A fun fintech that exists to help everyone save enough to be comfortable in later life, Penfold’s tone of voice needed to reflect what they were about: a breath of fresh air in an industry that was largely dull as dishwater. Pensions feel like a chore, something you know you should do rather than wanting to. Statistics tell us that most people haven’t got enough saved up in one, and that’s going to have serious consequences for society if we all keep living longer. 

 

This was like shooting fish in a barrel for me. I hate it when companies bombard you with jargon or bore you to death with their comms; the result is you disengage. In response, Penfold was going to be clear and uncomplicated. Because pensions feel like a drag, the tone of voice also had to be upbeat, positive. This savings thing needed to be something you wanted to do.

 

As a new company that most of their target audience wouldn’t have heard of, customers also needed to know they could trust Penfold with their savings, so the brand needed to communicate in a credible way.  And because even the word pension can be something of a passion killer, the brand had to entertain as much as inform. So there was some irreverence and wittiness built into the TOV. I love doing this kind of thinking.