Business, finance and law: Email

KPMG Slant – fintech newsletter

Peter WiseStrategic Copywriter - B2B, Financial, Property, Tech, Energy, Sustainability

Prudential annuity emails

Prudential plc is one of the UK’s leading providers of pensions, annuities, investments and insurance. They asked to help develop a series of follow-up emails to be sent to people considering buying an annuity from Prudential. The content would reinforce the points explained by Prudential’s staff over the phone, giving customers content they could read at their leisure and keep for later reference. Annuities can be hard to understand, particularly when people are new to them. We used an informal tone and everyday language to explain the concepts as clearly as possible while also communicating honesty and transparency.

Tom AlbrightonWriter and editor specialising in B2B and academic

Consumer campaign – The Big 5-Oh – Janus Henderson investment trusts

I came up with the concept for a multi-faceted campaign targeted at people aged around 50 who should be thinking about retirement - 'The Big 5-Oh'. As well as coming up withy the hero TV-style video, I wrote explainer videos, all content for a retirement hub, articles, emails and more. Within six months of the campaign’s release, Janus Henderson saw analytics soar above benchmark figures and massively outperform previous metrics. The hero video had over one million impressions, with a click-through rate on YouTube that was 280% above what was expected. The print element of the campaign was equally as impressive, delivering over three million impacts.

Peter WiseStrategic Copywriter - B2B, Financial, Property, Tech, Energy, Sustainability