Danish pension provider Danica Pension has published a new strategy to enhance its customer offering and strengthen sustainability.

Work on strategy will start from 1 January 2025 and will run until 2028. The strategy's aim is a growth of 10 per cent per year.

Danica Pension CEO, Mads Kaagaard, highlighted that the provider has a “good starting point” with growing customer satisfaction.

However, he emphasised that Danica Pension “must” become the preferred pension company for Danes and being a Danica Pension customer should be “easy and convenient”.

“This is achieved by, among other things, offering easy digital solutions, having relevant and good health services, attractive returns and providing good advice. All of this will be drivers for the growth of Danica Pension in the coming years," he added.

It will contribute to the group's broader strategy for Danske Bank, which owns Danica Pension.

The provider said there was “great potential” in the fact that many customers do not have business in both Danica Pension and Danske Bank. Therefore, the strategy also has the aim of having more customers banking with Danske Bank and having their pension and health insurance with Danica Pension.

Kaagaard said there was “untapped potential” ahead of Danica Pension, suggesting good advice should be based on the customer's entire finances­­ – from home loans to pensions.

“It is an advantage for us to be part of Danske Bank,” he said.

One of Danica Pension’s intentions is to triple its sales through Danske Bank in the coming years.

In addition to this, Danica Pension's headquarters have moved into Danske Bank's new headquarters in Postbyen in Copenhagen.

Kaagaard said he would expand the number of employees at Danica Pension, suggesting that it has "so many skilled and committed employees" who are passionate about helping its customers.

"There is a very special culture at Danica Pension. We need more of them so that we can advise and help even more of our customers in the future. Because we can see that when we get hold of our customers, their satisfaction increases," he added.

Danica Pension will also continue to develop its sustainability strategy, to have invested DKK 100bn in the green transition by 2030.

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