The number of money savvy Aussies running their own superannuation wealth via a self managed super fund is on the rise. Why is this so?

There’s a trending rejection of industry super funds as money savvy Australians are deciding to run their own super investments via self-managed super funds (SMSFs). This has meant billions of super savings have left the likes of Cbus, Rest and Australian Super.

The AFR’s Andrew Hobbs and Lucas Baird talked with listed platform provider HUB24 that owns Class, a software solution for those running an SMSF. This service provides record-keeping, tax obligations, performance tracking and other critical services to help the client be on top of their SMSF.

HUB told the AFR team that 14,500 SMSFs were created in the September quarter, a third higher than the same quarter in 2024. This revelation matches the observation of The Conexus Institute that $150 million is leaving our big super funds, wait for it, every day!

The AFR team provided important data that would-be SMSF savers should note carefully, namely:

1. Total assets in SMSFs were $1.07 trillion as of September last year.
2. The average balance of a starting SMSF is $469,000.
3. Gen X, those between 45 and 59 years of age, were the drivers of this rising trend over the quarter, taking 49.3% of the jump in new SMSFs.
4. Millennials, those aged 30 to 44, were responsible for 41% of new SMSFs over the quarter.

Why is this happening?

1. The Australian Securities and Investments Commission (ASIC) is worried that financial advisers are encouraging the growth of clients into SMSFs, with surveys showing that 60% were not seen to be in the best interests of those clients.
2. The failure of First Guardian and Shield Master Fund has led to individuals deciding not relying on big financial groups to grow their super.
3. As super balances grow in value, the cost of an industry super fund becomes considerable in dollar terms. For example, if a fund charges 0.7% for the service and the super member has $1 million in super, the cost is $7,000. For that money, a financial adviser could help set up an SMSF and give specific advice to the client’s circumstances.
4. Historically, as super balances go over $300,000, SMSFs can be price effective, especially if the member does it D-I-Y and, say, uses the service from Class.
5. Some people want to put property into their SMSF as a part of an investment or even retirement strategy.
6. The age of Exchange Traded Funds (ETFs) means it’s easier for the inexperienced to create a super portfolio of assets.
7. The age of the internet and financial education that Gen X and Y Australians have had access to means more people are keen to run their own assets.
8. Finally, in the age of where it’s harder for younger Australians to own property, super is being seen as an important asset. That’s leading to many people taking more control over their financial destiny.

The AFR team echoed many of my observations reporting that “the most popular investments in new SMSFs are cash and term deposits, direct property, and Australian equities. Exchange-traded funds account for about 8 per cent of total new SMSF investments by value.”

However, the rise of bitcoin and gold, as new age, headline-grabbing assets to invest in, is also making super savers look at SMSFs.

For those worried that financial advisers are twisting the arms of inexperienced investors, HUB’s research shows 80% of the new SMSFs set up were done without an adviser. Of course, accountants or even mortgage brokers could be involved but the data does suggest that Australians see SMSFs as a viable product to grow their wealth.

The industry believes that this growth trend of SMSFs will be sped up as artificial intelligence takes root in coming years.

But let’s keep all this in perspective. Superguide.com looked at ATO statistics and reported: “As at June 2025, 653,062 SMSFs in Australia had a combined total of more than 1.2 million members. Although this represents less than 5% of Australia’s population, they accounted for $1.05 trillion in assets, or about 24% of the $4.33 trillion invested in superannuation.”

What you have to conclude is that as super balances grow, more and more Australians are comparing industry super funds to SMSFs and the latter is on the rise, though the number actually running an SMSF is still small compared to the country’s population.