Aviva tackles retirement market with TV campaign
May 18, 2010 by Gill Montia
by Gill Montia
Story link: Aviva tackles retirement market with TV campaign
Aviva is tackling the UK’s retirement market with a marketing campaign, including TV advertising, to be launched this week.
The thrust is designed to encourage consumers to take action at retirement and shop around for an annuity, possibly boosting retirement income by up to 20%.
The TV advertisement features comedian Paul Whitehouse visiting a number of dilapidated houses in France, in search of the ideal home.
It aims to highlight the familiar benefits of shopping around to get the best deal on a property, and draws parallels to shopping around for an annuity.
Aviva’s “at retirement” director, Clive Bolton, says: “Today’s retirees have high hopes for their retirement … to make the most of their later years however, it’s crucial that individuals maximise their retirement income, so we’re doing everything we can to make sure our customers get the best possible deal.”
The insurer has also launched a new on-line retirement income calculator, which according to Mr Bolton can demystify the annuity market and make it work harder for consumers.
Recent research indicates that 50% of those approaching retirement don’t understand annuities and as a result only 40% bother to shop around and get the best rate.
In related news, the Government has announced that it intends to end the rules requiring compulsory annuitisation at aged 75.