Die Bayerische launches guerrilla campaign against neobrokers

The insurance company Die Bayerische has launched a guerrilla marketing campaign in Munich to spark debate regarding retirement planning and the role of professional advice. Using a projection at the Stachus, the insurer countered a neobroker's advertisement by asking, “Are you advised?” instead of the original slogan regarding taxation.

Martin Gräfer, a board member at Die Bayerische, stated that retirement planning requires more than just a digital app, emphasizing that long-term decisions involving taxes, subsidies, and market risks benefit from human expertise. The company cited a 2023 study suggesting that advised investors built approximately 20 percent more retirement assets than those without advice.