Prudential adapts retirement messaging for COVID-19 | WARC | The Feed
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Prudential adapts retirement messaging for COVID-19
Prudential, the financial-services provider, was able to rapidly transform its communications to people planning for retirement in the wake of COVID-19, which upended many traditional industry norms.
Why it matters
Financial services is usually a conservative, slow-moving industry, but the COVID-19 pandemic upended customer needs in a matter of weeks. Responding at speed was essential and rested on rethinking old ways of messaging and working.
The strategy
- Prudential had to provide advisors, employers and individual participants in its retirement plans with new information and tools that reflected the financial challenges of the pandemic, rather than continuing to focus on saving....
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