If superannuation is ever going to play a greater role in the lives of Australians, the industry needs to cross the paths of Australians more often.
A few weeks ago this correspondent suggested that the wealth sector look to translate the highly esoteric language of super into plain English as a critical step to raising engagement among members.
But much more can be done if Australians are to start to understand super like they understand their mortgage (and why shouldn't they?), maximise retirement incomes and learn to better manage their savings. 
With the help of technology, none of this should be overly difficult. In some cases, industry-wide initiatives might be necessary.
This is not to say that super fund executives are reclining in their armchairs with their feet on the desk. Encouragingly schemes, for example, are launching apps that give balance updates in a couple of clicks, alert members every time a super contribution hits their account, allow members to change their investment options and provide a seamless way for a new employer to contribute into a member's account.
But the industry could do more to spread the super love.
Generally speaking consumers tend to pay greater attention to their finances at key events in their lives, such as buying a home, having a baby, becoming an empty nester, setting up a business, divorce, the contraction of a severe illness or retirement.
It would make sense for super funds to make their presence felt at those critical times to ensure that their members are making the best possible financial decisions. Given the long-term nature of super, retirement schemes are among the few institutions that potentially play a role across a great stretch of their members' lives - not quite cradle to grave, but in many cases, not far off it.
Let's take the milestone of having a child.
It is true that super funds don't necessarily know when a female member gives birth to a child, and therefore might be in the perfect position make use of the government co-contribution scheme or spouse contributions. But why not get information about super and the options available into hospitals' maternity show bags, alongside the baby wipes and sample nappies?
There is another opportunity to liaise with new mothers, once they have perhaps recovered from the shock of having a baby, by getting council-run new parent and baby groups to distribute information about super and the joys of contributions splitting.
Likewise, super funds don't necessarily know when their members go and establish their own business - and, as evidence suggests, will be tempted to dial down their contributions.
Luckily, there is Facebook for that. The internet is littered with Facebook groups aimed at entrepreneurs, young entrepreneurs, female entrepreneurs and every other kind of entrepeneur. The other day a colleague showed me one called, errr, Like Minded Bitches Drinking Wine. A closed group of female business owners, it is quite serious, with more than 8700 members exchanging information about their companies and life more generally. Surely many of these budding entrepreneurs could do with some super and general savings awareness education. If the super industry wanted to reach out to women in a bid to address the gender retirement incomes gap, the internet is also home to a large number of Facebook mothers groups.
There are other key stages in consumers' lives that super funds do know about. If a couple gets divorced, there will be a court order to split super accounts. A fund will know when a member receives a large death benefit or disability payment, or receives a payout because of hardship.
In the last two cases, super funds would do their members a great service by helping to ensure that financially unsophisticated individuals don't fritter the money away, which is easily done if the individual has never had to deal with a large sum of money before.
In the case of divorce, super funds could help the separate parties to get on the right financial track. This could be particularly helpful for women, given the data suggesting that women tend to do worse financially as a result of divorce than men.