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PensionBee tackles retirement planning with Saracens in new "Born to Retire" ads

Press
01
Sep 2026
Press

London, 1 September 2026: PensionBee, the leading online retirement savings provider, has today launched the second instalment of "Born to Retire", its latest brand campaign which is running across connected TV, radio, out-of-home and digital channels.

The creative concept centers on a simple, motivating question: Who could you be with PensionBee? Each ad opens with a young saver getting a sudden glimpse into their future, before leaping forward to witness their older self enjoying retirement on a joyfully oversized scale. The new creative introduces Jay, who uses his retirement freedom to tour the country in a campervan, write an autobiography, and take on three Saracens rugby stars on the pitch. 

The campaign follows the recent announcement designating PensionBee as Saracens' front-of-shirt partner through the 2028/29 season. Built on a shared commitment to long-term preparation and high performance, the partnership makes its creative debut in the ad featuring England internationals Jamie George and Ben Earl, alongside Rotimi Segun. 

Created in partnership with creative agency Wildish & Co. and set to a bespoke rework of Steppenwolf’s iconic Born to Be Wild by Brother Music "Born to Retire" celebrates what's possible, helping savers see their retirement not as something to fear, but as an exciting new chapter that's worth planning for.

Jasper Martens, Chief Marketing Officer at PensionBee, said:

"Our “Born to Retire” campaign is all about reframing retirement from a distant uncertainty into a milestone worth getting excited about. Planning for the future takes teamwork, trust, and a long-term mindset – qualities that Saracens embody every time they step onto the pitch. Bringing Jamie, Ben and Rotimi into our “Born to Retire” campaign was a fantastic way to celebrate our new partnership while keeping things fun and relatable. We want to show people that taking control of your pension isn't just about financial admin; it’s about unlocking the freedom to live your best life in retirement, whatever that looks like."

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