People's Partnership boosts pension engagement

People’s Partnership has shared new performance data on its personalised video statements for The People’s Pension members.

Results were 3x higher email engagement compared to standard communications, with 9 in 10 members watching the video all the way through, and 2 in 3 taking action after watching.

The original launch was positioned to solve a core pensions communications problem. With people seeing up to 10,000 ads per day, pension comms are still struggling to stand out.

People's Partnership is the UK's largest commercial master trust, serving over 7 million members. The personalised video statements are part of a 12-month run of product innovation that has also included retirement planning tools, a member app and a financial wellbeing integration with nudges.

When the video statements launched, David Meliveo, Chief Commercial Officer at People's Partnership, said the initiative was "another significant step forward for our aim of making pensions simpler, more accessible, and engaging for our members."

The results suggest that personalisation, rather than digital format alone, is driving engagement. When pension information feels simple, personal and relevant, members are far more likely to take notice.

This signals a model other pension providers and financial services brands could look to replicate as they reassess how they communicate complex financial information to customers.