Superannuation funds are pouring money into more customer service staff and improving their technological and training offerings as the government and regulators warn of a crackdown on poor standards across the $3.5 trillion sector.

Industry super behemoth AustralianSuper has hired at least 45 in its customer complaints team since July, while it and other major funds such as Australian Retirement Trust, Aware Super, UniSuper, Rest Super, Hostplus, HESTA, Colonial First State and TelstraSuper are all advertising for more customer service staff.