ASFA has appointed Sarah O’Brien to lead ASFA InPractice and to serve as the super peak body’s Chief Practice Officer. ASFA InPractice (AIP) is ASFA’s regulatory change and implementation service. Ms O’Brien commences in her role on 21 September.
Ms O’Brien joins ASFA from Rest, where she served as Head of Regulatory Policy and previously as General Manager, Regulatory and Technical Services. She has more than two decades’ experience in superannuation regulation and implementation and has also held senior roles at Commonwealth Bank and Colonial First State.
From 2016 to 2019, she was Executive Officer and Company Secretary of the Gateway Network Governance Body, which oversees the integrity and security of the super system’s transactions network. She is a member of the Women in Super National Policy Committee.
ASFA InPractice expansion
The appointment follows ASFA’s announcement in May 2026 that AIP would be expanded to better help funds, administrators, and other service providers manage major regulatory transformations from the early stages of policymaking through to practical implementation. From this financial year, all funds benefit from AIP’s services as part of their ASFA membership.
Ms O’Brien takes over the executive leadership of the Superannuation Cyber and Financial Crime Coordination Framework, which brings the super sector together in the largest collaborative member protection ever undertaken, collectively combatting cybercrime, fraud, and scams.
Another immediate priority for Ms O’Brien includes third-party vendor mapping work under CPS 230, which will give funds a shared view of the service provider dependencies they are required to identify and manage under the standard. APRA and ASIC recently warned that shared dependencies can turn isolated incidents into sector-wide disruption, and pointed to industry-led dependency mapping as part of the sector’s response to emerging risks.
Ms O’Brien will also oversee AIP’s Community of Practice on the responsible adoption and oversight of AI in super, which is developing an AI governance guide, an AI risk management guide and regulatory readiness framework, and a use case classification guide to help trustees, directors and executives meet their governance and accountability obligations as AI adoption accelerates.
Implementation a key focus for sector
ASFA CEO Mary Delahunty said implementation practitioners were crucial to turning system change into practical reality for funds.
“System change doesn’t finish when the headlines about new super legislation are published. That’s when the most complex and costly work begins, working out how new regulations and guidance translate into day-to-day business,” Ms Delahunty said.
“It’s crucial that ASFA guides this work as the peak body for the sector, and that the person providing that guidance has decades of unrivalled hands-on experience inside super.
“There are few people who understand both the regulatory intent and the reality of implementing change inside a fund as well as Sarah does. She knows where greater coordination can take unnecessary complexity and cost out of the system.”
Ms O’Brien said government and regulator focus – and member expectations – on how funds deliver were intensifying, making implementation a priority for every super fund.
“I have participated across ASFA’s fund community and working groups for many years. ASFA InPractice is a unique space, bringing together a non-competitive community of practitioners across funds, administrators and service providers, and I’m excited to now be leading that work as a part of the ASFA team,” Ms O’Brien said.
“Our job is to encourage a consistent, compliant approach to implementation across the sector. That is about making design choices centered on managing risk and protecting the security of Australians’ retirement savings. When the sector is getting implementation right across the board, every fund’s members win. I’m looking forward to working with ASFA funds to deliver for the millions of Australians they represent.”
Ends
Members of the media may contact:
Scott Roberts
Media and Content Lead
sroberts@superannuation.asn.au
0451 949 300
About ASFA
ASFA is the peak policy, research and advocacy body for Australia’s superannuation industry, and the only industry body that represents all parts of the APRA-regulated system.
Our more than 100 members include retail, industry, corporate and public sector funds and their service providers. For over sixty years, ASFA has been the voice of super, advocating for a dignified retirement for all Australians. Through research, advocacy and collaboration, ASFA promotes efficiency, sustainability and trust in Australia’s world-class retirement income system.