Of all the impenetrable, complicated and dense things that exist in the world, pension scheme rules are among the most impenetrable, complicated and dense. If you’ve ever seen a set of scheme rules, you’ll know what we mean. It’s like Vegas. But for lawyers.
The rules are 50 pages (at least) full of definitions, clauses and fine detail. Every t is crossed, twice. And for good reason. The scheme rules define exactly how the scheme works, the benefits it pays out in different situations and the protection it offers to all parties. It’s serious stuff and the stakes are high.
But, you can’t give the scheme rules to a member. It would be like asking them to decipher hieroglyphics carved on a cave wall. In the dark. Under water.
That’s why many teams (ours included) spend time carefully crafting communications to help members understand what the pension scheme means to them. We probably all already know this, but it’s worth saying out loud: most pension members are not pensions experts. They don’t understand the nuance and terms, and they often have very little interest in learning.
It’s our job, as communicators, to make them care. To help them see the value in the benefit that their employer is providing and to teach them that the decisions they make today will impact the future.
But, worryingly, we’re hearing more and more pensions teams say that their communications are missing the mark.
- Important details are being missed or misrepresented, creating a disconnect between the scheme rules and communications that members receive.
- Certain options are being promoted more heavily than others, leading members to make decisions without seeing the full picture.
- Layers of legislative updates have been added over the years, eroding the original intent of the communication.
- Communications are drafted and approved by committees, meaning the tone, tense and style is all over the place. Frankenstein’s monster, anyone.
There are serious implications for schemes and members for getting communications wrong.
But how do you get it right?
1. Accuracy is king
As communicators, we strive for simplification. And rightly so. 90% of adults don’t understand their pension policies*1. But simple doesn't mean dumbed-down – and it certainly doesn't mean plain wrong.
Members rely on clear, accurate information to make crucial decisions, and when they're presented with inaccuracies, the consequences can be dire.
Imagine the repercussions if someone makes a decision based on incorrect information, only to discover later that the reality is different. Or worse still, a recently bereaved person expecting certain pension payments finds the figures are much lower. The potential for suffering, disputes, legal challenges and reputational damage is significant.
2. Layer the learning
Your members' time and headspace are precious. Don't waste them with unnecessary information.
Not every communication needs to address every detail, but there should be a clear path for members to follow when they need more information.
Create a communication hierarchy that starts with the essentials and provides clear signposting to deeper content. This approach respects different knowledge levels while ensuring comprehensive information remains accessible to those who seek it.
3. Attention is everything
As Mad Men-era advertising legend Howard Gossage said: "Nobody reads ads. People read what's interesting to them. And sometimes it's an ad”.
If people don't first notice your pension communications, the rest is irrelevant. The most accurate, well-crafted message is worthless if it remains unread.
Make your communications visually appealing and immediately relevant. Lead with what matters most to members – their benefits, their choices, their future security – not with technical terminology or procedural details.
4. Lighten the mood
Pensions don't have to be dull. Using video, animations, and stories can humanise the subject and make it feel less dense. This is particularly important when you consider that 20% of adults in England have very poor literacy skills*2.
Visual elements not only make complex information more digestible but also more memorable. A simple animation showing how contributions grow over time can be more powerful than paragraphs of explanation.
Real life, personal stories of members who made smart pension decisions can create emotional connections that facts and figures alone cannot achieve.
5. Regularly cleanse
Auditing your communications is like housework – the more you do it, the easier the task becomes.
Analyse what's working, what's not, what needs to change, and where there are problems in the process. Set regular intervals to review all pension communications and ask:
- Are they still accurate and aligned with current rules?
- Do they reflect how members actually interact with the scheme?
- Are people reading them? Acting on them?
- Where do members typically get confused or disengage?
If the answer to any of those is no, we're here for you.
Communicating effectively about pensions isn't easy. It takes time, effort, and consistency. But the price of ineffective communication is far greater.
To find out more about how we’ve done this for others – and how we can bring it to life for your organisation, get in touch.
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