Super funds are overlooking women who are equally involved in or actually make 90 per cent of the financial decisions in households, in their promotions and advertising to new members, research from CoreData reveals.

CoreData group chief executive officer Andrew Inwood said super funds must better tailor their offerings to women.

“Whether we admit it or not… women make decisions about finance fundamentally differently to men,’’ Inwood said.

“Women are very good at thinking about the future as opposed to men… women are better at seeking advice and help in terms of financial services… [and] women are much more likely to make decisions around utility than emotional drivers.”