WHO?

The National Employment Savings Trust (Nest) is a government-backed pension scheme that helps employers automatically enroll eligible employees into a pension. Founded 12 years ago, it currently supports 1 in 3 pensions in the UK.

WHAT?

Supernova were tasked with demystifying the key questions around pension literacy - offering clear, succinct, social content which would improve Nest’s search rankings and underline their unique “people’s champion” brand positioning, appealing to a wide audience of UK consumers aged 22 to 60.

HOW?

Reviewing category tropes, social conversation and audience data, it was clear that Nest needed to lean into social as the new search engine - helping fuel product understanding and help break down key category barriers.

First, we analysed the 250 most frequently asked pension-related questions in the UK and distilled them into six key topics. Each topic was crafted into a clear and engaging conversation, with the aim of providing practical guidance in an accessible way.

To ensure credibility and relatability, we partnered with award-winning financial content creator Devamsha Gunput, known for her ability to simplify complex financial topics for a broad audience. For each topic, Dev spoke with Nest’s in-house pension experts, bringing together real expertise and personal storytelling to make pensions feel more relevant to everyday life, and ensure it’s accessible to all.