How we used hyper-targeted digital advertising and a community-first ABM strategy to launch the Longevity Pension Fund—a new kind of retirement product designed for the realities of modern aging.
Industry
Finance
Headquarters
Toronto, Canada
Geo targeted
Canada
Institution Size
200+ Staff
The Challenge
The Longevity Pension Fund was a first-of-its-kind product in Canada—an income-for-life solution designed for modern retirees who are living longer, more active lives. But with innovation came complexity: our core audience didn’t yet know what a longevity pension was, and they were traditionally skeptical of new financial products.
We also faced another challenge: reaching the right segment of retirees. We needed to speak to older Canadians nearing or entering retirement, but also wanted to influence their immediate networks—adult children, neighbours, and community members who often participate in financial decisions or provide advice.
And as traditional digital ad platforms became increasingly saturated and expensive, we needed a channel strategy that delivered precision targeting without draining our budget.
The Approach
Channel Diversification
Instead of following the crowd to Facebook or Google, we leaned into Bing Ads, an often overlooked platform that over-indexes with older users. This allowed us to reach a high-intent, retirement-age audience with significantly lower competition and CPCs.
Hyperlocal Targeting
We geotargeted affluent postal codes across Canada with high concentrations of retirement-age households. Using demographic data, we tailored messaging by region and stage of retirement planning, whether they were a few years from retirement or already drawing down savings.
ABM Meets Retirement Marketing
To expand our reach beyond just the retirees themselves, we applied account-based marketing principles to residential communities. Our campaigns included messaging that spoke directly to adult children, caregivers, and peers, positioning the Longevity Pension Fund as a way to support loved ones’ financial security.
Content Personalization
Across landing pages, ads, and email nurture sequences, we used relatable, demystifying language rather than industry jargon. A core goal was to build trust by showing how the fund fit into real retirement goals—not just financial theory.
The Results
Our channel-first, audience-smart approach helped Purpose Investments make a meaningful impression in a highly niche market. By focusing on where and how we reached this audience—not just how often—we successfully launched a new category of product into a conservative space.
📉 43% lower CPA on Bing Ads compared to Google
📍 +25% lift in engagement from targeted postal code regions
👥 3x higher CTR from influencer segments (children, caregivers)
📈 Brand lift in aided awareness measured across digital and in-person seminars
Thiago Silva 