The Pensions Advisory Service website had evolved over the years. Large parts of it were broken, information was hard to find. Some of the writing was complex legalese and as such impenetrable for users. The service is vital (and increasingly so with changes to the state pension, pension deficit, longevity, auto-enrolment) but the brand looked confused, old fashioned and didn’t reflect the expertise and desire to help that is there.
People feel out of control of their pensions. And often feel let down by the performance. This all in a climate of skepticism when it comes to financial services brands. Pensions are complicated. We needed to make them simple.