Reshaping the underwriting experience

According to the Australian Communications and Media Authority (ACMA), around 95% of Australians use their personal devices to go online, with people of all ages embracing the speed and accessibility that comes with mobile technology.¹

With members showing a clear preference for simple, mobile-first experiences, insurance is no exception. 

Members expect fast and seamless processes

Our digital platform, TAL Connect, enables members to increase, decrease or cancel their insurance cover through simple, seamless journeys. Recent platform data highlights how streamlining the experience improves engagement, service and satisfaction. This in turn strengthens loyalty and supports long-term relationships between funds and their members. 

Digital usage is now the norm. In the first quarter of 2025, 97% of underwritten applications TAL received were submitted digitally, with 71% completed on mobile devices. More than 16,000 members applied for cover during this period on TAL Connect, with an average application taking less than 17 minutes.² 

This behaviour points to an important reality: members see insurance as something that should be managed as easily as any other online service. Processes that feel slow or complex risk disengagement at a time when member retention is front of mind for the industry.

Feedback is both positive and informative

Member sentiment embedded within our digital journeys offers valuable suggestions on how we can improve. Feedback has been largely encouraging, with comments like “smooth process” and “clear and designed well to do online.” At the same time, pain points are just as useful to track. For example, some members have highlighted challenges when they’re selecting their occupation category. 

In response, we’ve been redesigning this part of the digital journey, and we’re excited to be rolling out some new features later this year. This kind of verbatim feedback has helped us pinpoint exact friction points that might otherwise go unseen, such as the impact of how questions are phrased. It has also informed how we develop educational tooltips, as well as the occupation search function itself.  

Addressing feedback quickly not only lifts satisfaction, but it also signals to members that their voice shapes the future of our experiences. We know that expectations of experiences are changing and so we stay in touch with members to ensure we can anticipate their needs.

Digitisation needs to evolve with members

Our approach is led by member insight, drawing on surveys, prototype testing, data analysis, sentiment tracking and feedback from partners and frontline teams.  

Automation is already delivering faster outcomes, with more than half of all underwriting applications processed automatically. This has helped to drive a 17% improvement in the straight-through acceptance rate across our portfolio.

Digital analytics also shows where members were getting stuck, particularly on the health and lifestyle questions. By simplifying these, optimising our underwriting rules engine, and adding contextual education into the journey, members get faster, clearer outcomes, with fewer frustrations and less administrative effort.  

But effective digitisation isn’t set-and-forget. It requires regular refinement to keep pace with member expectations and build confidence in the process.

What this means for funds

These trends highlight four key insights: 

• Digital adoption is high and growing. Members expect to engage with insurance in the same way they manage their banking or shopping.
• Small friction points matter. Even minor frustrations can undermine trust and cause drop-offs, impacting member satisfaction and retention.
• Insurance engagement supports loyalty. Members who customise their cover show up to five times greater loyalty to their super fund compared to those with only default cover or no insurance.
• Automation must stay human-centred. Rules engines and straight-through processing only work when they reflect real member behaviours and feedback. 

At TAL, our focus is to partner with funds in building experiences that keep pace with member expectations. The challenge ahead is not just digitising processes, but ensuring those digital pathways feel human, personalised, intuitive and fair. 

For more information about how TAL’s digital solutions can support your members, contact your Partnership Manager or Digital Partnership Manager. 

¹ Australian Communications and Media Authority (ACMA), How we use the internet, 2024.

²Analysis of TAL Connect platform data, April-June 2025.