SEB Bank’s Next Generation Pension website is a Baltic-wide digital project created to draw public attention to future financial security. The website dispels myths about pensions and explains the essence of the service offered by SEB, presenting an uncomfortable topic and a large amount of information in an intuitive and user-friendly solution. The website was created by digital solutions developer Element Digital and advertising agency Magic, who received a Red Dot award for their work. It is the first website in the Baltics to receive this prestigious award.
SEB Bank states that the Next Generation Pension service was created in response to statistics showing that 82% of Latvian residents do not regularly make additional savings for their retirement. In addition, the OECD has ranked Latvia among the countries with the highest risk of poverty in retirement. Research conducted by SEB shows that many people are overly optimistic about their retirement or simply put it off «until later». Many assume that they will be able to work until a ripe old age, support themselves with their business, or receive support from their children, although the reality is often different. «It is normal, even self-evident, that retirement is not a priority for young people, who are at the optimal age to start saving for it. That is why SEB’s goal is to transform the pension savings process, making it as simple and intuitive as subscribing to a streaming service, and thus accessible to everyone,» says Arnolds Čulkstēns, chairman of the board of SEB Life and Pension Baltic SE.
To encourage younger people to start saving and investing in their retirement early, SEB, in collaboration with Element Digital and Magic, has created a website that offers a convenient application process and provides comprehensive yet easy-to-understand information. The website engages users by dispelling myths about pensions and offering individual financial forecasts that automatically adjust to the user’s age and risk profile. The entire digital experience has been designed without unnecessary steps or technical complications — with just a few clicks, users can start building their Next Generation Pension savings. The service works on a subscription basis and is automatically included in the user’s monthly payments.
The website is one of the communication tools used in the campaign carried out by Magic. Copywriting holds the main role in communication, avoiding unnecessary visuals and decorative elements. The authors explain that the minimalist aesthetics deliberately contrast with the usual communication in the financial sector, which is dominated by smiling seniors and idyllic retirement. The direct language of the campaign encourages people to view the issue of pensions in a practical and serious manner, without illusions or overly optimistic promises.
The Next Generation Pensions website is the first website in the Baltics to receive the Red Dot Award, with the jury highlighting its user-friendly design, clear information architecture, and ability to make complex financial services digitally accessible to the general public. «Our solution shows that bold and user-friendly design can make complex things simple — this is confirmed by both international recognition and positive customer feedback,» says Arnolds Čulkstēns.
Viedokļi