Challenge
Legal & General has ambitious plans to build the market leading pension app experience. With significant investment across digital product, UX and engineering, the internal capability was strong.
The barrier was visibility.
In pensions, the most important mobile journeys sit behind login, making meaningful competitor analysis difficult without live account access. L&G needed deep, account-level competitor intelligence and independent mobile app benchmarking to understand their true market position and support feature prioritisation decisions with objective evidence.
Approach
BehindLogin partnered with L&G to provide structured, behind-the-login competitor research across the UK pensions market. We:
- Captured live competitor accounts from real users through our Global Research Panel
- Mapped end-to-end mobile app journeys
- Delivered independent, evidence-led benchmarking
- Identified best-in-class patterns and execution gaps
This gave L&G clear, defensible insight into how their mobile app compared across key pension journeys, and a playbook of recommendations to build the next generation of digital experience.
Outcome
Full competitive visibility across authenticated pension app experiences
- Roadmap shaped by data, not assumption
- Stronger justification for decisions backed by independent benchmarking
- Faster product discovery, using competitor journey maps as inspiration assets
By combining deep competitor intelligence with objective mobile app benchmarking, Legal & General has strengthened its position in the UK pensions market and accelerated progress towards best-in-class mobile experience delivery.
“Behind Login provide unique and powerful insights into competitor’s authenticated functionality and user journeys.
A combination of an overall leaderboard, benchmarking results against key features and best in class highlights, along with detailed UX journey maps and user interface screens have been incredibly powerful and transformative in helping us optimise our mobile experience.”
