A campaign platform can be used to make the same plan available to different people.
On the one hand, a campaign can be created that targets higher earners and aims to close the pension gap, which is more in line with higher incomes. This campaign can also point out tax advantages and should, therefore, appear reputable and convey exclusivity. It also addresses people who have received a large lump-sum payment from a life insurance policy or similar and are elderly. Over time, a customer’s preference may change from receiving a lump-sum payment to regular pension payments. This is an opportunity to meet such needs and to be proactive in informing the customer of their options. Special payments or pension insurance with one-off payments are suitable for this. Security and a peaceful retirement can play a role in this target group-specific approach. Using the post would be suitable approach for this target group
Another target group are parents who are already thinking about their children’s distant future and would like to secure their futures through pension insurance. As an example, part of the child tax benefit can be used for this purpose. Traditional family values and ideas of happy children and parents would be suitable themes for this approach. A video address is suitable for conveying the corresponding emotions.
Those who have recently begun their careers and have just finished their training or completed their studies need to close their future pension gap. Demographic developments have increased the need for this, while at the same time, the chance of profiting from the compound interest effect at an early stage is decreasing. If there is already an existing contract, this group can adjust the premiums upwards or draft a new contract for their old-age pension. Addressing this target group via app or landing page is suitable for their age group’s digital communication needs.