Pension Attention 2025: Strengthening awareness around retirement saving

What Is the Pension Attention 2025 Campaign?

The Pension Attention campaign—launched this year under the theme “Strengthen Your Pension”—is an industry-wide initiative led by the Association of British Insurers (ABI) and Pensions UK.

Running from 5 September to 27 October 2025, the campaign uses a fitness-inspired approach to make pensions more relatable. Television presenter Ross Kemp and pension coach Bola Sol front this year’s campaign, encouraging savers to treat pensions like a workout routine: consistent, manageable, and rewarding over time.

The campaign focuses on three simple actions:

1. Stretch your mind back – check for any old or lost pension pots.
2. Check your form – log in to see how much you’ve saved so far.
3. Work out – use calculators or online tools to estimate what you might need in retirement.

These steps are supported by resources such as the government’s Pension Tracing Service and MoneyHelper calculators, along with guides from individual providers.

Why iPensions Group Supports It

We recognise the value of cross-industry campaigns that make pensions feel accessible and actionable. Pension Attention 2025 brings clarity for savers by focusing on three straightforward steps that cut through complexity and encourage small but meaningful actions. The campaign also raises visibility by using high-profile figures and simple, memorable themes to bring pensions into everyday conversation, reaching audiences who may not otherwise engage with the subject. With the backing of a wide range of organisations, the message is also delivered consistently across the sector, ensuring individuals are reminded of the importance of reviewing their pension wherever they interact with it.

Will It Make a Difference?

There are many reasons to be optimistic about the impact of Pension Attention 2025. Its use of a fitness metaphor makes pensions easy to understand and keeps the subject fresh and approachable, while the supporting campaign materials point savers directly to practical tools such as tracing services and planning calculators. Evidence from past Pension Attention campaigns has also shown promising results, with strong recall among participants and many reporting that they had taken positive steps, such as logging in to view their pension or discussing it with family members.

However, there remain questions about whether this momentum will be sustained. Awareness campaigns can prompt an initial flurry of activity, but encouraging individuals to return to their pensions regularly is a longer-term challenge. Similarly, while checking a balance is an important first step, it does not always translate into further planning or decisive action. Another consideration is whether the campaign will resonate equally across different groups, as certain messages may connect more strongly with particular age ranges or levels of pension awareness.

Final Thoughts

Pension Attention 2025 offers a clear, approachable way to encourage individuals to look at their retirement savings through the lens of everyday habits. With its fitness theme, recognisable faces, and straightforward steps provide a helpful reminder that small actions today can contribute to long-term financial wellbeing.

Whether the campaign leads to more meaningful, lasting pension habits will depend on how individuals respond beyond the initial check-in. For both clients and advisers, though, the campaign serves as a useful conversation starter—and another opportunity to bring pensions into focus.

Disclaimer

The content of this article is for general information purposes only and should not be construed as legal, financial or taxation advice. You should not rely on the information contained in this article as legal, financial or taxation advice. The content of this article is based on information currently available to us, and the current laws in force in the UK. The content does not take account of individual circumstances and may not reflect recent changes in the law since the date it was created. It is essential that detailed financial and tax advice should be sought (as well as legal advice where required) in both the UK and any jurisdiction where you are resident.

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