about amf
We have worked together with AMF Pension since the fall of 2003. The most important goal for AMFs advertising is to make saving for retirement vitally important even to people that have a long way to go before they are 65. To that end we've chosen - in different ways - to make TV spots depicting a bright future. If people have an optimistic view of the future, there's a bigger reason for them to get engaged in saving for retirement.
Our work together with AMF has led to many very successful choices for the occupational pension market. A good measure of this is that the number of clients and funds managed has risen since 2003. The number of clients increased from 2.8 million to 3.9 million while managed capital grew from 211 to 355 billion SEK.