Pension Sense: building a challenger pensions brand

The challenge

Harbour Rock Capital launched an affordable pension advice trading brand called Pension Sense designed for hardworking people traditionally overlooked by the financial advice industry. The initial launch was unsuccessful with limited customer sign up and we were tasked with helping to change that.

Our approach

Our experience in this category meant we were easily able to identify the issue wasn’t lead volume but brand trust.

Before investing further in marketing, Pension Sense needed a clearer proposition, a more credible brand and a customer journey capable of turning interest into action.

Through customer insight, competitor analysis and proposition development, we identified a significant opportunity to serve the “forgotten middle” – everyday people approaching retirement who wanted expert advice but assumed it was only available to the wealthy.

This insight shaped an entirely new brand positioning around making pension advice more accessible, personal and reassuring. We developed the brand purpose, messaging, tone of voice and proposition, centred around a simple promise:

Pension advice, done different.

Alongside the brand, we redesigned the entire digital experience, creating a website focused on building trust, reducing barriers and encouraging conversations rather than simply generating enquiries.

Finally, we developed an integrated digital acquisition strategy combining Google Search, Meta advertising, advanced lead validation, continuous optimisation and enhanced landing pages. Every stage of the customer journey was designed to feed performance data back into the marketing platforms, allowing campaigns to optimise towards commercial outcomes rather than simply generating low-cost leads.

The results

The new brand, website and lead generation program has successfully established Pension Sense as a distinctive challenger brand within the pensions advice market and created the foundations for scalable digital growth.

• An initial 6-week test period delivered 486 qualified enquiries at a profitable conversion ratio below CPA target
• We are now scaling and reducing cost per acquisition further as conversion data continues to mature
• And have built a marketing model capable of continuously improving through AI-driven optimisation, campaign testing and customer journey refinement.

If you’re looking to build a brand that earns trust, generates qualified leads and delivers measurable growth, Moreish can help. From brand strategy and website design to SEO, PPC and full-funnel digital marketing, we create marketing that performs. Get in touch with Moreish Marketing here to see how we can help grow your business.