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A good
senior life

A good
senior life

The best place to retire

At PFA, we want to help ensure that as many as possible of our approximately 1.3 million customers – and thereby a large share of the people in Denmark – enjoy a good senior life. Many seniors experience financial insecurity, and for many the transition from work to retirement is difficult. At the same time, Danish society is facing a shortage of labour and growing pressure on our welfare system – pressure that will intensify as the number of older people increases.

At PFA, we want to help ensure that seniors feel financially secure, enjoy good health, have access to attractive housing options and receive support and advice on planning their late-life career and – for those who wish – extending their working life. At the same time we complement the public sector by investing in private sector nursing homes and by having set up health insurance for seniors, which is particularly relevant once they have left the labour market.

The aim is to be the best place for our customers when they retire and throughout their retirement. At the same time we help address the labour shortage by offering advice on late-life career opportunities and through Seniorløftet (the Senior Pledge), a joint initiative among a number of Danish companies and organisations.

Ambitions

 

More than 130,000 seniors will receive advice on pension and insurance every year.

 

More than 200 companies and organisations will receive advice on late-life career opportunities every year.

 

More than 20,000 seniors will be covered by senior health insurance by 2030.

Tripling the number of companies and organisations that have joined Seniorløftet by 2030.*

 

At least DKK 2.5 billion invested in senior housing and private sector nursing homes by 2030.

*Compared with 2025, when 7 companies joined

Selected initiatives

Many seniors wish to contribute to society, maintain their networks and remain part of the workplace community even after reaching retirement age. But this calls for flexible solutions, planning and, not least, effort from all parties. Therefore, PFA has developed “A Danish quality standard for the late-life career”, and we offer late-life career advice to companies, organisations and individual employees. 

An analysis by PFA shows that if just a quarter of seniors stayed in work for two extra years beyond retirement age and worked 25 hours a week, it would increase the labour force by the equivalent of 14,000 full-time employees. In addition there are perhaps even more important psychological and social gains: greater joy in life, a meaningful late-life career and a smoother transition to retirement for those who wish to remain in the labour market. At the same time, a longer working life provides a stronger financial foundation when the senior employee eventually retires. 

A solid financial foundation in your senior years and retirement calls for planning and optimisation. PFA’s customers therefore have access to senior advisory services, which their spouse or domestic partner may also attend, ensuring that the advice covers the household’s overall finances. It is easy to gain an overview on My PFA, and, as a new initiative, we have established a dedicated senior advice line staffed by advisers with specialised expertise.

Our ambition is that our advisory services will help ease the transition from working life to retirement – and the prospect of a new daily routine – for the many thousands of people in Denmark who retire each year.

There is a need for more senior housing in Denmark, and in particular the supply of residential care facilities will soon be challenged by a growing number of older people. We are continually developing new senior housing, senior co-housing communities and nursing homes tailored to the diverse needs encountered in senior and later life. PFA has invested in senior housing and residential care facilities across the country, including two senior co-housing communities in Odense and Sønderborg. We are collaborating with OK-Fonden to build ten private sector nursing homes by 2030. In addition, we have a number of senior housing properties throughout the country.

PFA’s senior housing properties are built in accordance with a specially developed senior housing standard containing 46 recommendations that cover everything from step-free access and bathroom dimensions to good lighting at entrances and much more, all helping to create homes where residents can safely grow older in their own home.

Read more about PFA’s private sector nursing homes

Read more about PFA Senior Housing 

Watch the video on new forms of housing for the 3rd age (in Danish) 

 
Today, many people have private health insurance through their job. This cover lapses once they retire, which is why PFA has developed health insurance for the senior years. The insurance offers the same cover as the standard health insurance, allowing customers to take the sense of security they enjoyed during their working life with them into retirement. 

Read more about Senior Health Insurance

Collaboration and partnerships

PFA prioritises participating in councils and networks to exchange knowledge on corporate responsibility and to place greater focus on seniors and welfare. In addition to informal dialogue with various actors and stakeholders, we are involved in the following:

  • Member of the Alliance for an Age-Friendly Denmark
  • Member of the steering committee for Project SeniorKlar
  • Partner in the Forum for the Future of Work
  • Seniorløftet (the Senior Pledge)
  • Partnership with Goodlife

Other relevant information