This study argues that electronic markets (EM) are not only used by public agencies for service delivery, but also feature in attempts to influence citizens to behave in line with public objectives like pension reform. The purpose of this paper is to contribute to e-government research by providing experiences and perspectives that go beyond the dominant paradigm of transactions. The aim is to study attempts to connect citizens to pension reform through EMs. The study applies the theoretical concept of enrolment, which emanates from Actor-Network Theory. This concept refers to a situation where some actors use technological devices to try to make other actors behave according to certain objectives. Based on a case study of pension reform in Sweden, which includes two different EMs, a broad analysis is made of the existing objectives and technological devices. The conclusion is that there are several important objectives: to provide services in line with the 24/7 ideal for self-service; to accomplish an active choice of premium pension funds; to improve knowledge about all pension sources; and to improve the quality of the individual's choice of funds. Different devices incorporated into the EMs were identified that had the intention of enrolling or connecting citizens to all of these objectives, thus demonstrating an important element in public policy implementation in pension reform.