How Financial Advisers Can Capitalise on Couples’ Pension Planning Confusion
Recent research from Hargreaves Lansdown has exposed a critical gap in how couples approach retirement planning, revealing that over 70% are financially interdependent for their pension income. For UK financial advisers, this presents a significant opportunity to differentiate their practice, attract new clients, and build deeper relationships through specialised couples’ pension planning services.
The Market Opportunity: £2.8 Trillion in Pension Assets at Risk
The Hargreaves Lansdown survey of 1,300 people revealed striking imbalances in couples’ retirement planning:
- Only 27% are financially independent from their partner’s pension
- Gender gap persists: 31% of men vs just 22% of women claim pension independence
- 19% have similar-sized pensions but still require mutual financial support
- 14% are heavily reliant on their partner’s larger pension pot
- 5% have no pension provision whatsoever
With UK pension assets totalling approximately £2.8 trillion, this interdependence creates vulnerability that advisers can address through targeted couples’ retirement planning services.
Positioning Strategy: The “Couples’ Financial Security Specialist”
Brand Differentiation Opportunity
Transform your practice’s positioning by becoming the go-to adviser for couples’ pension planning. This brand positioning strategy allows you to:
Target Market Segments:
- Couples aged 45-60 approaching retirement
- Recently married professionals combining finances
- Divorcing couples requiring pension valuations
- Widows and widowers needing financial restructuring
Unique Value Proposition: “Securing both partners’ financial futures - together and independently”
Specific Service Offerings to Develop
- Couples’ Pension Health Check - Annual reviews assessing both partners’ provision
- Divorce-Proof Pension Planning - Strategies ensuring both partners maintain adequate provision
- Spousal Pension Optimisation - Maximising household pension efficiency through tax planning
- Succession Planning for Couples - Expression of wish reviews and beneficiary planning
Content Marketing Strategy: Become the Authority
High-Impact Content Topics
Content creation focused on couples’ pension planning can establish thought leadership:
Blog Article Series:
- “The Hidden Divorce Risk: Why Your Pension Matters More Than Your House”
- “How Much Should Couples Save Separately vs Together?”
- “Expression of Wish Forms: Protecting Your Partner’s Future”
- “Auto-Enrolment Isn’t Enough: A Couples’ Guide to Pension Adequacy”
Downloadable Guides:
- “The Couples’ Pension Planning Checklist”
- “10 Questions Every Couple Should Ask About Retirement”
- “Understanding Pension Sharing Orders in Divorce”
Webinar and Event Strategy
Event marketing targeting couples creates direct lead generation opportunities:
Monthly Webinar Series:
- “Pension Planning for Couples: Avoiding the £100k Mistake”
- “What Happens to Your Pension in Divorce?”
- “His, Hers, and Ours: Structuring Couple’s Retirement Income”
Partnership Events:
- Collaborate with divorce solicitors for joint seminars
- Partner with wedding planners for “Financial Planning for Newlyweds” workshops
- Work with bereavement counsellors on “Financial Security After Loss” sessions
Professional Referral Network Strategy
Legal Professional Partnerships
The research highlights that pensions are often overlooked in divorce settlements. Build professional networking relationships with:
Family Law Solicitors:
- Offer pension valuation services for divorce cases
- Provide expert witness testimony on pension assets
- Create referral agreements for post-divorce financial planning
Estate Planning Lawyers:
- Collaborate on complex inheritance tax planning involving pensions
- Joint seminars on “Pension Planning and Inheritance Tax”
- Cross-referral arrangements for high-net-worth couples
Accountancy Firm Partnerships
Services to Offer:
- Pension tax efficiency reviews for their clients
- Joint retirement income forecasting
- Corporate pension scheme optimisation for business owner couples
Lead Generation Campaign Framework
Digital Marketing Strategy
Target couples through specific lead generation campaigns:
Google Ads Keywords:
- “pension planning for couples”
- “divorce pension advice”
- “retirement planning together”
- “couples financial planning [your location]”
Social Media Campaigns:
- LinkedIn articles targeting professional couples
- Facebook advertising to engaged/newly married demographics
- YouTube channel: “The Couples’ Money Show”
Client Acquisition Tactics
Referral Incentive Programme:
- Existing clients referring couples receive enhanced annual reviews
- Professional referrers receive quarterly market updates
- Referral generation strategies specifically targeting couples’ networks
Client Communication Training for Couples’ Meetings
Specific Conversation Starters
Discovery Questions for Couples:
- “Who takes the lead on financial decisions in your household?”
- “Have you discussed what happens if one of you becomes unable to work?”
- “Do you know what your combined pension income will be at retirement?”
- “What would happen to the surviving partner’s lifestyle if one of you passed away?”
Managing Couple Dynamics
Training Areas to Develop:
- Facilitating discussions when partners have different risk appetites
- Managing situations where one partner is financially dominant
- Addressing gender-based pension gaps sensitively
- Creating safe spaces for financial vulnerability discussions
Enhanced Client Experience Strategy
Couples-Specific Service Enhancements
Annual Review Format:
- Individual sessions followed by joint planning meeting
- Scenario planning for various life events (divorce, death, illness)
- Regular “financial relationship health checks”
Technology Solutions:
- Joint access to pension tracking platforms
- Shared retirement planning calculators
- Couples’ financial goal-setting applications
Measuring Success: KPIs for Couples’ Planning Specialisation
Business Growth Metrics
Lead Generation:
- 25% increase in couple inquiries within 6 months
- Average 15% higher fees for couples’ planning services
- 40% referral rate from couples’ planning clients
Client Retention:
- 90% retention rate for couples taking comprehensive planning
- Average relationship value 2.3x higher than individual clients
- Net Promoter Score of 80+ for couples’ services
Analytics and Reporting Framework
Quarterly Review Metrics:
- Number of couples’ pension health checks completed
- Revenue from couples-specific services
- Professional referral conversion rates
- Content engagement rates for couples-focused materials
Implementation Timeline: 90-Day Quick Wins
Month 1: Foundation Setting
- Develop couples’ service proposition and pricing
- Create initial content pieces and website updates
- Establish professional partnership outreach programme
Month 2: Content and Campaign Launch
- Launch webinar series and thought leadership campaign
- Begin targeted advertising campaigns
- Initiate professional networking activities
Month 3: Optimisation and Expansion
- Analyse initial results and refine approach
- Expand referral partner network
- Launch client referral incentive programme
The Bottom Line: A £50,000 Revenue Opportunity
For a typical advisory firm, specialising in couples’ pension planning could generate:
- 20 new couple clients annually at average £2,500 annual fees = £50,000 additional revenue
- Enhanced client retention through deeper relationship complexity
- Premium fee positioning for specialised expertise
- Referral multiplier effect from both personal and professional networks
The Hargreaves Lansdown research reveals that couples are crying out for guidance on pension planning. By positioning your practice as the specialist solution, you’re not just growing your business—you’re providing essential financial security for thousands of couples approaching retirement with inadequate planning.
Ready to transform this market insight into measurable business growth? The opportunity exists now, but early movers will capture the greatest market share in this underserved segment.
For expert support in developing your couples’ pension planning marketing strategy, contact our team to discuss how we can help position your practice as the local authority on couples’ financial security.
