How I used to argue with compliance and the machinery of actuaries and wordy lawyers. 'No one will read past the third word' I said. " We have to put that there 'cos of compliance" was the riposte.
The result was that the pages of small print had the same effect as a prison wall, high and painful to climb over. And guess what? People didn't. But finally LV have cracked it and put all that pension stuff onto one page. Bloody brilliant I say and LV should win every communication award going.
The most searched term on Google for pensions is 'how much will I get when I retire?" LV have addressed that head on with their pension passport. Easy to read the answer to that burning question is in big letters right at the top.
Hopefully others in the industry will follow suit. LV have listened to their customers and come up with something brilliant.
The results of a government-backed, two-year trial of a one-page “wake up” communication, unveiled this weekend, showed a dramatic leap in numbers seeking free guidance, or shopping around for their retirement income. As part of the trial, a 100-page wake-up pack was distilled into a one-sided A4 “Pension Passport” that included the essential information a customer needed to access open market retirement product options, and a clear call to action to visit Pension Wise as the next step. The passport was then sent to 1,000 customers of LV=, a pension provider, which said it resulted in an almost tenfold increase in the likelihood of someone visiting the Pension Wise website, and a 60 per cent increase in someone calling the Pension Wise information line.