Super Fierce Company Profile

Background

Super Fierce is an Australian wealth technology platform and social enterprise founded in 2019. The company's mission is to close the 47% gender superannuation gap in Australia by providing affordable and accessible financial advice, particularly targeting women. Super Fierce envisions a world where financial security is equitable and sustainable, focusing on creating a fairer financial system for everyone, with an emphasis on addressing gender inequalities.

Key Strategic Focus

Super Fierce's strategic focus centers on:

Affordable Financial Advice: Offering scalable and affordable digital statements of advice to help individuals optimize their superannuation funds.

Fee Reduction and Performance Maximization: Assisting users in switching to low-cost super funds to minimize unnecessary fees and enhance returns.

Gender Wealth Gap Reduction: Specifically targeting women to address and reduce the gender wealth and retirement gaps in Australia.

Financials and Funding

Super Fierce has raised a total of $1.07 million in seed funding as of March 2022. Notable investors include:

Amalfi Capital Management: A hedge fund.

Andrew Hamilton: An angel investor.

Chapman Capital Partners: A corporate investor.

Raymond Spencer: An angel investor.

Seed Space Venture Capital: A venture capital firm.

The capital is intended to enhance the platform's capabilities, expand its user base, and further its mission of closing the gender superannuation gap.

Technological Platform and Innovation

Super Fierce distinguishes itself through its proprietary technological platform, which includes:

Fierce Performance Index (FPI): Launched in July 2022, the FPI is Australia's first unbiased super fund comparison index covering 99.8% of the market. It analyzes performance across multiple market cycles and investment options, providing a comprehensive assessment of super fund performance.

Leadership Team

Trenna Probert: Founder & CEO. Trenna leads the company's strategic vision and operations, focusing on closing the gender wealth gap.

Keith Moore: Co-Founder & Chief Technology Officer. Keith oversees the technological development and innovation of the platform.

Craig Swanger: Co-Founder & Investment Analyst. Craig brings extensive experience in investment analysis, contributing to the development of the Fierce Performance Index.

Competitor Profile

Market Insights and Dynamics

The Australian superannuation industry is substantial, with over 359 superannuation funds and 2,069 investment options. The market is characterized by a mix of industry and retail funds, with increasing emphasis on performance transparency and fee reduction.

Competitor Analysis

Key competitors in the superannuation advisory and comparison space include:

Canstar: Provides financial product comparisons, including superannuation funds.

RateCity: Offers comparisons of various financial products, including super funds.

Finder: A comparison website covering a wide range of financial products.

These competitors focus on providing consumers with information to make informed decisions about their superannuation investments.

Strategic Collaborations and Partnerships

Super Fierce operates as an independent entity and does not have publicly disclosed strategic collaborations or partnerships. Its focus remains on providing unbiased and comprehensive superannuation advice to its users.

Operational Insights

Super Fierce's distinct competitive advantages include:

Unbiased Analysis: The Fierce Performance Index offers an impartial assessment of super fund performance, free from "pay-to-play" biases.

Focus on Gender Wealth Gap: A dedicated mission to address and reduce the gender superannuation gap sets Super Fierce apart in the market.

Technological Innovation: The development of proprietary tools like the FPI demonstrates a commitment to leveraging technology for financial empowerment.

Strategic Opportunities and Future Directions

Super Fierce aims to:

Expand User Base: Increase outreach to more Australians, particularly women, to help them optimize their superannuation.

Enhance Technological Capabilities: Further develop and refine the Fierce Performance Index and other tools to provide more personalized and effective advice.

Advocate for Policy Change: Engage in initiatives and advocacy to influence policies that address the gender wealth gap and promote financial equity.