Finance: News brands are the go-to source for super switchers

With emma data showing 2.3 million news brand readers are open to changing their superannuation fund, news media offers the perfect opportunity for super brands to assert their influence.

The data shows 1.6 million news brand readers intend to investigate their options for switching super funds while another 743,000 readers will switch some or all of their funds. Potential switchers have less expectation that super will be their main source of income with those aged 45 or older are more likely to invest in industry funds, while a third of switchers aged 18-to-44 are interested in investing in self-managed super funds.