Name: How PensionBee UK built trust with emotional connection | The Next CMO posted on the topic | LinkedIn
Uploaded: 2025-04-16T14:29:57.633Z
Duration: 53 s
Channel: The Next CMO

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The Next CMO

984 followers

6mo Edited

Most marketers focus on solving a problem. Great marketers go further—they think about how the solution makes you feel. 💡 On the latest episode of The Next CMO podcast, Jasper Martens of PensionBee UK shares how emotional connection became a cornerstone of his strategy to build trust and scale a brand in a space most people avoid talking about: retirement. “I’m not just giving you an app. I’m giving you relief.” This episode is packed with lessons for any marketer navigating trust, complexity, and customer emotion. 🎧 Listen now: https://lnkd.in/e5f9UDG6

Transcript

If you understand the customer deeply, what drives them to use the product and move away from, you've got a problem. I've got a solution. There's a nice new shiny new app to download, actually. How does that product make you feel? Rather than just focusing on solving the problem for your target customer, it's around how does it make you feel? In our case, getting on top of all your old 401 case brings a massive sense of relief so that that emotion that you get when you are. Finally, on top of your finances, that's what I'm giving you. I'm not just giving you an app, that's what I'm giving you. So again, understanding what emotional layers you can bring to a product, especially in financial services, I think it's a third, third skill set almost that will help you to stay longer than a few months.

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