Pensions Passport

  • 2015

A large proportion of people don’t feel capable of understanding the complex information around pensions.


When we make information more easy to understand, people are more likely to act on it. We used the behavioural concept of simplification to help people better understand pension information.


We ran three randomised controlled trials to encourage people approaching retirement to seek pension guidance.

This involved simplifying reports of 50–100 pages into single-page handouts with clear calls to action to visit an advice website.

Result & Impact

There was a 10-fold increase in visits to the advice website compared to the control condition.