More than a system change: building trust in pensions

By starting from their perspective, drawing on external insights, and presenting pensions as both relevant and appealing, we can help build and strengthen their trust.
according to Ilona Odijk & Marion Beekmans.

Starting with the participant
From the outset, we believed that the participant’s perspective should guide the development of the new PFZW scheme. Our premise was clear: if we want people to continue trusting their pension, we must first understand what truly matters to them. Only then can we design a scheme that feels intuitive and adds real value to their lives. This belief formed the basis of the core proposition we developed around their needs.

Focusing on participants’ behaviour and perception
To gain real insight into participants’ views, we applied behavioural design thinking. Using methods from behavioural science, we explored what pensions mean to people, how we might positively influence their behaviour, and how we could strengthen their perception of PFZW and pensions more broadly. We asked ourselves: what do participants need in order to feel involved with their pension? And how can we demonstrate that these changes still provide long-term security?

From system change to meaningful product
While many organisations stop at implementing legal requirements, we saw a wider opportunity. This was the moment to reposition pensions within the market. We looked at previous major transitions, such as the abolition of the national health insurance fund in 2006, and developed a comprehensive introduction strategy for the new scheme. We deliberately approached pensions from a marketing perspective: as a product that deserves to be presented in a clear, compelling and accessible way.

Collaboration across boundaries
Our collaboration spans departments and disciplines. We connect policy with pension administration, and brand with product. We combine commercial expertise with in-depth sector knowledge. To remain truly innovative, we worked with agencies including EY VODW and SUE, specialists in strategy and behavioural change. For us, the strength lies in connection: between identity and service, marketing and product, and ultimately, between participants and their pension. We believe that diverse perspectives lead to more resilient and effective solutions.

Continuing to build trust
Our approach has helped shape the strategic direction of both PFZW and PGGM. But our work is far from finished. We remain committed to strengthening trust, always grounded in our identity and the value we offer. Emerging social challenges, such as the gender pension gap, call for the same mindset: thinking from the participant’s perspective, staying open to innovation, and continuing to learn and evolve together.