Edinburgh's Aegon UK snaps up firm behind Pension Awareness Day

Aegon UK, the Edinburgh-headquartered financial provider, has acquired the firm behind Pension Awareness Day and vowed to retain its independent identity.

Pension Geeks was founded in 2014 by Jonathan Bland and Rachel Parkinson and has become a leader in helping employers and financial services providers build bespoke events and communication programmes to encourage people to engage with their finances.

In recent years the venture has created Pension Awareness Day, which has seen teams of “pension geeks” travel in vibrant buses and camper vans to different locations across the UK to help thousands of people with their pensions.

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Aegon has been working with the firm since 2018 and the relationship is said to have “gone from strength to strength”.

Pension Geeks created Pension Awareness Day, a national awareness day to which they have driven teams of 'pension geeks’ in vibrant buses and camper vans to different locations across the UK to help thousands of people with their pensions. Picture: Roddy Scott Photography

Mike Holliday-Willia ms, chief executive of Aegon UK, said: “We’ve been massive fans of the Pension Geeks work for a number of years and have seen first-hand how powerful and popular their communications and events are with people.

“We’re keen they retain the independence that has made the business the success it is today and it will therefore operate separately to the main business but with the ability to draw on the investment and resource it needs to grow.

“We think there’s a lot we can learn from the work the Pension Geeks have done in recent years and ultimately believe our partnership will help improve our customers’ financial wellbeing.”

Bland, Pension Geeks’ co-founder and “head geek”, added: “Today represents a major milestone for the business and I’m thrilled that our future is with a partner that has been instrumental to our growth in recent years.”

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