Jasper Martens

Your Story:

Jasper Martens is the Chief Marketing Officer of PensionBee, having joined the company in 2015. He is responsible for marketing across the business and brings extensive multichannel marketing experience to PensionBee, gathered over 15 years working in financial services and digital agencies.

Prior to joining PensionBee, Jasper was Head of Marketing and Communications at small business insurance provider, Simply Business, and advised other fintechs such as Superscript on their making strategy.

Before moving to London, Jasper ran his own online marketing agency which he founded in the Netherlands.

Your Impact:

I’m a strong advocate of diverse thinking and feel passionate about eliminating deep-rooted perceptions about LBGTQ+ in financial services. Coming from a ‘don't ask-don't-tell’ background in the early days of my career, I recognise how inclusivity requires leadership and support to thrive. I see my role as one which can drive change, helping build inclusive and happy teams.

I follow the ethos that “you can’t always be what you can’t see”. Representation is crucial and while progress has been made in recent years, diversity in financial services is still a far cry from what it should be, making initiatives such as the Pride Powerlist so important.

Within PensionBee, some of the initiatives I’ve been proud to champion are:

- A company-wide discussion about brands engaging in rainbow-washing activities during Pride Month
- Hosting a virtual LGBTQ+ Bar where themed discussions ranging from gender binary and fluidity, to how people’s experiences have changed within the workplace took place.
- Leading a panel discussion where colleagues came together to share deeply personal stories and learn from one another, discussing love and identity as a team.

A diverse and inclusive company delivers products and services that are suitable for the audiences it serves. As part of the Management Team, I’m proud to have worked on building product features designed for all. For example, I assisted in the creation of a simple way to add beneficiaries to your pension in the PensionBee app. This allows customers to add anyone with a UK bank account as a beneficiary, no matter who it is, including their favourite charity.

In my role as Chief Marketing Officer, I have also directed PensionBee’s messaging and proposition for several years, selecting the models used in PensionBee’s advertising campaigns. From the outset, I have ensured that the business utilises customer case studies in our marketing, and at every possible opportunity displays real people using our product, in real-life scenarios.

Outside of PensionBee, I mentor young people who have struggled with their sexuality in Amsterdam and in London, in addition to supporting gay ex-Jehovah’s Witnesses in Amsterdam through the Common Bond network.

Your Advice:

Be yourself. Most fintechs are inclusive places, welcoming people from all walks of life, including you. You can also use your identity to make financial outcomes for customers better! A great squad means a better product means happy customers. Companies like PensionBee need a diverse and inclusive workforce to deliver financial products and services that work for everyone. So use that as your advantage to be successful.