Royal & SunAlliance is linking up with IFAs and employers to raise pension awareness among the 'thirty-somethings' age group.
It has launched a campaign to target employees in the new stakeholder pensions environment.
It is basing the campaign on lessons learnt in the USA from 401(k) plans.
It is aiming to use the variety of communication techniques used in the US to attract a higher proportion of the population to invest in pensions.
This US research has shown that people prefer to have the flexibility to choose their own method of communication from which to receive information.
It believes the key to this is to use IFAs to educate both employers and employees using the communication method they most prefer.