Denmark’s PFA is ranked highest for customer satisfaction, overall rating, and customer image, according to Aalund’s annual Company Pension Barometer.

The barometer measures how satisfied the Danish pension sector's corporate customers are.

PFA executive vice president, Camilla Holm, said she was “pleased” with the progress.

"With the first three places, customers tell us that they are happy with our advice, our solutions and the high returns we have delivered,” she said.

“We are established to provide financial security, good health solutions and give our customers a good senior life. Therefore, we are very pleased and proud of the first place among corporate customers, who acknowledge this with the excellent ratings of PFA.”

The analysis showed PFA came in first place in the overall assessment, an increase from third place last year (2023).

In addition to this, the provider also came in first place in customer satisfaction, another increase from last year when it came in fourth place.

Holm said PFA has worked purposefully to strengthen its advice and our health solutions as well as to ensure that customers have a good digital experience and receive a return on investment at the top of the market, which provides financial security.

“It means a lot to us that customers appreciate it to such a high degree," Holm added.

PFA also came in first place for customer image, compared to third place last year, with customers responding that the provider has competitive returns and prices and that it was safe to be a customer.

PFA credited this improvement to the fact that all customers were more satisfied with PFA this year than the past year, which applies to smaller, medium-sized, and larger customers.

"PFA's reputation is very good, and it is improving. This confirms the customers' answers in the analysis, and we also feel it clearly among our customers and in society. This has a great positive impact on the attractiveness of being part of our customer community," Holm noted.

She said she was “proud” that PFA is experiencing an increase in customer satisfaction in a year characterised by a "very large" influx of customers.

Holm said PFA had welcomed a record number of new customers this year, noting it was important to the provider that this was done alongside increasing customer satisfaction.

She suggested this was due to the targeted work of skilled PFA colleagues and was proud that the survey highlighted PFA's progress in its proactivity towards customers.

"Of course, we are extremely happy to be number one, and we will continue our work to make the customer experience even better. Among other things, we work on how we can communicate,” Holm said.

“There are still things we can do better, and we will work on that in 2025, so it will be even better to be part of PFA's customer community.”

PFA was also ranked first among commercial pension companies in Espi's survey of private customers' satisfaction.

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