funds in Australia; directly comparable to ASFA as a super-sector member association with policy, research, and education mandates.
• Industry Super Australia: Represents Australia's industry super funds collectively; directly comparable to ASFA as a peak body operating in the same Australian superannuation sector with overlapping policy and advocacy functions.

Broad incumbents

• Investment Company Institute (ICI): US trade association for regulated investment companies including mutual funds and ETFs; broadly comparable to ASFA as a mature, larger national peak body for the investment industry with policy, research, and data franchises.
• American Council of Life Insurers (ACLI): US national trade association for the life insurance industry; broadly comparable to ASFA given ASFA's representation of life insurers operating through superannuation, and similar membership-based advocacy structure.

Emerging players

• CFA Institute: Global professional body for investment professionals offering certifications (CFA) and advocacy; emerging in the ASFA comparable set because both run member-driven credentialing and education programs targeted at finance and investment professionals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/asfaaust
• Xx.com/asfaAUST
• Facebookfacebook.com/ASFAAust

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Association of Superannuation Funds of Australia