A leading superannuation fund manager in Australia uses Origins to improve its gender allocation – with a particular focus in improving gender assignment for members of CALD communities.

Drawing on the vast data compiled by Origins, the organisation has lifted the number of members with an assigned gender by almost 80,000 – enabling them to use more personalised communication and be more precise in compiling campaign selections.

The latter delivers an important benefit as gender is known to be a key response factor – especially among specific CALD communities – and it now contributes to improved campaign performance.