Case Study: HESTA achieves a 40% increase in new member retention with Adobe Experience Cloud

HESTA guides members into a more secure retirement with valuable, personalized information and services

HESTA is an Australian superannuation fund serving 870,000 people working in health and community services—80% of whom are women—with a mission to help members prepare for secure retirements. Faced with a static website, siloed data and low retention in the first 12 months after sign-up, HESTA needed better member insight and personalized communication to drive engagement and long‑term saving behaviour.

By implementing an integrated Adobe Experience Cloud stack (including Experience Manager, Campaign, Analytics, Audience Manager, Target and Advertising Cloud) and a psychographic segmentation model, HESTA built personalized journeys and a triggered welcome series that delivers next‑best actions in real time. The result: a 40% rise in new‑member retention, email open rates up to 50%, members 1.6× more likely to take positive action, a 44% lift in website actions and an industry‑leading member satisfaction score of 7.45/10.

Hesta

Georgie Obst

General Manager of Customer Loyalty