Superannuation funds must prioritise members financial interests, guiding emotionally driven investors towards apt solutions for investment success. : Superannuation funds must prioritise members financial interests, guiding emotionally driven investors towards apt solutions for investment success. Brighter Super head of advice Steven O'Donoghue says that members can be driven by emotions in their investments or retirement, even though a trustee's obligation is to protect their financial interests. "This underlines the challenge of financial literacy," O'Donoghue told Financial Standard.