KEEP IT SIMPLE, STUPID!
Disrupting pensions with the launch of WTW LifeSight
Objective simplicity – presenting information in a way that is easy to understand and implement – is a principle which has repaid us time and again in our first 20 years at 438.
Never was this more evident than in 2015, when we partnered with Willis Towers Watson (WTW) to originate and launch ‘LifeSight’ – an innovative, “un-pensionlike” master trust pension brand.
With a bold brief to disrupt the conventions of the sector, LifeSight was designed to remove complexity and create a simpler, more inviting experience. One which provided employers with greater visibility and confidence while helping members take control of their retirement finances, without the need for an economics degree!
Creating stories that put people first
In collaboration with the client’s global brand design team, we positioned LifeSight as a challenger brand – a pension that doesn’t feel like a pension at all. And we told its story from a human perspective, putting people at the heart of the narrative.
We shared a belief with WTW: simplicity doesn’t mean compromising on quality. It wasn’t about dumbing things down; it was about making intelligent, deliberate choices that clarified the product’s value and improved engagement for all. Even the name ‘LifeSight’ was a nod to vision, clarity, and optimism.
Simplifying every touchpoint
The client’s deep expertise and vision, paired with our focus and creativity, helped strip away the jargon and redefine how a pension sub-brand might look, sound, and feel. That meant embedding simplicity into every touchpoint – terminology, photography, tone of voice, colour palette … Even product features like FitAge (now ageOmeter) weren’t just smart features – they were simple, intuitive ways to give members a clearer view of their retirement goals.
And in 2025, as we celebrate 10 years of LifeSight, it’s clear that the approach is working.
Trusted products drive lasting engagement
What started as a bold concept – the first UK master trust to be authorised by The Pensions Regulator – is now a multi-award-winning master trust, with half a million members, over £22 billion in assets and expansion into numerous global markets.
LifeSight is proof of what’s possible when great ideas meet clear thinking in focused collaboration with our client.
It was never just about launching a pension.
It was about building human engagement.
Something understood. That people can trust.
Proof, if it were needed, that when you simplify the complex, you unlock REAL value.