NOW: Pensions, the pension scheme pitched as a simple, low-cost option for auto-enrolment, has launched a series of comedy videos sending up the UK savings industry.
NOW, run by Danish pension provider ATP, has long been positioned as the young Turk of the pensions industry.
Its chief executive, Morten Nilsson, has repeatedly said consumers prefer low costs over investment choices and criticised the pensions industry in the UK for what he sees as profiteering by insurers through fund charges.
Following the September launch in the UK of the independent multi-employer trust pension, NOW has cranked up its mockery of traditional pension vehicles.
The trilogy of three videos feature Radio 4 comedy actor John Bird portraying an old-school pension provider executive.
Containing the immortal line "When I start telling them how to make bacon, they can start telling me how to run a pension fund" the videos show NOW extending its marketing approach to include a consumer campaign.
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