Sweet rebrand for PensionBee after collecting £750m in assets under management

By Oliver Smith on 14th January 2020

Robo-Advice

Embracing its six-legged, honey-collecting ‘Bee’ brand.

Sweet rebrand for PensionBee after collecting £750m in assets under management
Image source: Pixabay/Pexels.

Over 65,000 Brits now manage their pension via fintech PensionBee, the online pension manager announced today as part of a rebrand of its logo.

“In line with the needs of our customers, the company has evolved to a full-service pension provider, offering contributions, planning tools, responsible investing and withdrawals,” said CMO Jasper Martens.

PensionBee’s new logo embraces the company’s affinity with its six-legged, honey-collecting ‘Bee’ brand, which the startup also uses for its customer success managers (Beekeepers) and online accounts (BeeHive).

PensionBee also disclosed today that its assets under management now stand at over £750m, a sharp increase from the £500m it reported in July last year.

The company now expects to double that, reaching over £1.5bn, in 2020.

“2020 will be a big year for us and ahead of our growth push, it was important to make sure the brand reflects our values and unique identity, better preparing us to serve the UK’s pension consumers,” said Martens.

In November PensionBee added Michelle Cracknell, the former CEO of The Pensions Advisory Service, to its board as a non-executive director.

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