UK Scottish Widows Revamps Digital Strategy to Boost Pensions

Published on October 21, 2024

Snapshot: Scottish Widows is investing £100,000 to modernize its digital engagement in a commitment to helping more people take control of their pensions.

Research shows that 38% of UK adults aren’t on track for a minimum lifestyle in retirement, and the company’s new digital tools, including gamification and open finance features, aim to help them address that gap. A brand activation campaign at Waterloo Station, combined with a new TikTok channel, targets younger audiences who are not currently saving for retirement.

Scottish Widows is also retiring its iconic black-cloaked widow model in favor of a modern digital motif to reflect its updated brand. CEO Chira Barua views the digital strategy as a game-changer in engaging people with their long-term savings. 

Key Quote: “We need to revolutionize the way people interact with longer-term savings to close that gap." Chira Barua, CEO, Scottish Widows.

Full story: FINANCIAL PROMOTER

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