Pension Firm × Chickpea
Transforming complex pension communication into a personalised, engaging and measurable client experience.
Turn complex pension information into communication clients engage with, understand and act on.
A Pension Firm wanted to explore whether personalised video could provide a more effective way to engage clients during a pension fund transfer campaign.
Pension communications can involve complex information and traditionally rely heavily on lengthy written communications, creating challenges around client engagement, accessibility and progression through the communication journey.
The objective was to test whether personalised video could create a clearer and more engaging client experience while providing greater visibility across the engagement funnel - from initial communication through to video consumption and client action.
Client engagement with personalised pension communication
Depth of video consumption
Client progression and action
The ability to simplify complex pension information
Client response to AI-enabled personalised communication
Bring complex pension information to life through personalised, adviser-led video.
Chickpea transformed the pension fund transfer communication into a personalised video experience, using an AI avatar of the pension adviser to communicate directly with each client.
The digital adviser experience combined the familiar presence of the client’s pension adviser with personalised client information, helping make complex pension communication feel more human, relevant and accessible.
Rather than relying solely on traditional long-form written communication, clients were invited into a personalised digital experience where important pension information could be communicated in a clearer and more engaging format.
The experience provided visibility across the communication journey, enabling the Pension Firm to understand not only who entered the experience, but how deeply clients engaged and whether they progressed to the next action.
Personalised. Adviser-led. Accessible. Measurable. Built to scale.
From communication to engagement and action.
The pilot provided visibility across the client journey, from initial communication through to video consumption and CTA engagement.
04This created measurable visibility across the client journey rather than relying solely on whether a communication had been delivered.
Extend the adviser relationship through a more accessible and engaging digital experience.
Once clients entered the personalised video experience, the AI adviser avatar guided them through the pension communication in a familiar, engaging and accessible format.
By combining adviser-led communication with personalised video, the experience helped clients engage with important pension information while providing the Pension Firm with measurable insight into individual client behaviour.
This created visibility into:
Importantly, the experience moved beyond simply delivering information, providing greater visibility into how clients engaged with the communication and whether that engagement translated into action.
Strong content consumption. Sustained attention. Measurable action.
Once clients entered the personalised video experience, engagement translated into sustained attention and measurable action.
Complex information is made clearer, more engaging and easier to understand.
Client feedback received by the Pension Firm was highly positive.
Clients responded positively to personalised video, with many preferring the experience to traditional long-form emails because of its more engaging and accessible format.
The videos were reported as effective in simplifying complex pension information and providing clearer, easier-to-understand explanations that supported client confidence and understanding.
Transparency around the use of AI also had a positive impact, with clients proactively reaching out to validate the experience and engage further with their advisers.
Better communication. Greater visibility. More actionable client engagement.
Traditional pension communication can demonstrate that information was delivered. Personalised video provides visibility into what happens next, whether clients engage with the content, continue through the experience and take action.
In this pilot, once clients started the personalised video experience:
That transforms communication from something that is simply sent into an experience that can be measured and acted upon.
From complex pension communication to measurable client engagement and action.
The pilot demonstrated the potential for personalised video to create a clearer, more engaging and actionable pension communication experience.
Most importantly, the pilot demonstrated that personalised video could move pension communication beyond simply delivering information - creating a client experience capable of generating measurable engagement and meaningful action.
The opportunity extends beyond pension transfer communication.
The same personalised and measurable approach can be applied across key moments throughout the pension client journey, helping firms make complex information more accessible while creating greater visibility into client engagement and action.
Turn complex pension communication into a measurable client experience
Deliver personalised communication at scale, designed to increase engagement, simplify complex information and drive measurable client action.
Move beyond traditional long-form communication. Create personalised client experiences that make complex pension information more accessible while providing greater visibility into engagement, behaviour and action.