PegasusLife is a company on a mission to change perceptions of retirement living in the UK. A psychological ‘stigma’ exists, driven by various cultural and class-related factors, and further exacerbated by the inferior quality of the product available, and the uninspiring way in which it is communicated to the market.

The people retiring today - dubbed the ‘baby boomers’ - are often fortunate enough to have both financial security and their health, and are more active and less ready or willing to stop working or doing the things that they love than any previous generation. PegasusLife has been established to provide a product that would make sense to them.

Smith Dawson worked with PegasusLife from its inception in 2012 until 2017. We are part of the team that founded the vision, working together with the senior management on all aspects of the proposition, product strategy, brand identity, thought leadership and communications approach, as well as all touch-points of delivery across approximately thirty sites in the UK - from land acquisition and planning, through to the selling process and the ongoing management of each building. The following case studies explain in greater detail some of the key aspects of our involvement.