Nearly three quarters (74%) of IFAs reckon providers need new ways to engage younger generations, according to a new study.
Almost two thirds (63%) believe support should start earlier to help savers make better retirement decisions according to the research from People’s Pension.
More than half (51%) reckon providers should play a more active role in supporting members in retirement while a similar 51% warn poor administration and service is a key driver of switching.
When asked what DC pensions should offer, advisers highlighted the need for practical, accessible tools that support better decision-making. Digital member platforms (41%), improved data and reporting (39%), and integrated retirement and decumulation tools (38%) were among the most cited priorities, alongside more personalised communications (34%).
The business called on the industry to move beyond traditional communication approaches and adopt new ways of engaging savers earlier in their journey. It said that includes reaching audiences in more relevant, everyday contexts and making pensions easier to understand and act on.
Stuart Reid, distribution director at People’s Pension, said: “What this research shows is that expectations are continuing to evolve. Advisers want to see support start earlier in the savings journey and continue through retirement, alongside practical tools and reliable service that help members make informed decisions at each stage.
“We are seeing much stronger interaction and participation from younger employees, along with a growing understanding of the importance of getting started early. That will have a meaningful impact on their long-term outcomes, and it is encouraging to see.”
• Data conducted on behalf of People’s Pension by Opinium Research from 22 December 2025 – 5 January 2026 among a nationally representative survey of 500 SME decision-makers.