Holding up a Mirror to Pension Apathy

Client: Scottish Widows

With the state pension fund expected to run out in 2033 and a total lack of pensions engagement, private pension providers like Scottish Widows have a huge challenge ahead to secure their customers’ financial futures.

We know engagement matters: that people who check their pension regularly are more likely to retire with a larger pension pot. But the vast majority of Scottish Widows pension scheme members hadn’t even logged in to their pension account in the past 12 months. To tackle this, we set three objectives. 1) Increase app registrations 2) drive engagement 3) reach more people. Rather than asking people to check their pension, we asked one simple question instead… Ever wondered how old you look? To answer this, we developed Pension Mirror. Our AI tool scans your face, guesses your age, and tells you the average pension savings for your age mates. Making you wonder: how do I compare? Prompting you to download the app. And it worked. We created an effective tool that increased app downloads by 193%, has over 1/2 million interactions, and got people talking about pensions.