Australians are disconnected from their retirements and often realise the value of super too late. MLC wanted to shift this behaviour and drive engagement in the here and now.

Reimagining the category
We reframed retirement as something built today, not in the distant future, with superannuation powering that outcome across a lifetime.

Instead of telling people what their future could be, we focused on the work MLC does with them every day, over a lifetime, to get them there.

Solution
‘A Lifetime in the Making’ has become the north star for all decisioning and activity at MLC.