Turning complex pension data into compelling, individually relevant experiences.
The Challenge
One of the UKs largest pension and investment companies faced a universal retention challenge where customers weren’t engaging with their accounts or accessing statements.
Traditional communications weren’t cutting through, creating a disconnect that weakened customer relationships. Poor engagement means customers make uninformed financial decisions, satisfaction plummets, and providers face potential non-compliance.
They needed to bridge the engagement gap and demonstrate value before customers disengaged.
The Solution
Personalised video emails were deployed through MBA Groups VideoSmart agency to deliver yearly pension reviews.
Each video included 15+ points of personalisation. Clickable CTAs drove users to log into their accounts and download the company’s app.
The videos transformed complex jargon into digestible, visually engaging content. By delivering dynamic and personally relevant data in a concise format, customers easily understand their pension performance to make informed decisions about their futures, strengthening their connection to the provider.
The Impact
The most effective pension communications don’t wait for customers to disengage – they intervene early, with content that is relevant, visually compelling, and impossible to ignore.
- 320% uplift on industry average click-rates
- 98% of videos played were watched till the end
- High video ratings from viewers
- Gold award in ‘Member Communications’ at the Workplace Pension Ratings
When complex performance data is made genuinely understandable, customers don’t just consume it, they recognise the value of their investment and feel more confident in their provider. The real shift happens when communications stop being passive documents and become active, educational experiences – that’s when understanding converts into engagement, and engagement converts into action.