Replacing static pension statements with fully personalised, interactive video experiences and transforming stubborn communication challenges into a catalyst for action.
The Challenge
Pension statements have long been one of financial services’ most stubborn communication challenges – dense, complex, and easy to ignore. For L&G, serving a membership base spanning tech-savvy millennials to retiring baby boomers, a one-size-fits-all approach simply wasn’t working. Members were disengaging, misunderstanding their options, and failing to act on information that could meaningfully shape their financial futures. The answer wasn’t just better content. It was smarter, more personal communication
The Solution
L&G partnered with MBA Groups, VideoSmart to transform traditional benefit statements into fully personalised, interactive video experiences, delivered securely within the member portal. Each video is dynamically generated in real time, drawing on 22+ data points to reflect the member’s actual position: their pot value, contribution levels, projected retirement outcomes, and stage in their pension journey. Rather than presenting abstract figures, the experience makes the stakes tangible, showing members a clear “where you are today vs. where you could be” comparison that turns passive reading into active understanding.
The Impact
Content is tailored across active, deferred, and retired member cohorts, with distinct messaging for each.
British Sign Language, multi-language subtitles across six languages, and clear storytelling designed for varying levels of financial confidence ensure no member is left behind. Accessibility wasn’t an afterthought. It was built into the architecture. From Understanding to Action Understanding alone isn’t enough. In-video CTAs allow members to adjust their contributions directly within the experience, creating a seamless journey from insight to action without ever leaving the secure portal environment. For financial institutions navigating the same challenge, L&G’s experience offers a clear lesson – when communication is personalised, accessible, and actionable, members don’t just understand. They engage, and they act
By applying a cross-generational strategy, the campaign was designed to appeal to both legacy customers and a younger, more discerning audience.