BeFrank celebrates 15th anniversary with striking campaign

For many people, pensions are something for later. Yet they already have a major influence on the choices you make today. That is why online pension administrator BeFrank has been committed for fifteen years to actively engaging people with their pension. To reinforce this milestone, BeFrank invited passers-by in Almere to meet their future selves.

At Stadhuisplein, a large LED screen appeared, allowing visitors to see themselves as 80-year-olds using an age filter. In this way, people could take a glimpse into the future. Reactions ranged from surprise and laughter to more serious conversations about dreams, plans and their financial future.

Pensions only come to life when they become personal

According to BeFrank, pension awareness does not emerge from figures and regulations, but from enabling people to imagine what their future means. “When you see yourself as an 80-year-old, something remarkable happens. A distant future suddenly becomes very tangible. People start to reflect on what will matter to them later in life and whether they need to arrange something now. That is exactly the intention,” says Jan Hein Rhebergen, Director of BeFrank.

People are willing – if you activate them

For fifteen years, BeFrank has been seeking ways to make pensions understandable, accessible and relevant. From online insight via the app to personal communication and activation campaigns that encourage people to take action. This approach has proven successful. Employers and participants now entrust BeFrank with managing over €15 billion in assets. Furthermore, 85% of participants actively log in to their personal pension page. As a result, BeFrank has been a sector leader for years when it comes to activation and participant engagement.

Bringing pensions closer

Rhebergen: “Pensions do not have to be dull. People are perfectly willing to think about their future, but they do need a trigger. By making pensions personal and recognisable, we see that participants genuinely take action. That is what we have been doing for fifteen years—and what we will continue to do.” As BeFrank celebrates its fifteenth anniversary this year, its mission remains unchanged: bringing pensions closer, so that people can make their own choices about their financial future.