Nest Pensions
A 100% search advantage over the competition for the UK's auto-enrolment pension provider.
Managing the search presence of a public service used by millions.
Nest Pensions is the UK government's workplace pension provider. Since 2016, we've managed their organic search strategy across a library of over 2,500 pages and documents. The result:
+100% search market share compared with the closest workplace pension competitor
+26% growth in search visibility resulting from our content workstream
+16% growth in new organic search users (H2 2022 vs H2 2023)
In financial services, the wrong landing page isn't just a bad user experience; it's misinformation. A lot of what we do for Nest is making sure the right answer shows up for the right question.Paul Wood
The Challenge
Nest Pensions was formed in 2008 as part of the UK government's rollout of mandatory workplace pensions. It has a public service obligation, meaning it exists to serve any UK business or individual who wants to use its pension services.
The scale of Nest's online content reflects that obligation. Around 1,000 pages of information, 600 PDF documents, and 900 help centre support pages. Our brief since 2016 has covered two core requirements: maintain and grow the brand's organic search market share, and manage information accuracy in search.
That second point is critical. In financial services, the accuracy of the information people find through search engines matters. When someone searches for guidance on their pension, they need to land on the right page, with the right information, not an outdated document or the wrong landing page entirely.
Our Approach
We found instances where search engines were serving Nest's audience with incorrect landing pages or outdated information. For a pension provider with a public service obligation, that's a real problem.
We made strategic changes to Nest's information architecture and content strategy to fix these issues, ensuring the right content surfaced for the right searches.
Alongside this quality control work, we identified areas of growth. We ran content workstreams on topics like pension transfers and retirement, researched the questions Nest's audience was asking most frequently, and planned content to serve those needs more effectively.
The approach has always been dual-focus: make sure what exists is accurate and findable, while building out new content to capture the searches Nest should be winning.
The Outcome
Nest has consistently been a leading player in online search among auto-enrolment pension providers. Under our management, the results have compounded.
+100% search market share compared with the closest workplace pension competitor. That's not a marginal lead. It's dominance.
+26% growth in search visibility resulting from our content workstream.
+16% growth in new organic search users (H2 2022 vs H2 2023).
For a pension provider serving millions of people, being the most visible and accurate source in search isn't just a marketing win. It's a public service.
