Our Performance
Outlook
Legend
increasing
reducing
stable
Social and Relationship Capital
Challenges, uncertainties, and disruptive factors
Key challenge:
Maintaining a strong and trusted brand in a rapidly evolving information environment, where increased competition, shifting member expectations, and the fast pace of digital communication require consistent, transparent, and timely engagement to build and protect reputation.
Mitigating factors/opportunities
Measures undertaken to address the challenge:
To strengthen and protect the Fund’s brand, we intensified member and stakeholder engagement through targeted communication campaigns, consistent media presence, and proactive reputation management. Digital platforms, including social media, the Fund’s website, and mobile channels, were leveraged to deliver timely, transparent updates and showcase impact. We enhanced brand visibility through strategic partnerships, sponsorships, and community outreach initiatives, while ensuring messaging was aligned with our values and purpose. Continuous monitoring of public sentiment and media coverage informed responsive communication, enabling the Fund to address concerns swiftly and reinforce trust.
Trend during the reporting period:
This year, the Fund prioritised delivering solutions that address member needs, with a strong focus on innovation, automation, and inclusivity.
These efforts included the successful launch of Smartlife Flexi, a flexible savings product designed to enhance financial security for members.
The overall Customer Satisfaction Index (CSI) remained stable at 88%, supported by an increase in brand health from 78% to 80%, reflecting continued public confidence in the safety and performance of member savings, underpinned by consistent returns and a prudent investment strategy. Positive sentiment also improved, averaging 95% over the year—up from 92% in 2024—and peaking at 100%, driven by greater brand visibility, enhanced engagement initiatives, and impactful product innovation.
Outlook
As we advance toward Vision 2035, maintaining exceptional service remains central to our strategy, guided by our goal of sustaining a 95% customer satisfaction rate.
Over the next year, we will broaden the Smart Life product suite, enhancing Smart Life Flexi with more tailored solutions, including an affordable housing option, and launching Smart Life Fixed to provide wealth management, estate planning, and expanded healthcare access.
We will introduce group-based savings solutions to simplify registration and contributions for informal sector workers, driving inclusion and membership growth. In addition, new capabilities for voluntary top-ups will allow mandatory members to grow their retirement savings beyond statutory limits, enabling greater flexibility and long-term financial security.
Strategic priorities
- Enhance brand image
- Improve customer satisfaction
- Enhance product development
Committee oversight
KPI
- Customer satisfaction rating 95%