De Lange cites a few clear reasons for the strong sustained growth. First, the new pension law that has expanded the tax benefits of supplementary pension savings. This tax advantage is an important reason for many people to choose pension savings in the third pillar. Increased awareness of supplementary pension savings, partly due to the new legislation and constant investments in marketing, also contributes. High customer satisfaction plays an important role in the growth: 31% of new customers opened an account with Brand New Day on the recommendation of an existing customer. De Lange: 'Six out of ten people choose Brand New Day for pension investing. With these growth figures, we strengthen our market leadership position in the field of supplementary pensions and investing for the future.'
Managed assets continue to rise
The assets entrusted by clients grew by 25% to €10.6 billion in 2025. This has achieved the goal the bank set for itself in 2023 to grow to €10 billion in managed assets within three years. The graph below shows that, in addition to the growth in the number of accounts, the managed assets are also experiencing consistent growth. This growth is caused by many new account holders making deposits, a higher contribution from clients, and positive stock market results. Total deposits increased by 14% to €2.5 billion. In addition to more customers making deposits, the average contribution to pension accounts also rose to €325 per month. An increase of about 12% compared to the average contribution in 2024.
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Increasingly younger customers and more women
Brand New Day is attracting more and more women and young adults. In 2024, the average age when opening an account was 40.9 years. In 2025, this age further decreased to 39.9 years. Additionally, more than one in three people who became customers in 2025 are younger than 35 years. The share of women among new customers in 2025 grew from 40% in 2024 to over 42% in 2025. Young people and women, among whom pension awareness is generally lower, are therefore taking more action to take control of their own pension savings. The number of employers offering a pension solution to employees through Brand New Day also increased. This shows that within SMEs, a pension solution in the third pillar is increasingly being offered to employees. Brand New Day expects this trend to continue and that the number of employees without pension savings will therefore become increasingly smaller.
De Lange: 'We have had a record year in many areas over the past year. More than 100,000 new accounts were opened in one year, which is a milestone since the founding of Brand New Day 16 years ago. The monthly contributions from customers have also never been this high. Customer satisfaction is structurally at one and that continues to yield visible results. 87% of our customers are (very) satisfied with our services and about 1 in 3 new customers comes to us on the recommendation of another customer. With the achievement of our goal to reach €10 billion in managed assets, it is also time for a new ambition. We want to reach €15 billion by the end of 2027 and have over 600,000 accounts.'
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