Savers Reset Financial Goals for 2026: What the Pensions UK Research Means for Financial Planners
New research from Pensions UK reveals a significant shift in how UK savers are approaching their financial priorities for 2026. With pension contributions rising up the priority list, the findings present clear opportunities for financial planners looking to grow their firms and strengthen their brand positioning.
Key Findings: The Numbers That Matter
The research, conducted among 1,588 working adults by Yonder Consulting in December 2025, highlights several notable trends:
Pension engagement is rising sharply. Nearly a third (30%) of savers said they would increase their contributions if they reviewed their pension—up nine percentage points from last year. This represents the largest year-on-year shift in pension behaviour recorded in the survey. Among those with defined contribution pensions, the figure rises to 34%, and among under-34s it reaches 40%.
Everyday financial concerns remain front of mind. Reviewing and reducing monthly spending is the most common financial goal for 2026, with 31% planning to do so (up from 26% last year). Building rainy day savings has also grown in importance, with 28% prioritising this compared to 21% in 2025. Younger savers under 35 are leading the way on emergency funds, with 31% making this a priority.
Investment appetite is increasing. More people are looking to grow their wealth, with 12% planning to open an ISA (up from 7% last year) and 14% intending to invest in stocks, shares or other assets (up from 10%).
The Advice Gap: A Significant Opportunity
Perhaps the most striking finding for financial planners is this: only 9% of respondents said they would consult a financial adviser as part of reviewing their pension arrangements. Meanwhile, 18% admitted they do not know what steps to take with their pension.
This gap between intention and action represents a substantial opportunity. Savers are increasingly motivated to engage with their pensions, but most are not seeking professional guidance. For firms that can communicate their value effectively, this creates fertile ground for client acquisition.
Matthew Blakstad, Deputy Director of Strategic Policy and Research at Pensions UK, commented: “While everyday needs often take priority, it is encouraging to see people increasingly willing to take action on pensions. However, experience shows that our best-laid plans for our pensions don’t always translate into action.”
Marketing Implications for Financial Advisers
Position Around the Contribution Conversation
The finding that 30% would increase contributions after a review—rising to 40% among younger DC savers—provides a clear hook for client engagement. Firms could develop content and campaigns specifically addressing the question: “Are you contributing enough?” This connects directly to the pension adequacy conversation that many clients need to have.
Address the Knowledge Gap
With 18% of respondents saying they do not know what steps to take, there is clear demand for accessible client education. Financial planners who invest in educational content—blogs, newsletters, webinars, and guides—can bridge this knowledge gap. This approach also supports Consumer Duty obligations by demonstrating a commitment to helping clients understand their options.
Target Younger Savers Strategically
The research shows notably higher engagement among under-35s: 40% would increase contributions, and 31% are prioritising emergency funds. This suggests an opportunity to build relationships with younger clients early, before their needs become more complex. Firms with intergenerational advice strategies may find this cohort particularly receptive.
Leverage the Income Segmentation
Households earning more than £48,000 are significantly more likely to take action on their pensions (40%) compared to those earning under £14,000 (19%). This provides useful targeting data for firms looking to focus their marketing on segments most likely to engage with advice.
Opportunities for Professional Introducers
The renewed emphasis on pension planning creates natural opportunities for closer collaboration with professional referral partners. Solicitors dealing with later-life planning, wills, and estate administration, as well as accountants advising business owners and higher earners, are likely to encounter clients who are reassessing their retirement goals.
Financial planners who proactively share insights and research commentary with these partners can position themselves as valuable collaborators rather than transactional service providers. Consider developing joint content or events that address the intersection of pension planning with wider financial and legal considerations.
Building Trust Through Timely Communication
As savers become more conscious of the need to plan ahead, many will seek reassurance that they are making the right decisions. The research reinforces the importance of client trust as a differentiator.
Firms that consistently communicate their expertise and professional standards can strengthen relationships and build longer-lasting client connections. This is particularly important when working with referral partners who want confidence that their clients are receiving quality guidance.
Practical Next Steps
Based on this research, financial planning firms might consider:
- Creating timely content that references the Pensions UK findings and positions your firm as engaged with current trends
- Reviewing client communications to ensure pension review conversations are prominent in your annual engagement cycle
- Developing targeted outreach for under-35 clients and higher earners, who show the strongest appetite for pension action
- Sharing insights with professional introducers to demonstrate your awareness of shifting client priorities
- Auditing your educational resources to ensure you are helping the 18% who “don’t know what steps to take”
The Broader Context
This research arrives at a time of significant change in the UK pension landscape. The Pensions Commission has been revived to analyse the system and recommend reforms, with a final report due in 2027. Pensions dashboards are rolling out through 2026, and the Targeted Support regime—designed to bridge the gap between guidance and regulated advice—is expected to launch in April.
Against this backdrop, the appetite among savers to take pension action provides a timely reminder that proactive, client-focused marketing can help firms grow while genuinely serving client needs.
This article draws on research conducted by Yonder Consulting on behalf of Pensions UK among 1,588 working adults between 19-21 December 2025. The full findings were reported across industry publications including IFA Magazine, Pensions Age, and Financial Planning Today.