Record SMSF growth driven by digital access

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Record SMSF growth driven by AI and digital tools, but admin and compliance challenges persist

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  • 48,500 new SMSFs were established in the 12 months to December 2025, the highest annual number on record.
  • Nearly 40% of newly established SMSFs reported using AI based tools to assess whether an SMSF was right for them before setting one up.
  • Administration remains the top challenge, with trustees citing regulation changes, investment decisions and paperwork as the hardest parts of running an SMSF.
  • 58% of newly established SMSFs invest exclusively in more familiar assets such as cash, direct shares and ETFs.

Australia’s self managed super fund (SMSF) sector is experiencing its strongest period of growth on record, driven by digital platforms, online research and the growing use of artificial intelligence. But new research shows that while SMSFs are now easier than ever to establish, the complexity of running and governing a fund remains a significant challenge for trustees.

According to the Vanguard Investment Trends 2026 SMSF Investor Report, 48,500 new SMSFs were established in the 12 months to December 2025, marking the highest annual level of new fund creation since records began. The total SMSF population now stands at approximately 664,000 funds.

The face of new SMSFs is also changing. New trustees are younger, with the average decision making trustee aged 44, and funds are increasingly being established with lower balances than in previous years. Digital channels are playing a central role in this shift, reshaping how Australians assess, establish and manage their super.

“The SMSF market is clearly entering a new phase,” said Rachel White, Head of Financial Adviser Services, Vanguard Australia.

“Technology has lowered the barriers to entry, giving more Australians confidence to take direct control of their super. But this research shows that accessibility and simplicity are not the same thing.”

Digital pathways now dominate establishment decisions

Online research is now the primary gateway into the SMSF sector. Nearly three quarters of newly established SMSFs conducted their own research online to determine whether an SMSF was suitable for them, while close to 40% used AI powered tools as part of that decision process.

“Trustees are coming into SMSFs more informed, often after extensive self education,” Ms. White said.

“That makes the quality of information and education available at the start of the journey more important than ever.”

“AI tools can be a helpful starting point for investors, but unlike professional advisers, they aren’t required to act in best interests or disclose conflicts, so people should treat their guidance with care,” Ms. White says.

Traditional professionals such as accountants and advisers remain important, but they are no longer the sole influence of establishment. Almost three in ten new SMSFs were set up via an online broker or online investment platform, reflecting a broader shift toward digital first financial decision making.

Administration remains the biggest pain point

Despite the rise of digital engagement, administration remains one of the most consistent pressure points across the SMSF lifecycle. Trustees cite choosing what to invest in, keeping track of regulatory changes, and paperwork and compliance as the hardest aspects of running a fund.

“Newly established SMSFs are particularly challenged by regulatory complexity. Keeping up with changes to superannuation rules and compliance obligations is identified as the single biggest challenge for this cohort,” Ms. White said.

Use of online SMSF administration providers has increased sharply, with almost half of newly established SMSFs now using a digital or specialist admin firm. Lower fees and bundled tax and audit services are the strongest drivers of this shift. However, many trustees still describe the experience as manual and time consuming, even when supported by digital tools.

“Digital tools help, but responsibility ultimately still sits with the trustee, and that carries a real compliance burden,” Ms. White said.

More self directed, but still reliant on advice for complexity

The report shows a decline in the proportion of SMSFs using traditional financial advisers, falling to 21%, down from 24% in the previous year. However, this does not reflect a reduced need for advice.

Instead, trustees are increasingly self directed for day to day decisions, while still requiring professional support for complex and high risk areas. Unmet advice needs are most concentrated in tax strategies, retirement planning, estate planning and intergenerational wealth transfer.

“The role of advice is evolving, not disappearing,” Ms. White said.

“Trustees are comfortable managing the basics, but they continue to recognise the value of professional expertise where financial, tax and family outcomes intersect.”

AI and online research are filling some basic guidance gaps, but they are not replacing higher order advice. Around 60% of SMSFs not currently using an adviser say they are likely to seek professional advice in the future, pointing to strong underlying demand.

Simple investments continue to dominate portfolios

Investment behaviour remains conservative in structure, particularly among new funds. The report found that 45% of all SMSFs, and 58% of newly established SMSFs, invest exclusively in ‘simple’ assets such as cash, direct shares and exchange traded funds (ETFs).

Ms. White says, “ETFs have become a core building block for newer SMSFs, offering diversification, transparency and ease of administration. Adoption of more complex or professionally managed investments depends heavily on clear value propositions, transparent fees and trust in providers.”

“Providers who can demonstrate value in simple, transparent terms are best positioned to build long term trust in this market.”

A sector defined by opportunity and responsibility

Overall, the findings of the report point to a market defined by greater self direction, persistent complexity and an ongoing need for education and support.

“SMSFs are becoming more accessible to a broader set of Australians,” Ms. White said.

“But with that opportunity comes responsibility. Trustees need the right tools, education and support to manage that responsibility well over time.”

 

 

 

 

Vanguard
17 June 2026
vanguard.com.au

 

 

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