New survey: PFA has Denmark’s most satisfied and loyal corporate customers
Danish corporate customers rate PFA as the pension company they are overall most satisfied with and loyal to. In the latest edition of Aalund’s Corporate Pension Barometer 2025, PFA takes first place across all five main parameters: customer satisfaction, image, customer experience, customer loyalty and overall assessment.
“We exist for our customers, and therefore it is incredibly gratifying that they perceive PFA as a good place to be a customer. We strive to do our best every single day, and the Aalund survey confirms that our customers are very happy to be part of our customer community,” says Camilla Holm, Group EVP at PFA.
Significant increase in customer loyalty
The survey shows an especially strong improvement in customer loyalty. Here, Aalund looks at factors such as whether companies are considering switching pension providers and whether they would recommend their pension provider to others. The proportion of PFA’s corporate customers who would actively recommend PFA has increased significantly since the last survey.
“We can see that those who are already PFA customers are happy to be here. It means a great deal to us that very few customers are considering switching, and that so many would recommend PFA to others,” says Camilla Holm.
She highlights that loyalty and satisfaction are increasing at the same time as PFA is experiencing a significant influx of new corporate customers.
“We are seeing significant growth in the number of companies choosing PFA. When we experience strong growth in new customers while also seeing that existing customers increasingly wish to stay and recommend us to others, it is a clear sign of the immense strength in our customer community,” she says.
In recent years, PFA has achieved a growth in payments of over 60 per cent and gained 32 per cent more companies as customers.
Customer community with economies of scale
This means that PFA currently manages around DKK 750 billion of the Danish people’s pension savings. According to Camilla Holm, economies of scale is a crucial factor in creating value for customers in Denmark’s largest pension company.
“Economies of scale allow us to develop attractive pension solutions, strong health and insurance plans, and keeps costs down. However, the customer community and growth must make sense and, above all, be profitable for our customers. The Aalund survey shows that our corporate customers feel that being a PFA customer creates value for them and their employees,” she says.
The results from Aalund align with other surveys. For instance, PFA also ranks number 1 for customer satisfaction in the EPSI survey for the individual customer segment and has achieved a historically strong position in Berlingske’s image analysis among Danish top executives, where PFA ranks 13th overall and best among all financial companies. PFA has also advanced in Aalund’s Image Survey, where the company is also ranked number one.
“High satisfaction and the strong growth PFA is experiencing come with responsibilities, as customers’ expectations of us naturally continue to rise. I can promise that we will continue to do our utmost to ensure that PFA continues to remain a secure and valuable place to have your pension,” says Camilla Holm.
The survey was conducted among companies with 10-499 employees, and 232 of PFA’s corporate customers participated in the survey.