PensionBee reframes later life with “Born to Retire” campaign

PensionBee has launched a new multichannel campaign aiming to reframe perceptions of retirement as more positive.

The “Born to Retire” brand campaign portrays retirement as an exciting new chapter that is worth planning for rather than something to fear. Featuring Steppenwolf’s track “Born to Be Wild”, each of the ads shows a young person glimpsing their retirement and seeing ambitions such as travelling or pursuing hobbies realised.

The campaign was created in partnership with creative agency Wildish & Co. Its concepts are rooted in research by the brand which found that 64% of people wanted to spend their retirement and 49% to spend more time with friends and family.

The campaign will appear across connected TV, radio, out-of-home and digital channels.

Jasper Martens, Chief Marketing Officer at PensionBee, said: “Everyone deserves a retirement they can look forward to. But too often, people don’t see themselves in that picture. They assume a great retirement is for somebody else – somebody richer, luckier or somehow better prepared.

“We wanted to challenge that thinking. Retirement shouldn’t be something people avoid imagining because it feels out of reach. It should be a future worth getting excited about. Building financial security isn’t the end goal, it’s what gives you the freedom to become more of who you are.

“Born to Retire is about joy and helping people picture that future with optimism. Because when you believe retirement is really for you, planning for it stops feeling like an obligation and starts feeling like an investment in the life you want to live.”