The first all digital pension product, Heap® set out to disrupt the existing business model by offering a service that is based on a modern, flexible work culture. We helped sell through the vision to the mother company, TopDanmark, and when funded, continued to roll out the full digital brand and product experience.

The industry for pension schemes in Denmark is complicated. Most people choose to simply ignore it and instead rely on the setup provided by their employer. This works, but it is based on traditional work structures and leaves the beneficiary with little knowledge of where the funds go and opportunity to influence it.

For the growing number of freelancers and self employed, this is an even more daunting reality. Without the structure of a big company and a normal 8-16 routine, the complications of navigating the traditional offerings can mean that the decision is postponed or even worse – forgotten.

With Heap® this is about to change. A vision of venture accelerator, Rainmaking, this new digital tool would add transparency and give people back control of their investments by the swipe of a finger. No fixed contribution structures and freedom to choose where the funds go, and when.

We helped Rainmaking articulate the vision and visualise how a modern brand and an intuitive digital product would simplify rather than complicate the pension journey. The vision studies were successful in convincing TopDanmark, one of Denmark’s biggest insurance companies, to fund this new internal venture.

From here we got into the details of building a brand identity that was dynamic and digital first, but with a human side that would bring the stories of real people to the front. Because pension is not just a numbers game. It’s about people’s future above everything else.

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