What's the most important question asked by consumers looking to buy any new product: How much does it cost? : Superannuation funds shower us with heart-warming ads. Whether it's at the footy, on the TV or over the radio, smiling adults and catchy jingles sell the promise of financial security. IOOF chief executive Renato Mota: 'Size matters. It’s about delivering better prices. 'Credit:Tash Sorensen Last week, IOOF unveiled plans to become one of the country's largest funds after it acquires NAB's MLC Wealth.