Heywood
Online portals have played their part in helping drive members' engagement with their pensions, in part by shifting the experience to a digital-first setting. While these tools are not new, a new wave of technologies - many powered by AI - has opened the door to deeper, more personalised connections. These developments allow schemes to move beyond one-way communication and create experiences that feel truly individual.
In just the past two years, the landscape has changed significantly. With pensions dashboards approaching at pace, how members access and interact with their pension data is being reshaped. At the same time, the FCA's Consumer Duty has sharpened the focus on clarity, fairness and accessibility in financial communications. Meanwhile, advances in AI have enabled smarter, more intuitive tools that support everything from content personalisation to improved accessibility.
This shift gives schemes a chance to meet rising member expectations by delivering communication with greater relevance, clarity and impact.
Member expectations have changed
Today, people are used to being at the centre of their digital experiences, whether it be industries such as banking, e-commerce or even utilities. In pensions, the same logic applies. Members want clear updates, tailored information and flexible ways to engage. And they want it delivered through channels they already use.
Traditional one-size-fits-all communications no longer resonate. Instead, schemes need to create experiences that are personal and proactive. It’s also an opportunity to look closely at what is being communicated. Pension language is often complex, and members can struggle to make sense of what’s relevant to them. Moving away from jargon and using communications as a tool for education will help build member confidence and encourage action.
From statements to stories: Making information matter
The annual benefit statement has long been a required communication, but its format rarely inspires action. Complex figures, jargon and static mail can leave members more confused than confident. That’s why many schemes are turning to tools like Video Engage, a personalised video solution, to bring information to life.
By explaining pension details in clear, guided language and offering content tailored to each member, it’s helping schemes improve understanding and prompt timely action. In one case, more than 50% of members accessed their personalised video within just seven days of release, with nearly all viewers watching the entire message from start to finish. This kind of uptake demonstrates the power of targeted, engaging formats to capture attention and drive awareness. At Gwynedd Pension Fund, over half of members clicked to view their personalised video within just 48 hours of receiving it - proving that when content feels relevant, members are quick to engage. By presenting pension information in a clear, guided and relevant way, these tools help members better understand their benefits and make informed decisions.
Case Study: How NESPF increased member engagement by 80% with personalised video
Heywood Video Engage
Meeting people where they are
Modern engagement isn’t just digital. It’s flexible, accessible and designed to fit around people’s lives. Mobile-first design, email updates, secure portals and on-demand help are all part of this picture. Importantly, digital solutions often have accessibility features built in, making them more inclusive than traditional formats like printed letters or paper forms.
Clarity in design also plays a key role. Well-structured layouts, clear calls to action, and removing visual clutter help users quickly find and act on information. Members should not have to work hard to engage with their pensions. Good design reduces friction, builds confidence and encourages action.
The goal is to give members a choice. Whether it’s video, text, email or portal, every member should be able to engage in the way that works best for them.
The role of accurate member data
Personalisation is only possible with reliable data. Clean, accurate and complete records are essential for targeting the right messages, through the right channels, at the right time. That means having valid email addresses, up-to-date contact details, and knowing which members are likely to engage digitally.
Heywood Pension Pulse research found that inaccuracies are common across key data fields such as surnames, National Insurance numbers and addresses, highlighting the urgent need for regular data cleansing to maintain confidence in digital communications.
It also brings in the importance of secure infrastructure. Multi-factor authentication, encrypted portals and audit trails ensure members’ information stays protected as schemes scale their digital engagement.
Integration is the final piece of the puzzle. When admin systems, portals and communication tools are connected, schemes can create a seamless experience that feels joined up and member-first.
What schemes should focus on now
Schemes should take a strategic look at how they communicate to improve engagement meaningfully. This means reviewing and auditing current member communications, investing in inclusive, multi-format tools that offer personalisation, and focusing on maintaining high-quality data for accurate targeting. Infrastructure also plays a role - secure, digital access supported by multi-factor authentication and encrypted platforms is key. Finally, it’s worth starting small, with event-driven communications that are relevant and timely, building momentum over time.
Engagement is not one-size-fits-all
The future of member engagement will be defined by personal relevance. Whether it's the way information is delivered, the timing of a message or the format it comes in, members will expect more. Schemes that embrace digital communication, grounded in accurate data, secure systems and inclusive design, will be best placed to build trust and deliver better outcomes.
At Heywood, we're helping schemes take that next step towards personalised, member-first communication.
