How AWE engaged nearly 3,000 employees with their pension
Pensions can often feel like a distant, complex topic, but when people are equipped with the right tools and support, they can build real confidence about their financial future.
AWE, a UK-based defence and security organisation, worked closely with nudge to bring its pension campaign to life, offering employees a personal and practical way to engage with their pensions.
The initiative raised awareness and helped employees to take confident, meaningful steps toward securing their financial wellbeing.
From concept to conversation
Aligned with the theme “Pay Your Pension Some Attention,” AWE’s campaign focused on making pensions feel personal and accessible. It launched a week-long initiative packed with storytelling, education and clear guidance to take action.
Employees received personalised nudges - short, smart messages that explained the ‘what’ and ‘why’ of pension saving and encouraged immediate action. These guided people to review their contributions, check or update their beneficiaries, book time with an independent financial advisor (IFA), or explore how their pension aligned with their long-term goals.
Every interaction was personalised to everyone's life stage, making retirement planning feel relevant and manageable, no matter where they are in life.
A range of engaging events and activities helped bring the topic to life. Six live webinars attracted over 2,270 attendees. Onsite support enabled employees to speak one-on-one with retirement specialists. AWE also delivered a daily mix of “Do, Read, Attend or Watch” actions which helped maintain momentum throughout the week.
One standout moment was the “In conversation with…” panel, where AWE colleagues from different stages of retirement planning shared honest, relatable stories. These peer-led insights helped demystify pensions and sparked real engagement across the organisation.
Real impact, ready for the future
AWE’s campaign didn’t just drive awareness; it delivered measurable outcomes. The team celebrated real impact post-campaign, including:
- 209% increase in employees increasing their pension contributions in the month immediately after their Pensions Week (2024: 500 vs. 2023: 162)
- 50% increase in AON beneficiary changes (Q4: 258 vs. Q3: 168)
- 50% of two years’ worth of IFA engagement achieved in just two months (mid-Sept to mid-Nov)
- A 25% increase in nudge platform activity and a 33% rise in repeat users.
Just as importantly, the campaign sparked conversations that had a lasting impact for AWE’s people. As one employee put it: “I really hope you host a Pensions Week every few years because I have found this week super helpful. Without the information received this week, I would never have thought about so many important aspects, such as checking my state pension contributions.”
This testimonial was reinforced in AWE’s post-campaign survey, with 75% of employees saying their pension confidence had increased because of the campaign, and 70% reported taking action as a direct outcome of the initiative.
Turning retirement planning into a shared priority
Campaigns like this show how organisations can shift retirement planning from something passive into something powerful, where employees feel informed, supported, and in control of their financial futures.
Supplied by REBA Associate Member, Nudge
A leading financial wellbeing benefit using behavioural science & technology to help employees.
