Why Customer Connection Still Matters in a Digital World

This was a key theme discussed in a recent episode of The PRT Pod, recorded at BBC Gardeners' World Live, where our colleagues and senior leaders reflected on the value of meeting customers in person and hearing directly about their experiences. The discussion highlighted a simple but important point: technology can enhance customer experiences, but it cannot replace face-to-face connections and listening to customers' needs first-hand.

For insurers in the Pension Risk Transfer (PRT) market, this is particularly relevant. Behind every pension policy is an individual relying on their retirement income, often after decades of saving. Members want confidence that their benefits are protected, information is easy to access and support is available when needed.

Member experience

Over the past year, we have met more than 4,000 members in person through a programme of engagements across the UK. This has included our flagship event at BBC Gardeners' World Live in Birmingham, as well as our latest member roadshows in Glasgow and London.

These conversations provide valuable insights that help us understand what customers care about most. Meeting customers face-to-face often provides a richer understanding of their experiences and the customer research we gather through these interactions helps inform how we develop our services, communications, and support.

It also reflects a wider shift in the PRT market. In an increasingly competitive environment, non-pricing factors are playing a greater role in insurer selection. Trustees want to know that members will continue to feel supported before, during and after a transaction. 

Our latest Endgame Insights report, produced in partnership with the Pensions Management Institute, found that after insurer financial strength, member experience was the top consideration for trustees when making selection decisions.
At L&G, we are clear that good service starts with making it easy to speak to real people. Importantly, customer connection and digital innovation are not competing priorities. In fact, they work best together.

Digital innovation

The pensions industry has an opportunity to use technology to transform processes and member experience. Direct engagement helps organisations understand where digital tools can add the most value and where a human touch remains essential. 

Recently we undertook research with DB pensioners which suggested that digital tools are most likely to succeed where they reduce uncertainty, improve preparation, and help people interpret their own circumstances. Pension members also told us that they still welcome that human support to talk through specific, personal decisions about timing, income, and problems they did not feel confident solving alone.

At L&G, we have recently launched a multi-year, multi-million-pound programme to strengthen both our service proposition and the technology behind it. Over the next two years, we are significantly enhancing our online capabilities to create a more intuitive and supportive experience for members.

By the end of 2027, schemes that have completed their data cleanse will benefit from a new online portal offering illustrative member quotations, virtual chat support, educational resources and secure self-service functionality. Pilot schemes are already underway, with the rollout continuing through 2026 and beyond.

External recognition

We are proud that our commitment to customer service continues to be recognised externally. L&G has retained the Customer Contact Association's (CCA) Global Standard Accreditation for the eighth consecutive year and has received 22 CCA awards over the past five years. In April, our post-buyout policyholder servicing teams were recognised with the Best Customer Experience award, building on our Customer Service Team of the Year success in 2025, alongside wider recognition across ESG, leadership and individual excellence categories.

From a member perspective success is not measured by awards alone, this which is why we aim to make sure members feel informed, supported and confident through our service. Technology will continue to play an increasingly important role, but we believe the strongest customer experiences will always be built on listening, understanding and human connection.

To hear more on this topic, listen to the latest episode of The PRT Pod, recorded live from BBC Gardeners' World Live.