The first pension plan that is not only about money, but about love, a new way to sell pensions plans, adding an emotional perspective. We allowed clients to record messages to their kids as soon as they subscribed to the plan. And we vouched to keep those messages until their kids could withdraw the benefit itself.A pioneer solution that changed the way Santander sells pension plans. With First Steps you don‘t only invest money, but also emotions and Santander delivers them, with interest.

In partnership with Microsoft, we developed a digital platform to parents record their messages. Much more than a tool to upload videos, it was a guarantee that it would

be kept safe through decades, no matter the technological changes.

Because, for us, the messages are as valuable as the money invested.

And to promote the service, we released 3 demo stories on social media.

The 3 demo stories were widely shared on social media as content.

A successful increase in sales.

An incommensurable love kept safe.