A better life for an ageing population concept makes impact in Portugal

For Grupo Ageas Portugal, ageing is a topic for everyone, an ageless topic, and one which impacts not just seniors but family members and caregivers. In 2022 there were 2.5 people in working age for every person aged 65 or over but by 2050 there will be only 1.5 for every senior. Pension provisions are in decline and will not prove to be adequate without early intervention. And we’re living longer. Every two out of five seniors by that time will be 80+. It’s a very real trend.

Following the launch of a new concept in 2022 “MaisIdadeMais” designed to respond to the ageing phenomenon in Portugal, Ageas is fast becoming the expert reference for ageing across health, wellbeing, income, and protection. And over the past 12 months Grupo Ageas Portugal has continued to innovate its product and service offering, finding fresh and novel ways to communicate its message.

This year an overarching concept went live based on ageing translating to “more” in the language of Ageas: More Happiness, More Positivity, More Quality, More Profitability. Targeted to each stage of life, the concept promotes interaction between individuals, networks, and wider society.

Having created a dedicated concept and visual identity, an internal communications programme was developed and launched comprising road shows and management meetings. Externally, PR and social media initiatives executed over the past two years has further strengthened the Group’s positioning, helping to position the business as a leading voice.

For its own employees, Grupo Ageas Portugal is supporting those employees fast approaching retirement with a programme designed to prepare them for retirement, from financial considerations through to mental health. For the wider public, a successful campaign built around special events first launched in 2023 has moved into its second cycle. Alongside existing media partner Grupo Media Livre, Grupo Ageas Portugal organised a series of live events around ageing, leveraging key reference entities in Portugal including Rede de Universidades da Terceira Idade (RUTIS), a collaboration of Senior Universities, alongside Porto City Council with senior representation from the Education and Social Cohesion Department. Well-known TV host Teresa Guilherme played host to events that really used the power of extended expert collaboration to strengthen the message and provide expert advice. Collaboration of course starts at home, and the ageing strategy is also very much aligned with the partners across bancassurance and agency. On track with a 360° value proposition that supports our clients’ ageing journey, our concept firmly embodies our mission: to be a reference player with an active role in this segment supported by a unique and clear purpose: “we take care”, allowing customers in Portugal to live their lives to the fullest at this critical stage. More protection, more health and well-being, more income.

You are reading an article that is part of our Annual Report 2024.