Giving a personality to the pensions arena 05 October 2016

This week saw the launch of our new digital story-telling tool for State Street Global Advisors (SSGA), a leading global asset manager committed to helping their clients, and those who rely on them, achieve financial security.

The project started with one important question…

How do people confront the crucial financial choices they have at retirement?

Financial Institutions all over the world struggle to ‘answer' this increasingly important question and often fail miserably. In many cases, they provide dense written guidance that’s delivered in un-engaging websites and communications that are far from user friendly.



Living stepped in to help SSGA’s UK Defined Contribution (DC) team. As leaders in their field, SSGA’s DC team have deep investment expertise combined with a laser sharp focus on their clients’ needs so their ‘answer’ to the question needed to be clear, engaging… and different to their competitors.

Breaking the mould of dry pension communications

We created an online interactive tool that introduces the ‘Pension Personalities’: Procrastinating Pete, Spend-it Sally and Buy-to-let Brian (amongst other colourful characters) that encompass the motivations and goals of different retirees as they make their journey into retirement.

Users can easily see the possible solutions brought to life by the different personalities and make ‘drag n’ drop’ comparisons with ease. A perfect way to demonstrate that one-size-does-not-fit all when it comes to successful retirement planning.

Discover the motivations and goals of typical pension scheme members as they approach retirement by visiting the Pension Personalities tool.

For more information on how we can bring your story to life both on and offline, please contact Greg Hobden in London, Aliena Lai in Hong Kong, or Kate Shaw in New York.

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