The stronger nudge

  • 2019

Those using pensions often don’t seek or take up pension guidance.


Framing refers to how information is presented. The way a message is framed affects how we interpret the information and act on it.

Framing pension advice and guidance so that it is easier to understand and is considered a normal part of the pension journey could therefore increase take-up.


We ran a trial where we changed the script call Pension Wise handlers used when people called about pensions, to nudge the callers to take up an appointment.

Result & Impact

The intervention was successful at increasing the number of pension savers who received guidance from Pension Wise.