Darrell Ludowyke 
Link Group’s data services company, Empirics, has added four industry funds, with total membership of about 4.5 million people, to its client roster courtesy of its merger with SuperPartners, which took effect last December.
The new clients are AustralianSuper (two million), Cbus (722,000), HESTA (800,000) and HostPlus (one million). They have signed up for Empirics’ ‘MarketSuite’ platform, which is becoming a key component in not-for-profit funds’ attempts to reduce membership leakage to the retail and SMSF sectors. MarketSuite offers access to data integration and analytics, predictive analytics, campaign management and social listening tools designed to target, understand and predict member behaviour.
Link’s member administrator, AAS, is in the process of physically merging with SuperPartners – a project which is expected to take another two years.
Darrell Ludowyke, Empirics chief executive, said the company’s analytics offering met growing demand from funds to drive more effective member retention, engagement and reporting strategies.
“The Empirics business has gone from strength to strength in the past year, and we have really consolidated our position at the forefront of providing data analytics and related services to super funds,” he said.
“The MarketSuite platform is improving member engagement, enabling funds to segment membership, analyse and predict member behaviour and provide a more targeted and relevant experience for members more than ever before.”