> Bruno Chappuis, Senior Sports Rights Manager, European Broadcasting Union (EBU)
Why did you want to join the Pension Board?
Because of my professional history in occupational pensions – for example, I worked for PPCmetrics, a consulting firm for institutional and private investors. It seemed natural to get involved in the EBU’s pension fund, which I did in 2017. When we decided to join AVENA, in September 2019, it was important to me that I contribute actively to overseeing our Fund, to bring my experience to bear, and to ensure the EBU was represented on the Pension Board.
What is your role on the Board?
After I was elected, I was encouraged to join the Marketing and Communications Committee in light of the field I work in. I took over as chair of the committee in May, when my predecessor, François Pugliese, became the president of the Vaud Chamber of Commerce and Industry (CVCI). Because I had worked for several years in occupational pensions, I also joined the Investment Committee. I also serve as deputy chair of the Pension Board, representing employees.
What challenges is the Board facing right now?
I would point to two. The first is about communication. The occupational pension system was created by specialists for specialists, and the messaging can be very (sometimes excessively) technical. We need to inform our members about the importance of occupational pensions by communicating more clearly. That includes taking advantage of new communication channels. It’s quite surprising that only 25% of members were registered with AVENA’s secure digital platform in January 2024. We’re fortunate to have a very solid three-pillar system in Switzerland. But we really need to customize our digital communications, by adapting our messaging to individual needs. It’s like sports broadcasting: it’s not enough today to simply air a sporting event – you have to make it more interactive by adding custom content on social media. The second challenge is linked to the first: we need to bolster the public’s confidence in the pension system by transparently showing how solid it is. That means striving for more open communications.
Where do you see AVENA in ten years?
Intercantonal, digital, and multiservice. We can use this communications strategy to attract not just more members but also more resources and more professionals with a strong digital skillset. AVENA could be one of the main players in occupational pensions in French-speaking Switzerland and Switzerland as a whole. We have the opportunity to build on the strong foundation of BCV, which, as a universal bank, brings together a number of different specializations that can help us meet our members’ needs and expectations. I think that AVENA will not only provide services related to occupational pensions – I think it will become a one-stop shop for other retirement-planning services as well, such as financial planning and tax advice. To ensure our members feel involved, they will need access to the full range of those services.
