Increasing pension gap: turning society’s challenges into strategic opportunities for asset managers

It is no secret that the sustainability of our pension systems is one of today’s defining social and financial issues - one which, as is becoming increasingly clear, will require considerable cross-industry collaboration and co-operation to resolve.

In this article, we aim to provide a factual overview of the challenges linked to the financial sustainability of these systems and the transformations under way in the pension market in terms of market size and expected growth. In addition, we also want to elaborate on the implications of such changes for asset managers, highlighting the key ingredients that would help them transforming this challenge into a business opportunity. In this context, Luxembourg - being in a leading position in sustainable finance and alternatives - will be particularly well equipped to cope with increasing investment volumes, new digital solutions and distribution to new client segments.

EU pension systems – principles and limitations

While the sustainability of pension systems is far from a recent issue, a recent acceleration of demographic shifts in Europe have been rendering it all the more pressing - bringing the spotlight onto the issue like never before. In particular, the region’s increasing life expectancy is leading to significantly higher retirement needs, catalysing the region’s ever-widening pension gap.

Exacerbated by the region’s ever-widening pension gap, the European pension system crisis will inevitably lead to an increasing share of pension fund and retail investor assets being directed towards capital markets.

Pension systems in Europe are based on three pillars: encompassing either public, state-funded plans (pillar I), non-public solutions which can be occupational-based and require contributions from employers and/or employees (pillar II) and private, i.e., individual solutions (pillar III).  The European pension systems are largely heterogeneous in terms of size, characteristics, and development: Some EU Member States have a first pillar that provides pensioners a guarantee against poverty while others offer a replacement rate reaching as high as 80% of final salaries (Luxembourg, the Netherlands for instance).

The extend the second pillar pension schemes also varies greatly across the EU, being highly developed and accounting for the majority of pension assets in states such as Ireland (56.7%) and Germany (54%), while having significant room for further penetration in other markets such as Finland (7%) or Italy (10%). The role and development of the third pillar is very similar to that of the second pillar, accounting for the lion’s share of pension assets in countries such as Poland (66.3%) and the Czech Republic (63.6%), while other countries such as Italy (13.8%) and France (10.5%) are behind the curve in terms of third pillar development. 

There is an additional source of heterogeneity between the EU countries, namely the defined benefit (DB)/defined contribution (DC) split. While there has been a shift from DB to DC plans , DB schemes still represent 85% of total pension schemes in Europe, with Germany, Belgium, the Netherlands consisting mostly of DB pension schemes, and on the other hand, Spain, Italy, Austria relying on DC schemes. Another heterogenous characteristic of the euro area pension fund sector is the large variance in the number of reporting institutions per country - with some nations boasting a large number of pension funds, and others having very few.

Despite their heterogeneity, Europe’s pension systems are findings themselves subject to the very same challenges – challenges that are calling their current order of operations into question. The first and most pressing challenge relates to the ageing global population. With the population segment of those aged 65 and above set to double from 10% to 20% by 2050, significant development and innovation is needed across the Europe’s pension systems to ensure that they remain not only efficient, but sufficient to ensure the prosperity of their fast-expanding retirement-age populations. 

Catalysed by low fertility rates and increasing life expectancy, surging old-age dependency ratios have led to a sharp rise in pension spending and deficits throughout the 2010s – a trend that, should it remain unaddressed, is set to exacerbate for years to come. As a result, according to a recent study by the IMF, additional efforts are needed to ensure the long-term sustainability of pension systems. The number of countries in the IMF sample whose pension spending accounts for over 10 percent of their respective GDP increased from 9 out of 27 in 2000 to 18 out of 28 in 2050, highlighting the unsustainability of European nations’ pension systems. Indeed, researchers have estimated that by 2050 the eight largest state-run retirement systems in the world will have a pension gap of around 400 trillion dollars.

Although the strategic decisions as to the positioning of asset- and wealth managers in the context of the “pension gap” are not made in Luxembourg, the marketplace will be of the utmost importance for the industry to implement these decisions.

Previous pension system reforms, such as increasing retirement age or reducing replacement rates, have served to somewhat improve financial stability. That being said, these measures have also had the unintended consequence of widening intergenerational divides, further threatening support for pension systems in the long-term. Attempts to improve sustainability have disproportionately disadvantaged younger generations, however, in turn potentially disincentivising them from participating in pension systems in the future and further complicating the situation. Lastly, the COVID-19 pandemic has created more public debt, which will render the need for pension system reforms all the more pressing.

At the bottom of it all, one increasingly obvious truth remains: People who want to live comfortably in retirement will need to rely increasingly – if not almost exclusively – on private provision. And this is increasingly recognised – particularly by today’s young generation. 

While pension systems across the EU are largely heterogeneous in terms of their structure and characteristics, they all face a common challenge: an ever-increasing old-age dependency ratio resulting from rising life expectancy and falling birth rates.

