The new Smart Pension era

A major milestone

Every company reaches a point where its brand needs to catch up with how much it’s grown, and for us, that moment is now.

We’re proud to announce that Smart Pension is now managing more than £10 billion of UK pension savings. With a best in class Trustpilot score, we’re setting a new standard in pensions for around two million savers and 100,000 employers. 

This is an incredible milestone to hit in just over 10 years. We’ve been able to do this because of our technology, our people and our relentless focus to drive long-term positive outcomes for people and the world we live in. 

To celebrate this major milestone, we’re unveiling a new look that matches our scale. So, welcome to the next chapter.

Built for the future

We’re excited to introduce the new Smart Pension brand identity. It’s a fresh new look that represents the scale, maturity, and sophistication of our business today. A modern approach that shows not only how far we’ve come, but where we’re heading next.

This is more than just a facelift. Over the past few months we’ve gathered feedback and strategically looked at how our brand can best reflect us as a business and serve the needs of our customers. 

This included rebuilding the website from the ground up, creating a faster, clearer, and more intuitive experience for employers, members and advisers.  

At Smart Pension, we support a wide range of audiences, so we wanted our new website to be simple to navigate and make it easier for everyone to find the information they need.

Whether you're a member looking to transfer your pension, add money, or prepare for retirement, a new employer considering joining us, an existing employer seeking guides and insights, or an adviser wanting to learn more about how we support businesses, the new site is designed to help you quickly find what you're looking for.

And just like Smart Pension, the site has also been built for the future. With sophisticated analytics, heat maps, testing and personalisation capabilities, the new website will ensure we’re always improving.

Our new website

Compared to our previous website

Alongside the website and new look, we’ve also developed a new tone of voice to make sure we’re communicating with our audiences the best way possible.

While our look may have changed, the things that matter most haven’t. The same people you know and trust at Smart Pension are still here, working hard to transform pensions and retirement. We are, and continue to be driven by people, powered by technology and built for the future.

I’m proud of what you can see today, but this is just the beginning and we’re going to keep going, at pace. Ready for 2030 and beyond.

I hope you continue to follow us on our journey as we evolve and grow.

About Smart Pension

Launched in 2015, Smart Pension now exceeds £10bn in Assets Under Management (AUM) and serves 2 million members and 100,000 employers. It is powered by Keystone, Smart’s global savings and investments technology platform.

Aquiline, Barclays, Chrysalis Investments, DWS Group, Fidelity InternationalStrategic Ventures, J.P. Morgan, Legal & General Investment Management, MUFG and Natixis Investment Managers are all investors in Smart Pension.