Closing the future gap: Helping members take better financial action today

ARTICLE

1 June 2026

2 min read

Across the retirement and financial advice ecosystem, we share a common goal: helping people build healthier, more financially secure futures. Yet even when the path is clear – consolidate super, salary sacrifice a little more, review insurance, and use financial tools – intentions don’t always turn into action.

Behavioural science helps explain why:

Present bias¹ makes today’s needs, expenses, and comforts feel more urgent than long-term financial security.
Our “future self” feels distant, making retirement planning feel abstract – like giving money to a stranger.
Friction and complexity (forms, choices, jargon) push decisions toward “I’ll do it later”.

Real-world examples with AIA Vitality

At AIA Australia, our Behavioural Science team collaborated with London Business School to demonstrate that when we bridge this “future self gap”, people are more likely to take action. In one AIA Vitality² email campaign, personalised messages about “healthy years ahead” and the small steps that extend them led to a 38% increase in engagement.

Beyond communications, this principle can also be embedded into product and experience design. This is reflected in the partnership between Commonwealth Superannuation Corporation (CSC) and AIA, where AIA Vitality links everyday health behaviours to long‑term retirement outcomes by enabling members to contribute their weekly Active Benefit reward into their superannuation account. By making the future benefits of financial wellbeing feel more immediate, the experience strengthens members’ connection to their future selves and supports sustained engagement with their retirement savings. Watch the story in our Designed Together series.

This same principle can be applied by both super funds and financial advisers to motivate earlier financial action.

What this means for super funds

Frame abstract balances as future lifestyle clarity, making retirement feel real rather than numerical.
Help members emotionally connect with their “future self” through simple, personalised projections.
Reduce overwhelm by designing micro‑steps to make it easier to get started and build confidence early.
Use smart defaults and pre‑filled information to guide better choices.
Reinforce progress to build positive momentum, even through small early wins.

By making the future feel closer and the next step easier, members are more likely to act in their own long-term financial interests.

What this means for financial advisers

Make goals more vivid and personally meaningful, strengthening commitment.
Use simple, human‑centred narratives to bring clients’ future selves to life.
Reframe decisions to highlight what future lifestyle may be gained – or lost.
Provide easy, low‑effort starting points that build confidence and momentum.
Streamline journeys by removing friction or sequencing tasks more effectively.

When clients feel connected to their future selves, they’re more motivated to follow advice, take preventative steps, and stick to long-term plans.

Whether you’re a fund shaping member engagement journeys, or a financial adviser guiding clients through complex choices, the goals are the same: make the future feel closer, make the first step smaller, and make progress visible. That’s how we support people to build a confident and financially healthy retirement.

Behavioural Science at AIA

At AIA Australia, our Behavioural Science team explores how people think, decide, and act in everyday life. We use evidence from behavioural science to shape communications, experiences, products, and systems – addressing the frictions and forces that influence behaviour, and supporting Australians to live healthier, longer, better lives.

Connect with your AIA Client Development Manager to find out how we can support your members and clients through behavioural science.

References:

¹ Present bias refers to the tendency to prefer smaller immediate rewards, over larger long-term gains.

² AIA Vitality is a personalised, science-backed health and wellbeing program that supports you every day to make healthier lifestyle choices. It helps you get to know your health, provides you with the tools to improve it, and offers great incentives to keep you motivated on your journey.

Disclaimer:
Copyright © 2026 AIA Australia Limited (ABN 79 004 837 861 AFSL 230043). This is general information only, without taking into account factors like the objectives, financial situation, needs or personal circumstances of any individual and is not intended to be financial, legal, tax, medical, nutritional, health, fitness or other advice. The source information of the articles is current as of the date of publication and may be subject to change. While the information contained herein is believed to be accurate, AIA Australia expressly disclaims any and all liability for representations or warranties, expressed or implied, contained in, or for omissions from, the information.