Love is one of our five PensionBee values, driving everything we do from the way we communicate to the way we design our product. As we’re on a mission to make as many people as possible pension confident so that everyone can enjoy a happy retirement. We’ve long been dedicated to celebrating the diversity of our customers and showcasing the different experiences within our community.
After reading a report from Anything But Grey about the marketing industry’s age-related blind spot, I wanted to ensure we continue representing a core demographic of our customer base, the over 50s, in our next marketing campaign. To date, we’ve featured customers in their 50s enjoying a campervan as well as walking along the beach, and this time set out to showcase customers at home enjoying their everyday lives. It was important to us that we were visualising and reflecting back what people belonging to that age group actually look like and not just a stereotype.
In January, we sent a call out in our newsletter looking for enthusiastic customers to be a part of our marketing campaigns. We were inundated with responses and a team of us spent time speaking to customers and getting to know their stories. We selected six people to join our existing bank of testimonials, which seeks to amplify our customers’ voices in the media and share their experiences of the pensions industry. Of our new additions, half are over 50. Whilst this shouldn’t be a surprising statistic given the industry we’re in, we’re really proud to be representing this age group across our website, digital assets and offline in an authentic way.
Moira, Fiesal and Ed, who are all over 50, are three of our 240k Invested Customers. This genuine representation helps add authenticity and honesty to our marketing. They were used in the campaign alongside Suzette, Alex, Kezia and Jackson, her French Bulldog! We wanted to showcase how our customers are both preparing for and enjoying retirement.
We’re committed to highlighting the real people that are combining, contributing and withdrawing from their pensions with PensionBee. Take a look at our website and digital ads to see them there.
We’d love to hear from you! If you’re interested in sharing your PensionBee experience with the press or appearing in future campaigns send an email to [email protected].
