9 in 10 Watch to the End: How People's Pension Engages 7 Million Members with Personalised Video

Making every moment matter, across a lifetime of saving.

People's Pension now reaches 95% of its 7 million members with personalised video. Nine in ten watch to the end, two in three take action, and email engagement has tripled.

Working with VideoSmart, People's Pension turned two key moments, the welcome when members join and the annual statement every year after, into super touchpoints. Each one uses the member's own data to create a moment of real impact and significance.

Pension providers have a rare privilege, and a real challenge: customers stay with them for most of their adult lives. That relationship is built on moments that matter throughout the customer journey, and People's Pension wanted every one of them to count.

The challenge: from obligation to engagement

Pension communications have an engagement problem. Many members don't feel confident about pensions, and their pension is one of many things competing for their attention. Most communications are generic, so they rarely speak to a member's own situation.

People's Pension wanted long-term saving to feel relevant and immediate, not abstract. That meant solving two problems at once:

•  Clarity: making complex financial data instantly understandable.

•  Scale: doing it personally for every one of 7 million members, not with a generic template and a name merged in.

The solution: a video for every key moment

VideoSmart replaced static, one-size-fits-all statements with personalised, data-driven video. Each video pulls in the member's real name, pot value, investment profile and projections, and turns them into a short, watchable story.

Rather than focusing on the statement alone, the programme follows the member's relationship with their pension:

•  Welcome video: sent when a member joins. It explains what People's Pension stands for and how contributions work, and drives app downloads from day one.

Watch the welcome video:

•  Annual Round-up video: sent each year alongside the written statement. It visualises the member's contributions, employer payments, current pot value and future projections. 

Watch the Annual Round-up video:

Personal, not just personalised

This is far more than a name on a title card. Each video changes scene by scene based on the member's own data, including variable scenes that only appear for certain members.

Welcome video: 8 data points

•  Name

•  Employer name

•  Employee contribution

•  Employer contribution

•  Investment type

•  Number of members

•  Total contributions

•  New or returning member (variable scene)

Annual Round-Up video: 13 data points

•  Name

•  Statement date

•  Age of pension

•  Investment type

•  Member contribution

•  Employer contribution

•  Savings rewards

•  Total pot value

•  Retirement project

•  Transferred in, yes or no (variable scene)

Meeting members where they are

Personalised video only works if members see it. So the videos were delivered where members already are: in their inbox, in a digital format that's easy to open and click.

Supporting emails and landing pages carry members from inbox, to video, to the People's Pension app, keeping engagement going long after the video ends.

The results

The numbers show members are responding:

A document people used to skim, or skip entirely, has become something they watch and act on.

In their words

“Personalised video summaries turn complex information into something simple, relevant, and easy to understand. Each year, alongside their statement, members receive a tailored video showing their contributions, current value, and what it could mean for their future. The impact is clear, 9 out of 10 watch from start to finish. 2 in 3 take action and email engagement triples!”

David Meliveo, Chief Commercial Officer, People's Partnership

Bring your communications to life

Want your customers to watch, understand and act on what you send them? Talk to VideoSmart about personalised video.