Royal London Pensions

The challenge

How do you get women to engage with savings and address a growing pensions gender gap?

The tension

83% of UK females admit to having little or no knowledge of pensions. With auto-enrolment, lots of people contribute to a workplace pension, but don’t give much thought to how it works.

Our Point of View

Our #SecretLife campaign helped women navigate the complex, jargon-filled world of pensions with simple, non-judgmental, bite-sized content. Working with a perfect-fit Instagram influencer helped people ask obvious questions without feeling bad about their lack of knowledge.


Launched during Pensions Awareness Week, the campaign has been a game-changer.



uplift in mobile app downloads vs. previous campaigns


customers taking action on their pension after seeing the campaign


industry average rate with influencer campaign


2021 Silver Marketing Society Star Award for Financial & Professional Services