Rest Member Onboarding
Customer Journey and CRM Experience

Joining a super fund is one of the most important financial decisions people make, yet for many Australians it's also one of the least understood.

Rest reimagined member onboarding as an experience rather than a series of transactional emails. By combining customer journey thinking, modular CRM design and a more human tone of voice, we transformed onboarding into a connected experience that helped members understand, manage and engage with their super from day one.

  • For many members, superannuation feels complicated, impersonal and easy to ignore.

    The challenge wasn't simply delivering information—it was helping people feel confident enough to take action. Every communication was designed to reduce complexity, encourage small, achievable steps and build trust over time, making super feel less intimidating and more relevant to everyday life.

  • No two members join in the same way.

    The onboarding journey was designed as a flexible CRM system that adapted to different member scenarios, including age, funding status and app adoption. Modular templates, reusable content blocks and consistent design principles created a scalable experience that could evolve while maintaining a cohesive brand across every touchpoint.

  • Great CRM isn't just beautifully designed—it's designed to work every day.

    The system balanced flexibility with consistency, giving internal teams a practical framework for building future communications while ensuring every email felt recognisably Rest. Clear hierarchy, thoughtful UX, approachable art direction and reusable modules helped transform a complex onboarding programme into an intuitive experience for both members and marketers.

    Customer Journey Design
    CRM Experience Design
    Lifecycle Communications
    Modular Email Design
    Email Design System
    Marketing Cloud Templates
    Art Direction
    UX/UI Design
    Content Hierarchy
    Responsive Email Design
    Brand Guidelines
    Usage Guidelines

  • Customer journey design, creative direction, art direction, CRM experience design, UX/UI, design system thinking and member communications.

  • Agency: BMF
    Client: Rest Super

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Voyages CRM & Customer Journey