The challenge

• Launch the first true alternative to the lifetime annuity into the retirement marketplace - a market which is sceptical about innovation in this field.

Holt PR approach

• Communicate boldly and educate.

• Challenge the belief that retirees have two choices: 'lifetime' annuity or (if they are wealthy), income drawdown, and introduce the notion that there is another way - always explaining how the product works and how longer life expectancy makes its inherent flexibility desirable.

Outcome

• The phrase, "the third way" in relation to annuity purchase has entered our vocabulary - it is now an accepted term.

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