SPP Pension & Försäkring
Rethinking pension services
We used trend mapping and conducted qualitative interviews to gain insights on Swedish pension plan users. One of the biggest insights was that many of them did not have any relation to their pension plans. "I just chose one of them when I got my job." - this was a statement that we documented over and over.
We wanted to create a pension service that would enable people to invest in local businesses - hoping that this would make them be more interested and active with their pensions. To prove our point to SPP, we went out and shot a documentary about small business owners and retirees in a Swedish suburb.