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PFA to use artificial intelligence to tailor client recommendations

Since 2016, Danish pension company PFA has been developing a digital advisory service that uses artificial intelligence and lives up to regulation requirements. The goal is to make pensions more engaging for savers.

Daniel Hasselager Brevadt, head of AI, Analytics and Commercial Data at PFA. | Photo: PR

When clients log on to their profiles to check on their PFA pensions it should be engaging, interesting and accessible, says Daniel Hasselager Brevadt, who leads the department at PFA that is using data and artificial intelligence approaches to rethink the way clients interact with their pension savings.

”We need to use the data in a way to help clients get actively involved with their pensions. By doing this, we will solve the societal problem of how to connect people’s current lifestyles to the future,” he says.

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