Transformation underway – the rise of private provision

In light of this, the rising prominence and use of personal pension products across the European Union is unsurprising. This increased reliance on the third pillar has been driven by countries promoting private savings in order to ensure a high standard of living at old age. Private pension providers also play a large role, as mounting public debt levels exacerbate EU countries’ budgetary pressures. The increase of the third pillar is likely to continue into the coming decades, as governments around Europe increasingly seek to narrow the widening gap between the state-provided pensions and their citizens’ retirement income needs. Indeed, the European Commission forecasts that public pension spending is set to increase significantly from 11.6% of GDP in 2019 to 12.7% in 2045.

Even more important is the increasing flux of “average” – i.e., not financially inclined – people towards the stock market. Retail funds, particularly ETFs and most prominently in the form of savings plans continue to see record inflows – particularly in Germany. Germany’s BVI, for instance, finds that the number of people investing in fund-based savings plans has increased “particularly strongly”, showing that “many savers have lost their chronic hesitancy when it comes to investing in securities”. The National Opinion Research Centre (NORC) at the University of Chicago carried out a survey on the rise of retail investors in 2020 and found that 38% of respondents who had never owned an investment account before, opened a non-retirement investment account in 2020. The research also found that generally, new investors were younger (under 45), and possessed smaller holdings than their predecessors.

The pension market in Europe

So, what does this mean for the overall pension market in Europe? And what does it mean for the asset management industry?

First of all, pension assets are significant – alone accounting for approximately 20% of households’ net financial wealth in the euro area. This trend is accentuated in countries with a high number of occupational pensions. Second, the size of pension funds in the euro area has increased over the past two decades, both in absolute terms and as a percentage of GDP. Indeed, pension fund assets have more than doubled since 2008, with the total figure standing at approximately EUR 3 trillion as of 2019. In terms of euro area GDP, this constitutes an almost two-fold rise from 13% in 2008 to 25% in 2019.

 

As seen in the graph below, investment fund shares predominate the Euro area’s pension funds landscape and account for almost half of assets as of Q1 2021. This figure highlights the sheer magnitude of the role played by investment fund managers, a role which is set to increase as a result of the abovementioned factors and challenges. 

In addition, it is estimated that European households hold USD 48.4 trillion of financial assets, of which USD 14.9 trillion are held in currency and deposits. As illustrated below, the amount allocated to cash and deposits has remained stable, at about 30%. Cash and deposits are a viable option when inflation remains low. However, in the current context of inflationary pressures and no change in interest rates in the EU area, individuals may decrease their allocation to cash and deposits in order to maintain their purchasing power, which will likely be transferred to insurance and pension assets, among others due to the aforementioned factors.

Asset management today already captures by far the largest share of the non-public retirement pie. That being said, there remains significant potential particularly in Western Europe) for further penetration, as a result of the steady decrease in pension income compared to work income in the last year prior to retirement. This trend is particularly prominent in Germany, where this is already exceptionally low – coupled with low personal assets penetration rates (i.e. total of retirement assets under management over total personal financial assets). 

Notably, the increasing price-sensitivity of both investor segments has resulted in a historical flow of investor assets into low-cost, passively managed products. This has led to increased (price) competition and a decrease in performance-based that has in turn contributed to heightened margin pressure across all geographies and product categories.  This is, however, clearly expected to be compensated by higher sales as a result of an increasing number of people turning to private options for retirement savings.

Implications for asset managers

All this suggests that an ever-increasing share of financial assets (and pension assets in particular) is poised to be directed towards the asset and wealth management industry in the coming years. The key strategic question for issuers and asset managers now is how they can tap into expanding value pools and capture the largest possible share of this potential additional market. How can they provide offerings to a large number of very diverse investors across quite fragmented markets in Europe in a way that incentivises people to make these savings? How can they capitalise on this opportunity in an increasingly challenging competitive environment with an ever-increasing number of non-traditional players entering the market with innovative products and value propositions? 

We believe that 4 key trends should be highly considered in the current political context:

PwC Luxembourg identifies 4 key trends to be taken into account:

Green is the new black

As we all know, policymakers and regulators are ramping up efforts to initiate and facilitate the green transition of our financial systems. Investors are also increasingly acknowledging ad valuing sustainable and ESG investing as means to finance their long-term income needs while simultaneously contributing towards a better future. Therefore, in order to not only survive but thrive in this fast-changing landscape; asset managers should consider revamping their product offering along with this rapid shift in demand. While this demand shift is evident across both investor segments, institutional investors in particular are strategizing their investment philosophies with regards to ESG; largely due to the fact that their long-term investment horizon is particularly conducive (and exposed) to ESG considerations. 

