Key Takeaways
- • Timi Agbaje, Managing Partner of Versed Attorneys, urged Pension Fund Administrators (PFAs) and industry stakeholders to adapt communication strategies by using viral social media trends to promote financial independence and reach young earners early.
- • Agbaje spoke as a panellist at an online youth engagement session organised by the National Pension Commission (PenCom) during the inaugural National Pension Week 2026.
- • Agbaje argued that conventional retirement messaging centred on age 60 fails to resonate with Generation Z, and that pension operators should emphasise immediate benefits such as financial autonomy, flexibility and freedom of choice.
- • Agbaje proposed integrating savings messages into formats such as Spotify Wrapped and viral AI photo challenges to make personal savings culturally relevant.
Summary
Timi Agbaje, Managing Partner of Versed Attorneys, has called on Pension Fund Administrators (PFAs) and other industry stakeholders to revise their communication strategies to attract Nigeria's youth into the Contributory Pension Scheme (CPS). He made the call as a panellist at an online youth engagement session organised by the National Pension Commission (PenCom) as part of activities marking the inaugural National Pension Week 2026. The session, themed "Your Hustle, Your Future: Why Retirement Planning Starts Now," was moderated by Dr. Haruna Abdullahi of PenCom and included Arese Ugwu, Acting Managing Director of NASD; Titilayo Omolaja, Head of Investment at Stanbic IBTC Pensions; and Godsman Attah of PenCom.
Agbaje said traditional pension messaging built around retirement at age 60 does not resonate with Generation Z and young entrepreneurs, who view that timeline as remote. While the core purpose of pension messaging is sound, he argued operators should lead with immediate value propositions such as financial autonomy, flexibility and freedom of choice. He illustrated the point by noting that three months of savings can give a young worker the ability to decline an unfavourable job offer.
Agbaje also observed that social media is dominated by messages promoting spending and conspicuous consumption, while financial prudence is largely absent. He urged operators and advocates to embed retirement savings messages in popular digital formats, such as annual music streaming reviews like Spotify Wrapped and viral AI photo challenges, noting that savings milestones can prompt questions that open a route into pension discussions.
He further argued that first-time earners, freelancers and young entrepreneurs have an advantage because they have not yet experienced lifestyle inflation, and advised them to set aside part of their income, from salaries or side hustles, before expenditure rises.
Other panellists outlined complementary measures. Ugwu emphasised digital innovation and relatable content to build financial literacy among young creatives and informal sector participants. Omolaja called for investment strategies and products tailored to the risk profiles and liquidity needs of young earners. Attah reiterated PenCom's commitment to regulatory frameworks supporting micro-pension adoption, digital accessibility and policy awareness across the informal and digital economy. The session forms part of broader regulatory initiatives to expand pension coverage and build long-term financial security among Nigeria's youth and creator economy.
Agbaje said traditional pension messaging built around retirement at age 60 does not resonate with Generation Z and young entrepreneurs, who view that timeline as remote. While the core purpose of pension messaging is sound, he argued operators should lead with immediate value propositions such as financial autonomy, flexibility and freedom of choice. He illustrated the point by noting that three months of savings can give a young worker the ability to decline an unfavourable job offer.
Agbaje also observed that social media is dominated by messages promoting spending and conspicuous consumption, while financial prudence is largely absent. He urged operators and advocates to embed retirement savings messages in popular digital formats, such as annual music streaming reviews like Spotify Wrapped and viral AI photo challenges, noting that savings milestones can prompt questions that open a route into pension discussions.
He further argued that first-time earners, freelancers and young entrepreneurs have an advantage because they have not yet experienced lifestyle inflation, and advised them to set aside part of their income, from salaries or side hustles, before expenditure rises.
Other panellists outlined complementary measures. Ugwu emphasised digital innovation and relatable content to build financial literacy among young creatives and informal sector participants. Omolaja called for investment strategies and products tailored to the risk profiles and liquidity needs of young earners. Attah reiterated PenCom's commitment to regulatory frameworks supporting micro-pension adoption, digital accessibility and policy awareness across the informal and digital economy. The session forms part of broader regulatory initiatives to expand pension coverage and build long-term financial security among Nigeria's youth and creator economy.
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