Personalisation at scale: transforming member engagement and simplifying pension administration

The way pensions are communicated has evolved. With an increasing focus on improving member experiences, pension schemes are being challenged to achieve more with fewer resources. Sound familiar? From our experience, and that of our customers, the key to adapting, lies in automating processes and embracing technology. 

Traditional communication methods, such as paper statements reliant on postal delivery, no longer meet member expectations. For schemes, the costs of these methods continue to rise. In the last ten years, postal costs have risen by over 50% and paper by over 25% in the last two.   

In a previous article, we explored how personalised video can revolutionise pension scheme communications—making complex information easy to understand and highly engaging. But the opportunities don’t end there. By leveraging AI-driven solutions like Heywood Video Engage, schemes can scale personalisation to connect with every member in ways that are engaging, efficient, and transformative. 

From paper to pixels 

For decades, paper statements have been the cornerstone of pension communications. Yet, as schemes strive for greater efficiency and engagement, the drawbacks of paper—high production costs, environmental concerns, and limited member interaction—are becoming even more apparent. 

Transitioning from paper to digital is like swapping a bulky paper map for a GPS app: the paper map works, but the GPS is faster, more precise, and always up to date. Similarly, digital communication is dynamic, cost-effective, and future-ready. 

Video offers a compelling alternative. Research consistently shows that video captures attention far better than traditional text-based formats. Through visuals, storytelling, and interactivity, members can better understand complex pension topics such as benefit projections and annual statements. 

Our data reinforces the importance of digital engagement. For example, members with an email address on file are significantly less likely to be categorised as "gone away." While 4% of active and deferred members are marked as "gone away," this figure drops to just 0.4% for members with an email address. This highlights how maintaining digital contact points can greatly enhance member engagement—and video provides a seamless way to achieve this. 

Adopting video communications aligns with sustainability goals, reduces paper usage, and engages members more effectively—all while being scalable. 

Driving digital engagement and better data 

Digital engagement goes beyond convenience—it’s a gateway to maintaining cleaner, more accurate member data. Personalised videos with interactive features encourage members to take action, such as updating their contact details or reviewing beneficiaries. These actions ensure better data quality, which is vital for every stage of the pension lifecycle, from routine administration to dashboards and pension risk transfers (PRT). 

By fostering self-service and proactive updates, schemes can reduce administrative burdens while keeping their data accurate and ready for integrations like pensions dashboards. 

You might also be interested in: Is the pensions industry ready to embrace AI?

AI-Powered personalisation at scale 

What sets solutions like Video Engage apart is their ability to deliver personalisation at scale. Each member receives a tailored experience unique to their circumstances. 

Features like custom avatar presenters, real-time updates, and multilingual options ensure communications feel personal and inclusive, whether accessed on a phone, tablet, or desktop. 

For schemes, the advantages are clear: faster production times, lower costs, and higher engagement—all without requiring video production expertise. 

Personalised video is already delivering results. More than 250,000 members have benefited from Video Engage, with schemes reporting: 

• Improved understanding: 88% of members say they better understand their pensions. 
• Enhanced data accuracy: Members are proactively updating details like addresses.
• Cost savings: Transitioning from paper to digital has significantly reduced expenses. 

Here’s how one member described their experience: 

"The video was brilliant. It explains everything in simple terms, includes all the figures I need, and is easy to understand."