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23 March 2021
Prudential adapts retirement messaging for COVID-19
Money & financeMarketing to older adults (55+)Personalisation
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.