Case Study: T. Rowe Price achieves higher retirement contributions and participant engagement with SundaySky

401k Marketing Videos Simplify Retirement Planning

T. Rowe Price, a global asset manager, partnered with SundaySky in 2014 to bring personalized video into its investor engagement strategy. The firm faced a persistent challenge: many well-informed investors know they should save for retirement but aren’t saving enough and seek clear, timely guidance; T. Rowe Price needed scalable, emotionally resonant digital tools to educate participants, reduce retirement anxiety, and drive action.

SundaySky delivers personalized videos at key moments—onboarding, contribution education, account check-ins, distributions, and security—showing individualized account details, interactive CTAs, and one-click Spanish narration in the account portal. The results were strong: viewers were 2x more likely to increase discretionary deferrals, increased savings contributions 550% more than non-viewers, averaged 83% view duration and a 21% CTA click-rate, and 97% of viewers found the videos useful, making personalized video a core go-to-market tool.

T. Rowe Price

Kirk Kness

Vice President of Emerging Solutions