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Pension funds find how to boost awareness among members

Pensiondanmark and Lærernes Pension (The Teachers' Pension Fund) have successfully attracted the interest of their customers. Their secret: Get to know your individual customers better so you can target information.

When an e-mail from your pension provider lands, many Danes scroll straight past it – along with a pang of guilt. Pensions are characterized as a "low interest area", and Jan Parner, Deputy Director of the Danish Financial Supervisory Agency (FSA), has made it clear that the sector has to find better ways of communicating with its customers.

But while many in the pension sector are struggling to reach their customers, two pension funds have had great success in interacting with the customers. The recipe for both Lærernes Pension (The Teachers' Pension Fund) and Pensiondanmark is to drop mass communication in a single e-mail to all customers, and instead target e-mail, website and text messages to the individual customer.

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