James Brosworth might not be the orignal writer, but found this great article and curated it for us to use to post on our site, thanks to them and also the original author
One established player that has made significant progress in the right direction is Aegon with its Retiready proposition.
Although not yet perfectly formed, it has moved quickly to deliver an innovative solution which is far more customer-focused than anything I have seen from their peers. Having been talking to Aegon about this proposition since its earliest days, it has been remarkable how quickly it has been able to deliver a fresh approach. Delivery of the project really only started last autumn but the service is now live. Other insurers could learn valuable lessons from this work.
This puts Aegon in a strong position to respond to recent events. Whilst there are others more qualified than I to examine the underlying investment proposition, from what I have seen there are some very attractive features. I really hope Aegon maintains its focus on this project and it evolves to achieve all it could be.