Katılım Emeklilik Introduces BESTİ, the Early BES Mascot

Katılım Emeklilik, one of the leading providers in the under-18 Bireysel Emeklilik Sistemi (BES), has added the character BESTİ to its communication strategy to introduce more children and young people to BES at an early age. Created entirely using artificial intelligence technologies from start to finish, BESTİ has become the new face of communication for Erken BES, the company’s BES product for individuals under the age of 18.

With the start of the new school year, families are focusing not only on school-related needs but also on financial planning for their children’s future. As parents’ tendency to start saving for their children at an earlier age has strengthened in recent years,  Bireysel Emeklilik Sistemi (BES) for those under 18 has also become one of the tools used for such planning.

The inclusion of children under the age of 18 in BES provides families with a significant time advantage for long-term savings. A BES contract opened in a child’s name at an early age enables regular savings through small contributions and allows the child to benefit from a long investment horizon. The long-term impact of government contributions and fund investment performance also supports savings that begin at an early age.

Interest in BES among those under 18 is growing

The growing interest in including children and young people under the age of 18 in Bireysel Emeklilik Sistemi  is also diversifying communication efforts in this area. Through its Erken BES product, Katılım Emeklilik has begun communicating its approach, which enables children to enter the BES system from birth, through its new brand character, BESTİ.

As of September 2026, the number of under-18 BES participants at Katılım Emeklilik exceeded 208,000. The company’s number of under-18 BES participants increased by 14% over the past year, with the increase exceeding the sector average. Participants under the age of 18 account for 13.4% of Katılım Emeklilik’s total BES contracts.

Across Türkiye, interest in BES among those under 18 continues to grow, while the total number of under-18 participants in the system has surpassed 2 million.

BESTİ becomes the new face of Erken BES

Katılım Emeklilik has included BESTİ in its communication efforts to help Erken BES reach a wider audience and introduce more babies, children and young people to the idea of saving from an early age.

Developed by Gricreative for Katılım Emeklilik, BESTİ is positioned as the brand character to be used in communicating Erken BES. Through the character, the company aims to explain the idea of saving from an early age through children’s different dreams, such as education, sports, travel and their future careers. The communication film prepared to introduce BESTİ also highlights the character’s role in communicating with children and families. The film is being released with the message “Everything for Our Children’s Future!” and the tagline “Start Today with Erken BES.”

BESTİ was created entirely with artificial intelligence

One of the elements that makes the project distinctive is the production process behind the character and the introductory film. From BESTİ itself to the settings in which its story takes place and the scenes featured in the film, the entire project was created using artificial intelligence technologies from start to finish.

The AI-assisted production process made it possible to create a cohesive visual world for BESTİ, encompassing the character, locations and various scenes. In this way, Katılım Emeklilik not only introduced a new character to its Erken BES communications but also implemented a project that makes use of artificial intelligence technologies in content production.

BESTİ is planned to be used across different content formats and channels in Katılım Emeklilik’s Erken BES communications in the coming period.