On a podcast episode hosted by Netspar, Associate Professor of Finance at Maastricht University and Open University, Thomas Post and Wilmar Zomer, Strategic Marketing Consultant at ASR, discuss techniques to activate and nudge pension plan participants. The Dutch occupational pension system, which generates the major share of our retirement income, is undergoing substantial reforms. In the new system, participants will have more individual freedom of choice. Thomas explains that participants are often overwhelmed by such difficult and complex choices and that nudging and smart choice architecture can be of great help here. He also emphasises that nudges have to be designed with great care to be effective and ethically sound.