“When the obligation ends, the challenge of building relationships based on trust, value, and experience begins.”
The entry into force of the Law 21.735 This marks a turning point in the Chilean pension system. It's no longer just about managing funds, but about... create real bonds with affiliates.
This new legal framework establishes a mixed pension systemThere is greater employer participation in the contribution and the incorporation of new actors, but the most significant change is that members are no longer captive. Today, they can choose who to stay with.And that changes everything.
Customer loyalty is no longer a bonus, it's the strategy.
Profitability alone is no longer enough to stand out; now, members seek simple experiences, transparency in every interaction, and solutions that truly understand their needs.
So, What makes a person decide to stay in an AFP (Pension Fund Administrator)?
• Trust: Transparency, support and security, not only in the numbers, but also in the service.
• Digital experience: Simple tools, available on multiple channels, that make the complex easy.
The paradigm shift: from procedure to connection
For years, the relationship between members and their pension fund administrators (AFPs) was almost mandatory and limited to specific procedures. With the new law, that paradigm must change; the relationship is built every day, not just once a year.
To achieve this, there must be a change of focusceasing to be merely administrators of mandatory funds and becoming long-term financial partners.
“Informing, educating, supporting and facilitating the savings process should be part of the new standard”
APV as a driver of customer loyalty
A clear example of this transformation is Voluntary Pension Savings (APV), which should not be presented solely as a financial product, but as a opportunity to generate added value and closeness with the affiliate.
The key is to educate and simplify:
• Clearly explain the tax incentives.
• Show early retirement options.
• Offer long-term savings projections in simple and accessible language.
Artificial Intelligence plays a fundamental role here, allowing the implementation of tools such as virtual assistants, interactive simulators, or educational chatbots that facilitate informed decision-making, by ensuring that members truly understand the benefits of APV and are motivated to contract it.
How can we support you at Zenta?
In Zenta We see this scenario not only as a challenge, but as an opportunity for the AFPs reinvent your role in front of the members.
Our support is based on three key pillars:
• Multichannel digital experience: We design streamlined workflows across channels like web, app, and WhatsApp to achieve simpler, more empathetic, and efficient customer service.
• Applied innovation with AI: We develop solutions that educate and empower the member, from APV to generational funds or retirement simulation.
• Operational efficiency: We optimize processes to reduce operational burdens and free up resources that can be focused on generating more value.
With these initiatives, we aim to each member perceives their AFP as a strategic partner in their financial future, and not just as a mandatory quotation channel.
Are you ready to take your pension fund into the future?