A direct messaging capability is also available, which can connect website users to a team member in real time.

SuperConcepts chief executive Grant Christensen said the SMSF space can be complex, so the chatbot provides a tool to help users find the information they need based on just a few questions.

“Whether it’s educating individuals interested in establishing an SMSF or finding the right software solution for accountants, there are a lot of moving parts to what we offer and the chatbot will remove the residual noise so users can easily find what they need,” explained Mr Christensen.

With artificial intelligence and machine learning continuing to take a front row seat, Mr Christensen said SuperConcepts has committed resources to ensure its users can also leverage these advancements.

“Customer trust and data security are critical to everything we do at SuperConcepts, so when it comes to collecting personal information, the bot will be solely used to triage users with the intention of connecting clients to customer service managers and leads to a sales team member,” he said.

“We continually look for ways to improve our services and this chatbot is a part of our ongoing digital transformation, which is now embedded into our culture of innovation that will continually push for new and better ways to operate.”

The bot will be available 24/7, however the ability to directly speak to a SuperConcepts team member will be limited to 8:00am to 5:00pm Monday to Friday.