Aegon acquires Pension Geeks

Aegon has acquired engagement specialist and founder of Pension Awareness Day, Pension Geeks, for an undisclosed sum.

Pension Geeks will continue to operate independently with their own clients, but will now have access to investment and resource from Aegon.

Founded in 2014 by Jonathan Bland and Rachel Parkinson, Pension Geeks aims to help employers and financial services providers create events and communication programmes to encourage people to engage with their savings.

The company created Pension Awareness Day, where teams drive around the UK to help spread pension awareness, and devised the first ever pensions and wellbeing digital platform for employers.

Aegon has been working with Pension Geeks since 2018, with the latter becoming “increasingly important” to enhancing the former’s workplace communication approach.

Pension Geeks will also continue its role with Aegon’s workplace clients.

Commenting on the deal, Pension Geek co-founder and head geek, Jonathan Bland, said: “Today represents a major milestone for the business and I’m thrilled that our future is with a partner that has been instrumental to our growth in recent years. Aegon’s commitment to helping customers achieve financial security is so aligned with our mission, so the cultural fit is absolutely perfect for us.
“Part of our success comes from the bold and creative culture we’ve established at Pension Geeks and with Aegon, we will continue to break the status quo with fresh and out of the box thinking when communicating financial topics.
“Having the investment, resource and backing from a huge global financial services provider like Aegon just means we can do more of this fantastic work. We can help more people and service more clients – that’s what excites me.”

Aegon UK chief executive, Mike Holliday-Williams, added: “We’ve been massive fans of the Pension Geeks work for a number of years and have seen first-hand how powerful and popular their communications and events are with people. Strategically, customer centricity is a significant focus for us and we’ve invested heavily in member experience and personalised communications recently, so today’s acquisition further strengthens our capability in these areas.
“We’re keen they retain the independence that has made the business the success it is today and it will therefore operate separately to the main business but with the ability to draw on the investment and resource it needs to grow. We think there’s a lot we can learn from the work the Pension Geeks have done in recent years and ultimately believe our partnership will help improve our customers’ financial wellbeing.”

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