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The pensions industry is witnessing a significant shift towards digital engagement, with a growing number of pension savers expressing a preference for digital communication and financial advice from their providers. Recent research highlights that the majority of pension savers are eager to leverage digital tools for better retirement planning and outcomes. This trend underscores the need for providers to embrace innovative technologies and offer accessible, user-friendly digital services to meet the evolving needs of their members.
A recent study by Bravura Solutions found that nearly three-quarters of workplace pension savers (73%) would use a digital advice service if it were offered by their pension provider[1][3]. This high demand for digital advice is driven by the desire for more personalized and accessible financial guidance. Moreover, 84% of respondents believe that more people should have access to digital or financial advice to achieve better retirement outcomes[1][3].
The desire for digital advice is not solely about convenience; it also reflects a broader societal need. A significant number of respondents (72%) view the lack of advice as a barrier to social mobility, emphasizing the importance of financial literacy and guidance in achieving retirement goals[1][3].
Digital pension tools, such as retirement income estimators, savings calculators, and retirement goal trackers, are highly sought after by pension savers but remain underutilized. Currently, only a small fraction of members have access to these tools, with 75% lacking these essential digital resources[1]. Incorporating such tools into digital platforms can enhance user engagement and improve retirement planning.
Despite the benefits of digital tools, many pension providers continue to rely on outdated methods, such as postal communication, which can hinder engagement. A substantial proportion of providers (41%) still use letters by post for communication, while the majority of members prefer digital channels[1]. This gap between member preferences and provider offerings highlights the need for immediate technological upgrades.
To cater to the growing demand for digital engagement, providers must invest in modern technologies and platforms that enhance user experience. For instance, integrating pension information into online banking or mobile apps can increase member engagement, with 49% of respondents indicating they would engage more if this were possible[1].
Additionally, the pension industry can benefit from diverse communication channels to cater to evolving member needs. This includes embracing new platforms like apps and social media, as seen with Scottish Widows' successful use of TikTok to reach younger audiences[2]. Offering a mix of digital and traditional methods ensures that all members, regardless of their technological preferences, can access information easily.
The pension industry is at a critical juncture where embracing digital technologies is no longer optional but essential for meeting member needs. As the demand for digital advice and tools continues to grow, providers must adapt quickly to remain relevant and support better retirement outcomes for their members. By leveraging digital platforms and advice services, the pensions sector can transform into a more accessible and engaging space for all savers.
Ultimately, the integration of digital tools into pension services is a step toward ensuring that members can plan and manage their retirement more effectively. With the right technological supports in place, pension providers can empower their members to make informed decisions about their financial future, laying the groundwork for more secure and fulfilling retirements.