PensionBee is on mission to make all UK savers pension confident—especially female investors. According to their market research, women tend to need more clarity and trust before they choose a provider for their finances. Not only have studies shown that this makes them better investors, PensionBee believes it also makes them more committed to building a healthy retirement.

As part of their brand partnership, they wanted to tap into Peanut App's large community of women with a promotional email and 3 advertorials. The goal: raise pension awareness and encourage more women to sign up to PensionBee in the process. 

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The Brand Brief

PROMOTIONAL EMAIL / 
Highlighting the benefits of combining pensions with PensionBee

ADVERTORIALS / 
Build financial literacy and awareness around the topics of pension as it relates to maternity leave, the gender pension gap, divorce, and teaching children about money. 

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The Deliverables

The Brand Voice

Empathetic, Understanding, Supportive, Encouraging, Reassuring, Informative, Optimistic

PensionBee strives to make pensions easier and wants women to feel competent and eager to sign up with their technology—they love Peanut's relatable brand voice. 

Target Audience

PensionBee is on a mission to empower all women to become financially literate—women of working age all the way through retirement and beyond. 

Their targeted demographics include women who are on maternity leave, in the workforce, raising children, newly divorced, and close to retirement. 

Language

Confident and clear messaging aimed at working women and moms and those close to retirement. 

The aim is to make women feel confident talking pensions so the language needs to be simple and relatable. 

CTAs

Help Peanut users understand what their pension pot could be in retirement and how they can get there

Entice more women to sign up to PensionBee and combine their old pension pots into a new one online plan or start a self-employed one.

Key Messages

Keeping track of your pension balance 24/7
A personal bee-keeper (account manager)
Managing your pension online from the palm of your hand
Making flexible contributions in-app or online
Withdrawing with ease
Award-winning customer service

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The Project Beats

"Be Pension Confident" is the heart of PensionBee's company mission—something which resonated deeply with the VoC data pulled from the Peanut App. Across each cohort of women, was a unifying desire for clarity around their financial health and future and a longing for trust—and the obstacle of time to figure it out. 

The angle of the promotional email was 'PensionBee can save women time in their busy schedule—no matter what life stage—to secure their financial future while they juggle demands'. 

I enlisted Peanut's signature empathetic language—supportive, judgement-free, unfiltered The idea was to meet women where they are and give them the tools to get them where they would like to go. I used empowering phrases—like "take control", "big career moves", "one-woman-show"—with reassurances such as "have support" or "we see you". I carried the same sentiments in the advertorials. 

The Strategy

The results speak for themselves, with this email campaign smashing Peanut's record by achieving 20x the benchmark open rate and twice the benchmark CTR. 

The power of knowing your audience and empathising with them. 

Benchmark Open Rate

20X

Benchmark CTR

2X

The Results

Benchmark Open Rate

20X

Benchmark CTR

2X

"Your children are excellent social learners—think of them as information hunter-gathers, constantly nourishing themselves with new insights.

And you are their biggest supplier."

Notable Lines

Subject Line:

"And while a large part of your maternity leave will be spent focusing on your babe’s social, emotional, and mental well-being (yours, too), there’s also the question of your financial security."

5 Things You Need to Know About Your Pension During Maternity Leave

The Do's, Don'ts, and Benefits of Teaching Kids About Money

"Pension on the brain? Here’s how to take control of your financial future 💪"

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