SuperAPI
SuperAPI is a Melbourne-based B2B fintech providing an embedded superannuation API for Australian HR, payroll, and workforce management software, enabling automated super stapling, super choice forms, and employer default fund registration ahead of the Payday Super 2026 deadline.
- Company typePrivate
- Founded2020
- HeadquartersMelbourne, Australia
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What SuperAPI does
SuperAPI is an Australian B2B fintech that operates an embedded superannuation API for HR, payroll, and workforce management software. Founded in 2020 and headquartered in Melbourne, the company builds compliance-grade integration infrastructure that allows software platforms to offer automated super stapling, super choice forms, employer default fund registration, and real-time member onboarding to their employer customers without manual intervention. The platform is built on the ATO Digital Service Provider framework, uses the SuperStream Network Standard, and is AS4 Compliant for messaging with super funds and the ATO, positioning it ahead of the Payday Super 2026 regulatory deadline.
The technology stack is API-first and developer-centric, offering iFrame integration, direct API access, injectable CSS theming, versioned endpoints, CI/CD with automated testing, and public documentation at docs.superapi.com.au. Beyond the core SuperAPI Platform, the company operates two adjacent products: SuperChoiceForm.com.au (a consumer-facing super choice portal launched in 2020) and Xonboard (an employee onboarding tool for Xero launched in 2023). The platform is embedded into seven named HR and payroll software partners, including Tanda, Deputy, IntelliHR, Xonboard, Payroo, Pronto Software, and Humanforce HR, providing distribution across the Australian employer software ecosystem.
SuperAPI monetizes through three revenue streams: commissions from third-party superannuation fund providers when employees select their products through the platform, premium subscription fees for businesses, accountants, bookkeepers, and software developers, and partnership/licensing fees from HR and payroll software providers. The service is free for employees and consumers. The company is privately held under SuperSimpleSuperGroup Pty Ltd (ACN 674 661 244), has raised AUD 1 million in an undisclosed 2023 funding round, operates with approximately 8 employees, and is led by founders Riley James (CEO), Sam Richardson (CTO), and Ben Styles (CCO and Head of Compliance).
SuperAPI firmographics
Firmographics- Name
- SuperAPI
- Legal name
- SuperSimpleSuperGroup Pty Ltd
- Website
- https://superapi.com.au
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- SuperAPI is a Melbourne-based B2B fintech providing an embedded superannuation API for Australian HR, payroll, and workforce management software, enabling automated super stapling, super choice forms, and employer default fund registration ahead of the Payday Super 2026 deadline.
- Ownership category
- akta.pro rank
SuperAPI industry classification
Industry- Product category
- Embedded Superannuation API
- NAICS
- Accounting, Tax Preparation, Bookkeeping, and Payroll Services (54121), Computer Systems Design and Related Services (54151)
- SIC
- Finance Services (6199), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Embedded Payroll, Earned Wage Access & Benefits Finance (FSAGALAI)
- akta.pro secondary industry
- Payroll Software & Payroll-as-a-Service (SaaS) (BPACAIAB)
Keywords
Where SuperAPI is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
SuperAPI business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Commission from Third-Party Product Providers: SuperAPI receives payment from third-party superannuation fund providers when users purchase their products through the SuperAPI platform. The service is free for employees and consumers to use.
- Premium Subscription for Businesses: Business owners, accountants, or bookkeepers may pay for premium subscription access to SuperAPI services. Software developers may also be charged for using the service. Users can unsubscribe at any time.
- Software Provider Partnership Fees: Revenue derived from HR, payroll, and workforce management software providers (such as Tanda, Deputy, IntelliHR) who integrate SuperAPI into their platforms for compliance and employee onboarding functionality.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free tier for employees and employers |
| Subscription | Monthly | Premium subscription for businesses and developers |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
SuperAPI product offering
Product offeringCore offering
SuperAPI provides an embedded superannuation API that integrates into HR, payroll, and workforce management software platforms to automate employee super fund choice, Super Stapling compliance, and employer default fund registration. The platform connects Australian employers, employees, and super funds through ATO-compliant SuperStream and AS4 messaging, enabling real-time member registration during onboarding. The service is free for employees and employers, with revenue generated from third-party super fund commissions, premium business subscriptions, and software partner licensing fees.
