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How Financial Advisers Can Use the State Pension Awareness Gap to Attract New Clients and Strengthen Their Brand

State Pension Top-Ups: A Strategic Marketing Opportunity for UK Financial Advisers

Published: 6 August 2025

Executive Summary

Recent research reveals that one in four people over state pension age remain unaware that they could boost their State Pension by filling gaps in their National Insurance (NI) record. With only the last six tax years available for backdating voluntary contributions, this presents a timely opportunity for advisers to demonstrate value and strengthen client relationships.

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How Financial Advisers Can Turn Pension Benchmark Confusion into a Marketing Advantage

Pension Resilience Benchmarks: The Marketing Opportunity Hidden in Plain Sight

Recent analysis from Hargreaves Lansdown has revealed a staggering variance in pension outcomes that presents both challenges and unprecedented opportunities for financial advisers. Depending on the benchmark used, between 16% and 79% of UK households are on track for pension resilience—a 63 percentage point gap that could transform how you position your advisory services.

This dramatic disparity isn’t just a statistical curiosity; it’s a wake-up call that reveals fundamental confusion in the retirement planning landscape and creates a powerful opportunity for advisers to differentiate themselves through clarity and expertise.

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