With Salesforce, we’ve brought pensions kicking and screaming into the digital age. Customers love having their pension in their pocket.”

Jasper Martens | CMO, PensionBee
50+ employees
Salesforce customer since 2016


reduction in pension administration time


PensionBee takes the sting out of saving for retirement with trailblazing mobile app

You can check your bank balance with the click of an app; but checking your pension pot is a lot more complex and often involves reams of paper.  PensionBee is set to change all that. “Our mission is to make pensions simple and engaging,” said Jasper Martens, CMO of PensionBee. “We are helping people take control of their pensions.” And there’s not a piece of paper in sight.

PensionBee is revolutionising the pension industry with a modern, mobile-based experience that enables people to combine different pension pots into a single online plan – a BeeHive. Using the PensionBee app, which is built on Salesforce, customers can quickly and easily check their current pot size, projected retirement income, and set up contributions.

“Salesforce is the beating heart of PensionBee,” said Martens. “We can optimise both our business and the customer journey. The more efficient we get, the more customers we can help.” It has already signed up 137,000 customers in just three years.

PensionBee is a hive of innovation with Salesforce.

Salesforce has been part of the PensionBee success story since day one. Romi Savova co-founded the company in 2015 after struggling to move her pension when she changed jobs. “We needed a flexible and scalable platform that would support the automation and modelling of our business processes,” said CTO and Co-Founder Jonathan Lister Parsons. “With Salesforce, we can tap into a great ecosystem of resources and enable continuous innovation.”

And PensionBee has certainly made the most of these resources. From onboarding customers and consolidating pensions to administering plans and calculating fees, Salesforce simplifies and enriches the day-to-day operations of PensionBee.

Digitalisation makes the complex simple.

At least 30 million people in the UK have pensions, many of them sitting in fragmented - and even forgotten - plans. Locating and aggregating these pension pots is core to PensionBee’s success. Lister Parsons has built a Trailblazing pension administration app on Sales Cloud to simplify this and many other core processes.

Since launching the app, Honeycomb, PensionBee has been able to slash the time spent on administration by 75%. “Pensions are very complicated with money moving in and out of plans on a regular basis,” explained Lister Parsons. “With Honeycomb, we can digitalise the management of our customers’ pension plans and track every financial transaction.

Pensions transfers and trades are bundled together for processing at the end of each day, which can equate to 350 separate data requests. As PensionBee continues to grow, the ability of Honeycomb and Sales Cloud to handle more requests will be paramount. The company is currently growing around 300% a year.

Mobile app provides real-time balance updates.

Although PensionBee uses a lot of technology, it still offers a personal service. BeeKeepers - dedicated customer account managers - oversee the account setup and funds transfer from start to finish, keeping in touch with customers via live chat, email, or by phone.

Customers can see when their funds have been transferred on the PensionBee app, which is built on Heroku. “Customers love having their pension in their pocket,” said Martens. “Many of them log in weekly to check their balance and a third make monthly contributions averaging £300 a month.” To ensure balances are displayed in real-time, PensionBee uses Heroku Connect to sync data between Sales Cloud and its mobile app.

PensionBee believes pensions should not be seen in isolation and uses Heroku’s open APIs to integrate its app with online banking platforms. As a result, customers can see their live pension balance displayed alongside their live current account balance.

Faster and simpler website changes.

PensionBee’s website is also underpinned by Heroku, which means updates can be applied in record time. “We have a red button in the office that we press every time a change goes live,” revealed  Lister. “Sometimes the button gets pressed five times a day. Heroku has really stepped up our agility.”

Thanks to Heroku’s simple interface and GitHub integration, changes can be executed by PensionBee’s marketing and product teams without involving any developers.  “If there’s volatility in the market, we can post a topical blog to keep our customers informed,” added Lister.

Personalised content enriches customer onboarding. 

PensionBee wants to make more use of personalised content and journeys to nurture prospects and onboard customers. “With Marketing Cloud, we can carry out personalised on-boarding on a massive scale,” explained Martens. “It enables us to send tailored messages that are more likely to grab people’s attention.”

And the personalised approach is already reaping rewards. In January 2019, around 15% of new customers sign-ups were triggered by emails from Marketing Cloud. PensionBee used Trailhead and Salesforce Accelerators to maximise the potential of Marketing Cloud, which went live in 2018.

As a regulated company, PensionBee needs to ensure the integrity of customer records. With Salesforce Shield, it can track changes to website fields and recover lost data. It also uses a range of apps from the AppExchange to simplify processes such as friend referrals, customer satisfaction ratings, and contract signings.

Happy customers love having a pension in their pocket.

By continuing to automate and digitalise repetitive tasks, PensionBee is tripling the number of customers that its service team can handle every year. “Salesforce has helped us turn an archaic paper-based process into a real-time experience. We’ve brought pensions kicking and screaming into the digital age,” explained Martens.

And PensionBee’s customers love the transformation. The company has a 9.2 Excellent Trustpilot score, an NPS rating of 50, and a retention rate of 98% – statistics unheard of in the pensions industry. “Our customers are engaging with their pensions in an entirely new way,” said Martens. “With Salesforce, we’ve been able to create a pension solution that people want and that suits their lives.”

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