PensionBee Teams Up With Saracens Rugby Stars in New 'Born to Retire' Campaign

PensionBee has launched the second phase of its "Born to Retire" brand campaign, leveraging its high-profile partnership with Saracens to reframe retirement planning as an aspirational milestone. For fintech professionals, the move signals a continued shift toward lifestyle-led marketing in the wealthtech sector, using sports sponsorship to bridge the gap between complex financial products and consumer engagement.

What was announced

The campaign, titled "Born to Retire," is a multi-channel initiative spanning connected TV, radio, out-of-home (OOH), and digital platforms. Developed in collaboration with creative agency Wildish & Co., the campaign’s central creative hook asks, "Who could you be with PensionBee?" The narrative structure involves young savers receiving a sudden glimpse of their future selves enjoying an expansive, "joyfully oversized" retirement, designed to move the conversation away from the fear of the unknown.

The second instalment features a protagonist named Jay, whose retirement vision includes touring the country in a campervan and writing an autobiography. Crucially, the creative integrates PensionBee’s recent commercial tie-up with Saracens. The advertisement features England internationals Jamie George and Ben Earl, alongside Rotimi Segun, as Jay takes on the three rugby stars on the pitch. This creative debut for the partnership emphasizes themes of long-term preparation and high performance.

The auditory component of the campaign features a bespoke rework of Steppenwolf’s "Born to Be Wild," produced by Brother Music. This creative choice is intended to shift the perception of retirement from a period of distant uncertainty to an exciting new chapter. The launch follows the formal designation of PensionBee as Saracens' front-of-shirt partner, a deal that extends through the 2028/29 season. By combining high-performance sports imagery with retirement planning, the provider aims to highlight that taking control of a pension is a foundational step toward future freedom.

"Our ‘Born to Retire’ campaign is all about reframing retirement from a distant uncertainty into a milestone worth getting excited about. Planning for the future takes teamwork, trust, and a long-term mindset – qualities that Saracens embody every time they step onto the pitch. Bringing Jamie, Ben and Rotimi into our ‘Born to Retire’ campaign was a fantastic way to celebrate our new partnership while keeping things fun and relatable. We want to show people that taking control of your pension isn't just about financial admin; it’s about unlocking the freedom to live your best life in retirement, whatever that looks like."

Jasper Martens, Group CMO at PensionBee UK.

The companies involved

PensionBee is a prominent online retirement savings provider operating in the UK market. The company focuses on consolidating various pension pots into a single online plan, allowing users to manage their retirement savings through a digital interface. Its market position is defined by a focus on transparency and ease of use for retail savers, positioning itself as a modern alternative to traditional pension providers.

The campaign involves several key partners. Wildish & Co. served as the creative agency responsible for the conceptual development of the "Born to Retire" series. Brother Music provided the musical production, specifically the rework of the Steppenwolf track used in the advertisements. Saracens, one of the most successful clubs in English professional rugby union, plays a central role in PensionBee’s current marketing strategy. The club features several high-profile athletes, including England internationals Jamie George and Ben Earl, as well as Rotimi Segun. The partnership between the fintech and the rugby club is built on a multi-year agreement, positioning PensionBee as a primary sponsor. This collaboration reflects a trend of fintech firms seeking visibility through major sporting institutions to build brand trust and reach broader demographics.

What FF News has reported before

FF News has closely followed PensionBee’s recent market activities and analytical contributions. In August 2026, we covered the initial announcement of the PensionBee Secures Front-of-Shirt Sponsorship with Saracens in Major Three-Year Extension, which solidified the relationship featured in the new campaign. Beyond sponsorships, the provider has been active in policy and social analysis. We reported on their PensionBee Analysis: Can Past Voting Records Predict Chancellor John Healey’s First Budget?, examining the intersection of politics and retirement savings. Additionally, the firm has highlighted systemic issues within the sector, as seen in our report on the PensionBee Warns of £245k Disability Pension Gap: How Families Can Secure Long-Term Financial Futures. Other coverage includes their research into Three Life Events That Could Knock Your Retirement Off Course: PensionBee Analysis.

What this means

The launch of this campaign illustrates a maturing marketing strategy within the wealthtech space. By moving away from purely functional messaging—such as fee transparency or consolidation speed—and toward high-production lifestyle branding, PensionBee is challenging traditional pension providers on emotional resonance. The use of connected TV and out-of-home channels alongside a major sports partnership suggests a significant capital commitment to brand-building that places pressure on legacy players to modernize their own outreach. The industry faces a broader question of whether these lifestyle associations can successfully convert younger demographics into long-term savers in an environment of high cost-of-living pressures and economic volatility.