Product overview
SuperAPI is a B2B platform that embeds superannuation choice functionality into HR, payroll, and workforce management software. The core offering is the SuperAPI Platform, which provides a suite of compliance and onboarding tools including the Super Stapling Lookup feature, Super Choice Form, and Employer Default Registration. The company also operates SuperChoiceForm.com.au (launched 2020) for direct consumer super choice and Xonboard (launched 2023) for Xero employee onboarding. These products work together to help employers meet ATO compliance obligations while providing employees with real super choice during the onboarding process.
Differentiator
Problem solved
Functional benefit
Products and services
- SuperAPI Platform The core platform product that embeds super choice forms into HR and payroll software, enabling employees to make super fund choices directly within employer software. Includes Super Stapling lookup, automated compliance features, and employer default registration capabilities. Targets HR, payroll, and workforce management software providers who integrate the API into their platforms.
- SuperChoiceForm.com.au Consumer-facing super choice portal that empowers Australian consumers to make superannuation fund choices at scale. Originally launched as the company's first product to address direct consumer super fund selection needs.
- Xonboard Employee onboarding software integrated with Xero that enables employers to onboard new staff quickly with streamlined workflows for payroll teams. The product incorporates SuperAPI technology for super choice form automation and serves Xero's customer base in Australia.
Quantifiable outcome
- Automated compliance with ATO super stapling requirements
- +2 more outcomes
Companies that use SuperAPI
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles2 records
SuperAPI technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature5 records
SuperAPI partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, major and minor.
- TandacoreTanda is an HR and workforce management software platform and the first payroll partner to go live with the SuperAPI platform in 2024. Tanda integrates SuperAPI's super stapling and compliance features into their onboarding workflow.
- IntelliHRcoreIntelliHR is an HR platform that was the first HR partner to go live with SuperAPI in 2024, enabling automated super compliance within their employee management system.
- DeputymajorDeputy is a global workforce management platform that integrates SuperAPI for super choice form automation and compliance features for Australian customers.
- XonboardmajorXonboard is an employee onboarding application for Xero that launched in 2023 and utilizes SuperAPI technology for super choice form automation. User testimonials cite benefits for employee onboarding, bookkeepers, and HR teams.
- PayroomajorPayroo is a payroll software provider that partners with SuperAPI to embed super stapling and compliance functionality for their Australian employer customers.
- Pronto SoftwaremajorPronto Software is an Australian business management software provider integrating SuperAPI for super compliance within their HR and payroll solutions.
- Humanforce HRmajorHumanforce HR is a workforce management software provider partnering with SuperAPI to offer embedded super compliance features to their Australian customer base.
- DSPANZminorDigital Service Providers Association of New Zealand/Australia. SuperAPI is a member of DSPANZ for industry engagement and representation as a digital service provider in the superannuation sector.
- ASFAminorAssociation of Superannuation Funds of Australia. SuperAPI is a member of ASFA and featured at their annual conference for industry visibility and relationship building with super funds.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
SuperAPI competitors and assessment
Company assessmentBroad incumbents
- Employment Hero: Large Australian-headquartered HR, payroll and employment admin platform serving SMBs. Comparable as a broad incumbent that could build or absorb embedded super onboarding functionality similar to SuperAPI's offering.
- Xero: Dominant Australian cloud accounting and payroll platform with an extensive SMB employer base. A broad incumbent whose payroll product could natively absorb super stapling and Payday Super compliance, displacing third-party APIs.
- Mercer Australia: Global consulting and administration firm with a large Australian superannuation administration business. Comparable as an incumbent providing super admin, default fund, and employer services in the same regulatory environment.
