Rest has appointed Simone Van Veen as its new chief member officer, commencing in August 2025, subject to regulatory requirements.
Van Veen, a seasoned financial services leader with a strong member focus, joined the fund to support its ongoing mission of simplifying the superannuation experience for more than 2 million members.
Chief executive officer Vicki Doyle welcomed the new hire, highlighting Van Veen’s significant experience in enhancing member engagement and digital transformation.
“We are dedicated to simplifying the experience of super for our 2 million members and empowering them to shape a future where they can reach their best-possible retirement outcomes,” Doyle said.
“Our ambition is to support our members through easy and seamless digital experiences, alongside the right advice, tools and products.”
Rest has already made notable strides in digital innovation, with 1 million members having downloaded the Rest app, according to Doyle.
The fund has also been among the first to offer members a digital member card, reinforcing its drive to lead digitally within the super industry.
“Simone brings a highly commercial focus to Rest, alongside deep digital experience, that is anchored in strong leadership skills and customer-centric values,” Doyle added.
“Simone’s appointment supports Rest’s focus on our members, while also recognising the importance of our strategic partner and employer relationships at a crucial juncture for Rest and the superannuation industry more broadly.
“We are delighted to welcome Simone to the Rest team and are excited to work with her to achieve our mission to make super simple for our more than 2 million members.”
Van Veen joins Rest from Bank First in Melbourne, where she served as chief member officer for the past four years. Additionally, she spent over 15 years at NAB, most recently as executive, consumer everyday banking experience.
“Superannuation is central to shaping the future of working Australians,” Van Veen said. “It’s a privilege to be joining Rest as chief member officer and lead a team with a well-earned reputation for championing members.”
Her appointment follows the departure of Deborah Potts from the role in December 2024. Andrew Ford, general manager, brand and member experience, served as interim chief member officer in the interim and will continue in a key leadership role after Van Veen’s commencement.
“I’d like to acknowledge and thank Andrew for stepping in during the past six months and leading our member team as they continued to simplify super for our members,” Doyle said.
Van Veen will be based in Melbourne and will officially begin her new role on 25 August.
