// startup autopsy

Good Super

Ethical superannuation with a conscience but not enough members to survive.

marketfitSlow Death

Years-long decline before final shutdown · Fatal mistake: Underestimated the cost and complexity of competing with established superannuation funds that benefit from regulatory protections and employer default status.

Founded	2013
Closed	2016
Country	Aus
Sector	Fintech

50%

Key Events Timeline

2013-01-01

FOUNDING

Good Super founded to offer Australians an ethical superannuation fund alternative.

2014-06-01

FUNDING

Raised $2.33M in total funding to build out its ethical investment platform and grow member base.

2015-03-01

PRODUCT LAUNCH

Full ethical superannuation product launched to the public, competing directly with established funds.

2016-06-01

SHUTDOWN

Good Super ceased operations after failing to reach the member scale required for financial sustainability.

Full Analysis

Analyst plan

Documented cause

Good Super, an Australian ethical superannuation (pension) fintech startup, failed due to insufficient member scale to sustain operations. The startup raised only $2.33M, which proved inadequate to compete in t...

he highly consolidated Australian superannuation market dominated by large, established funds with significant regulatory advantages and economies of scale. The core challenge was structural: the supe

Verified lesson

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€2.8M

Peak valuation

HypeCycle · MoatType · ResearchTags

Good Super raised €2.334548M before underestimated the cost and complexity of competing with established superannuation funds that benefit from regulatory protections and employer default status. ended it. See the documented cause, verified lesson and all failure signals.

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