This paradigm ESG shift has left no stone unturned in Europe’s vast financial landscape. In light of this, it is no surprise that recent years have seen the emergence of a veritable ESG boom in the European pensions market. To further incentivise market players (and the end customers), an increasing wealth of initiatives are becoming available to help identify sustainable investments, with the help of new EU sustainable finance legislation (SFDR, Taxonomy, etc.) and new benchmarks such as the Paris-Aligned and Climate Transition benchmarks. Hence, asset managers must make the most of this opportunity to capture the increasing capital that will be pouring into sustainable investments. 

In the context of sustainable investment, investors are also increasingly requiring strong reporting practices from asset managers. The latter must remain accountable for their practices and demonstrate the value and the impact that their products bring through transparent and data-driven reporting. This means, for instance, that product providers are also expected to be transparent on the way they will go about influencing companies in a sustainable transition. Whether the influence will be direct or indirect, adopting a soft or a hard-line approach with the use of active participation and voting rights, product providers will need to be sincere and transparent in the way they manage portfolios. Transparency and, most importantly, credible sustainability data will prove to be a crucial marketing tool to redirect savings into the AWM landscape of tomorrow.

Digitalisation is key – especially in distribution

Although the asset management industry has already invested heavily in digitalisation – particularly as far as distribution is concerned – retirement solutions are currently still primarily distributed and serviced through non-digital channels. Accelerated by the COVID-19 pandemic, digitalisation will continue to play an increasingly important role in attaining new inflows – and this will also be the case in the context of pension solutions. Digital platforms and dashboards, for instance, are increasingly important to clients to monitor their assets and activities. Direct-engagement channels can bolster direct online sales of retirement products. In general, the utilisation of online brokers (and even so-called neo brokers or even robo-advisors) as (digital) distribution channels will significantly boost accessibility to investors and their capital. 

Asset managers should identify the key milestones in the retirement planning of their future (end) customers – both those looking for specific retirement products as well as those looking for classic private provision on the stock market – and design a compelling E2E digital customer journey. 

The rise of alternatives

Another major trend in the AWM industry in general, but also necessarily in relation to pension products, has been the rise of alternatives. As regulators demand transparency and investors seek out lower fees and higher alpha, we are experiencing a widescale shift of assets from traditional products into alternatives. This shift accelerated throughout the pandemic, as high market volatility and the ongoing low-interest rate environment caused investors to seek out products that provide portfolio diversification. This proclivity for alternative products has been mirrored by managers themselves, who are stepping in to fill the financing gap which has been widening since the 2008 financial crisis. In addition, pension solutions require long-term investment vehicles, and alternatives align very well with these types of needs. 

In light of the recently rising inflation, products will also need to be increasingly hedged against this development. This can reinforce the appeal for alternative investments, including hedge funds, but may also create further incentive to diversify. Accordingly, asset managers must be able to propose products that safely navigate economic and political uncertainty.

Educating the clients – through ecosystems and cross-selling

As aforementioned, there currently remains vast potential for redirection of existing capital towards pension solutions – whether existing or new. For instance, according to a pension survey carried out by Insurance Europe in 2021, 40% of those aged between 18 and 35 years old do not have any retirement savings. If asset managers can succeed in “educating” these clients – either directly or through their distributors – and in communicating the importance of getting a head start on retirement savings to this generation, they will gain access to this widely untapped market. 

Going further, related – and even distantly related – areas can become more closely linked to retirement solutions and together create an eco-system – e.g. (traditional) wealth, healthcare, housing. In practice, this means that (end) customers could go through the same channels to get traditional investment advice and specific retirement advice. It is critical for asset managers to understand the role they can play and the partners they can leverage to also boost cross-selling opportunities. Ecosystem development is also critical to cope with the ever more dynamic competition – particularly the threat of new digital players. 

Through its already leading role in sustainable finance and Alternatives, Luxembourg is particularly well positioned to benefit from the developments resulting from the AWM industry’s answer to the widening pension gap.

Implications for Luxembourg

In conclusion it is very evident that, as the dynamics of the European pension market change, there is a vast potential for asset managers to develop and offer specific retirement products, or to offer traditional products specifically with a retirement rationale. This is a perfect example of how one of society’s greatest challenges is at the same time one of the greatest opportunities for the asset management industry.

Although the related key strategic decisions are usually not taken in Luxembourg, it is important to notice that Luxembourg is exceptionally well equipped to cope with these developments – not only because it already has the required infrastructure, skill and resources needed to manage increased inflows but particularly because the asset management industry in Luxembourg can leverage location advantages also for the development of entirely new topics and solutions. Particularly Luxembourg’s position as front-runner both in the fields of sustainable finance and alternatives is of course a major asset of our local marketplace.

Contact us

Oliver Weber

Tax Partner, PwC Luxembourg

Tel: +352 62133 31 75

Björn Ebert

Financial Services Leader, PwC Luxembourg

Tel: +325 621 332 256

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