Retirement Voice 2025: Marketing Strategies for UK Financial Advisers

Executive Summary for Busy Advisers

The Standard Life Centre for the Future of Retirement’s Retirement Voice 2025 report reveals critical opportunities for financial advice firms. Based on 6,000 UK adults surveyed in October 2025, we’ve identified 10 priority marketing campaigns that address real client concerns—from the five-year “retirement expectation gap” to auto-enrolment complacency affecting 45% of DC pension holders.

Quick wins to start this quarter: