Standard Life has unveiled a new personal pension, which is targeted at young people, with an eight-week television advertising campaign on a digital station.
The insurance firm is placing adverts on Dave TV as part of a £2 million campaign which targets people who have yet to consider their financial future.
Standard Life has claimed that its active money personal pension has been designed to attract people aged between 28 and 40-years-old.
The new product is a simplified, low-cost personal pension and it allows savers to easily change to a self-invested pension plan .
Jo Coomber, head of marketing operations, said that research showed that consumers saw pensions as a good means of saving, but did not consider them to offer enough flexibility.
"We needed a new way to talk to what will be our 'customers of the future' and help them engage with saving," she told Channel 4.
Meanwhile, Prudential recently urged basic state pension holders to open a personal pension plan to ensure they are properly prepared for retirement .
Standard Life launches advertising campaign for new pension product
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Standard Life launches advertising campaign for new pension product
Thu, 04 Feb 2010
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