Making it personal

The Rolls Royce of pension statements

The post’s arrived… and YES, it’s my annual statement – how exciting!

No-one, ever.

We know annual workplace pension statements are important – but we're equally aware that members really struggle to understand what they mean for them and their retirement. So, rather than replacing them, we’ve given them a shorter and – frankly – more interesting little brother.

The personalised video.

At the beginning of 2018, we teamed up with Rolls-Royce to pilot the use of personalised videos to summarise their members’ annual statements. It’s been a long journey to go live, but we launched the campaign on 7 December to around 7,200 of their members.

So, what are we looking to achieve?

Many employees barely have any relationship with their pension pot. Like that slightly dull aunt you visit once a year – round about now – and want to get away from as soon as you get there. That’s if you can remember how to get there at all.Instead of this, we want the pension pot to be a valued friend who you see regularly and know really well. Our video is key to this transformation, as it will:

Make members realise that Aviva is their pension provider and they have a relationship with us

Inspire them to understand more about their pension

and, as time goes by, increase their activity within My Money.

Members under 45

Members over 45

We’ve had 1,611 unique video views to date and the campaign will continue into January 2019, targeting the remaining members of Rolls Royce’s schemes.

Moving forward, we want to use personalised videos to help other clients encourage their members to engage more fully with their pensions. We’ll be using our findings from this campaign to further our mission.