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.

Through an emotional perspective inedit in the sector , we've got a direct response from an specific target: people compromised with a child future. We give them a tool to plan their kids financial life and also invest their feelings. People responded by hiring the pension plan and recording theirs videos.

Brazilians do not save money. But they care a lot about family.

We added an emotional perspective to Santander new pension plan, allowing parents to record videos to be withdraw with the benefit.

Brazil has one of the smallest saving rates in the world. And also it is facing a severe financial crisis. Our challenge was to boost Santander`s new pension plan sales in this scenario.