AMP, Case Study

Reframing Super for a Generation Who May Never Retire

AMP engaged Morris to challenge the foundational assumptions of superannuation. What happens when retirement isn’t a destination — or even a concept? Morris worked with internal teams to reframe product, positioning, and engagement for a generation living longer, working differently, and investing with emotional filters. He showed why the future of super isn’t compliance — it’s clarity.

Shift: From accumulation models to life-stage alignment — super that mirrors modern expectations around freedom, purpose, and fluid identity.

The result? Internal alignment around language, strategy, and what value will need to mean next for AMP’s future-facing offers.