PensionBee has launched a brand campaign that reframes retirement as a period of personal reinvention rather than financial obligation.
The campaign, called “Born to Retire”, has launched as a multi-channel brand campaign running across TV, radio, digital and outdoor, developed with creative agency Wildish & Co.
A reworked version of “Born to Be Wild” runs through the creative, with a single question anchoring all executions: “Who could you be with PensionBee.”
The campaign marks a deliberate shift in strategy. Where earlier PensionBee campaigns explained how pension consolidation works, Born to Retire puts the person first and the pension as the tool that gets them there.
Jasper Martens, CMO at PensionBee, said: “As a brand you have to earn the right to say more, and that right has been earned step-by-step.”
The approach is a conscious departure from fear-based pension advertising, leading with aspiration and identity rather than risk and obligation.
PensionBee’s own research found that 64% of consumers cite travel and hobbies as their primary retirement goals, with 49% prioritising time with family and friends, figures that informed the campaign’s decision to lead with lived experience rather than financial milestones.
PensionBee has 327,000 invested customers and £8.6 billion in assets under administration. The campaign reflects a broader shift in pension marketing, as providers move away from obligation and anxiety as the primary drivers of engagement.