Kinekt supports Pensioenfonds ING and CDC Pensioenfonds ING with digital communication, UX, automation, and online tools that help participants move through complex information with less friction.

The main value is not one website or one campaign. It is a more practical digital layer around communication that would otherwise take too much manual work to organize and too much effort for participants to understand.

A small team with a large communication task

Pension funds do not communicate like commercial brands.

They do not optimize for impulse, hype, or sales pressure. Their audience is made up of participants, former participants, pensioners, and other stakeholders who need clear information about decisions that can affect their future income.

Kinekt made a complex topics, like the new pension system, engaging and easy to act on. The result: strong registration numbers and a rise in interactions by visitors.

Simone Schothorst, ING pension fund

That creates a different kind of digital challenge. The communication needs to be understandable, but also careful. Calls to action need to be clear, but not pushy. Data flows need to be secure. Internal processes often involve strict rules, multiple systems, and third-party dependencies.

At the same time, the communication teams do not have unlimited capacity. A process that takes days or weeks to organize can quietly limit how often the fund is able to inform, ask, test, or support its participants.

That was the real challenge behind much of the work: not only explaining pension topics better, but making the communication operation easier to run.

The webinar workflow became the breakthrough

Webinars are a useful format for pension communication. They give participants a way to hear explanations, ask questions, and engage with topics that are difficult to cover in a static page.

But for the ING pension funds, organizing webinars used to be slow. Participant data had to move through strict channels. Lists, communication steps, invitations, reminders, and registration flows created a heavy operational burden. In practice, a single webinar could take roughly 100 hours of work to prepare and manage.

That made it difficult to use webinars as often as the funds needed.

Kinekt developed an automated webinar platform for the ING pension funds. Instead of building each webinar around a slow internal data process, the system was designed around minimal participant input and automated communication flows.

A webinar can now be created, published, and made bookable in a fraction of the time. What previously took around 100 hours can now be handled in roughly 2 hours.

That changed the role of webinars inside the communication strategy. They became easier to organize, easier to repeat, and easier to use when a topic needed attention.

The early response showed the need was real. When the platform went live, a large part of the available capacity was booked quickly, with thousands of visitors arriving in the first 24 hours.

Clear calls to action without commercial pressure

Conversion optimization in this context has a specific meaning.

For a pension fund, conversion is not about selling harder. It is about helping the right participant take the right next step. Register for a webinar. Complete a poll. Read the relevant explanation. Check whether a choice applies. Request a qualified advice conversation when that is appropriate.

That requires a different kind of UX thinking.

The call to action must be visible and easy to understand, but it also has to respect the responsibility of the fund. Participants should not be pushed into actions they do not need. They should be guided toward the action that fits their situation.

This is where the work often sits in the details: button placement, wording, form fields, qualification steps, content order, feedback loops, analytics, and the exact moment where a participant is asked to act.

As one client quote puts it:

“Kinekt helped us turn a complex pension topic into a clear and engaging experience. Most importantly, visitors knew what to do: webinar registrations increased and the poll was actively used.”

From information pages to choice guidance

The ING pension funds also have a duty to inform participants about their options.

That sounds simple until the participant journey is mapped properly. Different people have different situations. Some need general explanation. Some need to understand whether a choice is relevant to them. Some may qualify for a personal advice conversation with one of the fund’s partners.

Opening that route to everyone would create the wrong kind of pressure. Hiding it too much would mean the right people might miss an important option.

Kinekt helped create an interactive choice platform that guides participants through this tension. The platform explains options, collects the signals needed to qualify the visitor, and only then routes the right people toward the right next step.

The work became a UX optimization challenge: how do you make a participant aware of a valuable option, without turning the journey into an open booking funnel for everyone?

The answer sits in careful qualification and continuous improvement. Kinekt supports quarterly UX optimizations so the platform keeps matching the goals of the fund and the behavior of participants.

That is important because this work is never finished after launch. Pension communication changes, participant behavior changes, and the results show where the experience needs to be adjusted.

Making complex topics easier to understand

Alongside the webinar platform and choice guidance, Kinekt has supported the ING pension funds with themed hubs, digital reports, participant input flows, and visual storytelling.

For the new Dutch pension system, a dedicated online hub helped bring together interviews, columns, interactive media, and clear explanations. The goal was to make a complicated national topic easier to approach from the participant’s perspective.

Kinekt also helped collect participant input through polls, questionnaires, viewer questions, and analytics. That gave the funds more insight into what participants were asking, where the uncertainty was, and which topics needed clearer communication.

Visual explanation also played a role. For subjects that are difficult to explain in text alone, animation and digital report visuals made the material easier to read and remember.

Again, the point was practical. Pension communication often fails when it assumes people will patiently work through dense information. Digital tools can lower that threshold when they are designed around real participant behavior.

A digital system that respects the responsibility of the fund

The collaboration with the ING pension funds is built around a clear principle: digital communication should reduce friction without reducing care.

That balance matters. Pension funds have legal and social responsibilities. They need to inform participants properly, handle data carefully, and avoid communication that feels too commercial for the context.

At the same time, they need tools that work in practice. If every webinar takes 100 hours to organize, fewer webinars will happen. If a choice platform does not qualify participants properly, the wrong people end up in the wrong process. If a call to action is unclear, participants miss the opportunity to act.

Good UX in this context is not cosmetic. It directly affects whether participants understand their options and whether the organization can keep communication manageable.

The useful effect

The most visible result is the webinar workflow.

By reducing the time needed to organize a webinar from roughly 100 hours to around 2 hours, the ING pension funds gained a much more practical way to communicate with participants at scale. Webinars became easier to set up, easier to fill, and easier to repeat when important topics needed attention.

The choice platform added another layer: a clearer way to guide participants toward relevant information and qualified advice conversations, without opening the process too broadly.

Together, the work helps the ING pension funds communicate complex pension topics in a way that is clearer for participants and more workable for the internal team.

That is the core of the case.

Not louder communication. Better routes through difficult information, supported by digital tools that save time where the old process was too slow.