Embracing innovation and member engagement: an interview with Jen-Kui Maxwell

In the evolving landscape of superannuation, funds are stepping up to offer more than just financial security. TAL’s holistic approach supports funds and their members in every aspect of life, focusing on physical and mental health, driving product innovation and embracing digital transformation. We speak with Jen-Kui Maxwell, our Head of Marketing and Innovation, about tackling real-world business challenges, bringing innovative solutions to market, and effectively communicating them throughout the industry.

What is your approach to innovation and effectively solving problems?  

Innovation doesn’t happen in a vacuum; it requires information, inspiration, and collaboration. Our approach to innovation is underpinned by a structured framework where we start by defining the problem, understanding the data, and gathering insights from various sources to consider collective solutions. One methodology we use is Design Thinking, which encourages us to deeply understand member needs and create ideas that lead to more targeted solutions.

How can TAL support fund partners?

Our innovation team aims to support funds in addressing challenges related to member engagement, product development, and other business challenges. As the demand for innovative default insurance design grows, it’s important to make sure members receive the most relevant and effective cover alongside an engaging experience. Funds are exploring ways to grow and retain their members, whether through health initiatives, financial education, encouraging insurance options and rethinking the design of default insurance products. We assist our partners in these areas, helping them rethink their product and service offerings and develop effective strategies. By embracing new approaches and leveraging new technology, such as AI, funds can better meet the diverse needs of their members and enhance their overall experience. 

How does TAL ensure solutions are aligned with member needs?

We actively involve members in the development process through interviews and user testing to ensure solutions are truly aligned with their needs and preferences. This approach helps us create tools and services that resonate with super fund members. 

In addition to this, having data from a variety of sources helps us identify trends, uncover hidden issues, and make informed decisions. This data-driven approach ensures our solutions are based on solid evidence and are more likely to succeed. 

What are some of TAL's innovation successes?

We have several notable innovations and successes that aim to enhance member engagement and improve operational efficiencies. By leveraging our deep expertise and cutting-edge technology, we’re accelerating our digital ambitions for our partnerships in three main areas: 

  Member engagement:  

• TAL Health Scout, a preventative digital health tool that identifies health risk factors and offers tailored recommendations, resources, and actions to help members proactively manage their wellbeing  
• Headlight, a digital mental health tool created in response to mental health being one of the top causes of claims, helping members identify potential mental health blind spots and providing targeted evidence-based resources and recommendations. 

Member experience:  

• Claims Assist, a digital solution that simplifies the claims process by allowing members to track the status of their claim, submit documents online, and stay updated with notifications of payments and status changes. 

Product design:  

• We have partnered with funds to design insurance product features that focus on the current and future membership profile of funds such as occupations, industries and gender. 

This breadth of innovation provides a positive impact on both the member experience and partners’ long-term strategic goals.  

How can super funds leverage TAL's innovation capability to solve business challenges?

Our team is dedicated to assisting partners in achieving their business goals. If funds have a clear understanding of the support they need or the business problem they aim to solve, we can help identify the most suitable pathway and help set those goals—whether it’s through workshop facilitation or a ‘Design Sprint’ to develop a concept within a few weeks. By engaging with our innovation services, we can help tackle any business problem.  

To find out more about TAL's innovation capabilities, or about Health Scout, speak to your Partnership Manager.