Trusted, respected and ready for more: 2025 brand survey results 

The results from our 2025 Roy Morgan brand survey bring good news: more Australians than ever understand what we do and, importantly, they trust us to do it well. The not-so-good news? We've got some work ahead, particularly when it comes to reaching the next generation. 

The headlines worth celebrating 

Let's start with what should make every actuary hold their head a little higher. Among 31 professions rated for honesty and ethical standards, actuaries ranked 11th overall and first among all financial services professions.

We outranked accountants, bank managers and stockbrokers. In an era when trust in institutions has taken a battering post-COVID and through the cost-of-living crisis, maintaining a strong ethical standing is no small achievement. 

More than half of Australians (52%) have some knowledge of the actuarial profession, a figure that has held steady since 2019. Among professionals and white-collar workers, that number climbs to 58%, with executives showing particularly strong awareness at 84%. 

Perhaps most encouraging is the shift in female awareness of the profession. Since 2019, female awareness has grown by 7.5 percentage points, narrowing the gender awareness gap by almost 10%. This is positive momentum as we continue our focus on diversity across the profession. 

We're more than insurance and banking 

The survey also explored perceptions of where actuaries can work. While banking and financial services (76%) and insurance and superannuation (67%) remained the most commonly identified sectors, there's promising recognition across a much wider range of industries. 

Over half of professional respondents identified the government and public sector as an area where actuaries work. Meaningful proportions also recognised management consulting (41%), health (35%), energy and utilities (35%), mining and resources (33%), technology and start-ups (31%), telecommunications (27%) and retail and FMCG (26%). 

This is validation of our members who are moving into broader areas and of our campaigns to position actuaries as valuable contributors across diverse industries. The ' Do Data Better ' and ' Beyond Data ' campaigns have been building awareness with business leaders that actuarial skills extend well beyond ‘traditional’ roles. 

Addressing future challenges 

When professionals were asked about the value actuaries bring to future challenges such as climate change, health, equality and housing affordability, more than half who formed a view (53%) rated actuaries as highly valuable. The correlation between awareness and positive perception was stark: those who knew about actuaries were significantly more likely to see our potential contribution to these pressing issues. 

Similarly, 40% of professionals believed actuaries could help government and business advance in AI. However, nearly half (47%) remained uncertain, underscoring the need to build broader recognition of our capabilities in emerging technology spaces. 

The elephant in the room: reaching younger Australians 

Now for the finding that should prompt some reflection. Awareness of actuaries among 18-24 year olds sits at just 31%, down from 40% in 2019. These are our future leaders; the students who will decide whether to pursue actuarial study, the early career professionals exploring their options. 

If young Australians don't know we exist, they won’t choose to partner and work with us.  

This isn't a problem the Institute can solve alone. It requires all of us to play a role in making the profession visible to the next generation. 

What you can do 

The survey confirms something we've long known: awareness drives perception. When people understand what actuaries do, they rate us highly. The challenge is extending that understanding to new audiences. 

Here's how you can help - let's do this together: 

• Watch and share our brand videos . The Beyond Data campaign features interviews with board members and CEOs who explain how actuaries are solving complex challenges across diverse sectors. Share them with your networks, particularly on LinkedIn, where decision-makers spend their time. 
• Wear your credentials with pride. Your designation is globally recognised and hard-earned, signalling credibility across industries from finance and insurance to data science, sustainability and government. Make sure it's working for you. Use your post-nominals in communications, add actuary to your LinkedIn headline and list your qualification in your education section. 
• Be active on LinkedIn . When you like, comment on or share Institute content, you amplify our reach exponentially. Talk about the work you do and the problems you solve.  
• Tell your story . Whether you're working on financial sustainability, AI transformation, climate risk modelling, health outcomes or emerging areas, your story helps others understand what actuaries actually do. Consider writing for Actuaries Digital, presenting at events or simply being more vocal about your work in professional settings.  
• Champion the profession to students. If you have connections to universities, career fairs or young professional networks, use them. Mentoring a student or speaking at a campus event could spark someone's actuarial journey. 
• Volunteer . The Institute's work is powered by over 800 volunteers who give their time across practice committees, working groups, education programs and events. Volunteering connects you with peers across the profession while contributing to our collective impact.   

Looking ahead 

The 2025 survey provides both endorsement and direction. We're trusted and respected. We're increasingly recognised beyond financial industry roles. But we need to reach younger audiences and continue building awareness among the decision-makers who might not yet know what we can offer. 

The Institute's 2026 brand campaign will build on these insights with a dual focus: growing the pipeline of future actuaries by engaging university students and raising awareness among employers of the strategic talent actuaries bring to organisations. 

Every conversation you have about your work, every article you share, every student you mentor contributes to the collective visibility of our profession. The survey tells us that when people know us, they trust us. Now let's make sure more people know us. 

The 2025 Brand Survey was conducted by Roy Morgan from 2-11 December 2025, achieving 1,097 valid responses from Australians aged 18+, with 804 responses from professionals and white-collar workers.