Impartial financial guidance for 1 in 5 retirement savers

• ‍Established: 1942 ‍
• Industry: Financial Services ‍
• No. of members: 7m+

The challenge

People's Pension oversees workplace retirement plans for more than seven million members. That's a significant responsibility, and one the organization embraces. Operating as a profit-for-people business, it reinvests its surplus to benefit members rather than shareholders.

However, providing a retirement plan alone wasn't enough. nudge's 2026 Global Financial Wellbeing research highlighted a clear gap: while 87% of people globally cite retirement as their primary financial goal, 44% have no financial plan extending beyond three years. Many members work in retail and other frontline sectors, where financial vulnerability is disproportionately high. For them, the challenge extended far beyond retirement savings. Members needed support with everyday financial decisions, including budgeting, debt management, saving, mortgages, and navigating major life events.

People's Pension therefore needed a way to deliver impartial financial guidance at scale that was unbiased, accessible, and well-integrated into the member experience.

The solution

People's Pension worked with nudge to embed its impartial, personalized financial health platform directly into its existing member portal and app. Members can access it with a single click, with no separate login or additional steps.

However, the initiative went far beyond a simple digital integration. People's Pension built a full ecosystem around nudge’s financial health platform, activating three channels simultaneously from day one:

• Direct to members via a carefully phased email campaign, scaling from 18,500 to 69,000 member communications per day across five weeks‍
• Employer partners, with around 100,000 employer contacts engaged to encourage adoption of the financial health support and extend reach across their own workforces
• Advisor and distribution networks, reaching approximately 13,000 contacts to strengthen the financial health proposition across professional channels

Alongside the digital rollout, live money masterclasses gave members the opportunity to see the platform in action, ask questions in real time, and take immediate steps to improve their financial health.

Helpdesk teams were trained ahead of launch and equipped with branded materials, ensuring conversations about financial health became a natural part of every member interaction, rather than being confined to the app alone.

The platform was designed with vulnerable users in mind. An automatic logout after 15 minutes of inactivity protects members using shared devices, an important safeguard for frontline workers. Synchronized sessions across the member portal and platform also keep the experience secure and consistent.

It's the profit-for-people promise in action: support that works as hard for members' everyday finances as their pension does for their future.

The results

Member impact

• 44% growth in registered platform users in eight weeks, close to the 50% target for the full quarter‍
• 175 new members registering every week, showing sustained growth rather than a one-off launch spike
• ‍55%+ email open rates, well above the 25% to 45% financial services benchmark
• ‍40%+ of webinar registrants attended live, with webinar weeks driving the highest sign-up volumes

Partner impact

• Nearly 1 in 3 registered members completed the financial health checkup, giving People's Pension clear insight into members' financial needs to shape future support