M&G uses the power of music to make investing accessible

M&G’s unique model – long-term capital from our £68bn PruFund range, actively managed by our Asset Management business for 500,000+ customers – is a competitive strength. But for many, it wasn’t clear that pension savings don’t sit still: they drive innovation, impact and growth across the real economy. The challenge: simplify this story and show the value M&G creates for investors in an immediately understandable way.

We did this with a single, bold idea: using the power of music to make investing accessible.

Music publisher, Seeker Music – formed by M&G with 17,000+ songs, 38 Spotify Billion Streams tracks and a US No.1 – became the creative lens to showcase M&G’s investing ability. By linking everyday pension saving to a dynamic global creative industry, we explained our business model and reset M&G as an innovative, culturally connected investor.

The impact was transformative:

1. M&G’s reputation elevated

A Sunday Times Business frontpage exclusive repositioned M&G as a major voice in music investment, followed by sustained European and specialist coverage.

2. Adviser engagement reignited

11,000+ advisers engaged via PruFund, sparking commercial conversations as sales increased, praised as our clearest demonstration of long-term investing.

3. Digital gamechanger

50+ content posts, a flagship studio vodcast, 100,000+ video views, 7,000+ engagements and new Instagram and TikTok channels.

4. Culture energised

4,000+ colleagues reached, with strengthened internal confidence and a new appetite for bold, authentic storytelling.

This campaign showed people that pensions aren't static – they are actively investing in creativity, innovation and real-world value.