- Link Group (MUFG Fund Services): Large-scale Australian superannuation administration and fund services provider. Comparable as an incumbent serving super funds and employers across the same regulatory stack that SuperAPI's API plugs into.
- MYOB: Major Australian accounting, payroll and business management software provider for SMBs and accountants. Comparable broad incumbent serving the same employer base that SuperAPI's payroll partners reach.
- Insignia Financial: Large Australian wealth and superannuation group (formerly IOOF) operating multiple super funds and platforms. Comparable incumbent super fund that could similarly use embedded onboarding tools to retain and acquire members.
Others
- BGL Corporate Solutions: Australian provider of SMSF administration and corporate compliance software (CAS 360). Comparable as an adjacent compliance-software specialist serving accountants and administrators in the Australian super ecosystem.
Direct peers
- SuperChoice: Long-standing Australian super choice and clearing-house service that helps employers meet Choice of Fund and stapling obligations. Direct functional competitor to SuperAPI's super choice and SuperStream automation capabilities.
- Paytools (Australian Super Choice service): Australian payroll deduction and super choice service that processes super contributions and choice-of-fund workflows for employers. Direct functional peer to SuperAPI's super choice and SuperStream automation offering.
Emerging players
- Class Super: Cloud-based SMSF administration platform widely used by Australian accountants. Comparable as an emerging fintech specialist in super administration, with overlap on the accountant/bookkeeper channel that SuperAPI also targets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
SuperAPI social profiles
Digital presenceSuperAPI compliance and trust
Trust signalCompliance3 records
SuperAPI financial estimates
Financial estimateRevenue estimate
Valuation estimate
SuperAPI leadership team
Management profileNumber of profiles
Profiles3 records
SuperAPI funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SuperAPI 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 SuperAPI
What does SuperAPI do?
SuperAPI provides an embedded superannuation API that integrates into HR, payroll, and workforce management software platforms to automate employee super fund choice, Super Stapling compliance, and employer default fund registration. The platform connects Australian employers, employees, and super funds through ATO-compliant SuperStream and AS4 messaging, enabling real-time member registration during onboarding. The service is free for employees and employers, with revenue generated from third-party super fund commissions, premium business subscriptions, and software partner licensing fees.
Is SuperAPI a public or private company?
SuperAPI is a private company. It is classified as venture growth investor backed and is currently operating.
When was SuperAPI founded?
SuperAPI was founded in 2020. It employs 1 to 10 people.
Where is SuperAPI based?
SuperAPI is headquartered in Melbourne, Australia, in the Oceania region.
How does SuperAPI make money?
Three revenue lines are on record. Commission from Third-Party Product Providers are the primary driver. The others are premium Subscription for Businesses and software Provider Partnership Fees.
Who are SuperAPI's main competitors?
Broad incumbents on record are Employment Hero, Xero, Mercer Australia, Link Group (MUFG Fund Services), MYOB and Insignia Financial. BGL Corporate Solutions is listed as an others. Direct peers are SuperChoice and Paytools (Australian Super Choice service). Class Super is listed as an emerging player.
Does SuperAPI have an API?
Yes. SuperAPI provides a public API for software providers (payroll, HR, and workforce management software) to embed super choice forms and automate super stapling compliance. The API supports injectable CSS for visual customization, iFrame integration for minimal implementation effort, and direct API access for fully customized experiences. Developer tools include versioned endpoints, CI/CD with automated testing focus, and public documentation & API specifications. Developer documentation is at docs.superapi.com.au.
What industry is SuperAPI in?
SuperAPI's product category is Embedded Superannuation API. Its primary akta.pro industry code is FSAGALAI, Embedded Payroll, Earned Wage Access & Benefits Finance, with a secondary code of BPACAIAB, Payroll Software & Payroll-as-a-Service (SaaS). Its NAICS code is 54121 and its SIC code is 6199.