Sign in helper
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Scheme members often forget their credentials, and this discourages them from signing in and carrying out any online pension tasks.
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Imagery is work-in-progress. The final product may be different.
The challenge
It is common for scheme members to sign in to their pensions irregularly, and they often forget their credentials. If they are not highly motivated, they may simply give up and decide not to bother signing in. If they ignore their pensions for too long, this can lead to undesirable financial outcomes.
The hypothesis
We believe that if we make it very easy for scheme members to gain or regain access to their account details, this will facilitate sign-in rates and lead to better outcomes.
What we did
In September 2020, we built a sign-in helper feature and deployed a closed beta trial to 12,000 scheme members who had never signed in before. The overall conversion rate was 11.5%, which was considered highly successful.
What next
We are in the process of running a series of larger beta trials, allowing us to optimise the email and application design to maximise the conversion rate.
More beta features
Now testing
Animated pension walkthrough
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Gives members an overview of their pension figures, with a voice-over and fun graphics.
Now testing
Coming soon
Animated pension walkthrough
Gives members an overview of their pension figures, with a voice-over and fun graphics.
Now testing
Retirement planner
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Members answer some questions and get a projected retirement income, including all of their personal finances.
Now testing
Coming soon
Retirement planner
Members answer some questions and get a projected retirement income, including all of their personal finances.
Now testing
Expression of wish
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Lets members choose who gets their pension if they die, and briefly explains how the law works in the UK.
Now testing
Coming soon
Expression of wish
Lets members choose who gets their pension if they die, and briefly explains how the law works in the UK.
Now testing
Branching pension walkthrough
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Shows members a breakdown of their pension in small bite-sized chunks using branching logic.
Now testing
Coming soon
Branching pension walkthrough
Shows members a breakdown of their pension in small bite-sized chunks using branching logic.