Targeted Support

Targeted Support is a simpler form of regulated advice designed to help people make certain financial decisions. It's not a replacement for fully personalised financial advice, but can help people take the next step towards it where needed.

In a 2024 survey, the Financial Conduct Authority found that just 9% of adults received regulated financial advice that year¹. Our research suggests up to 21.5 million people could benefit from Targeted Support². Targeted Support is designed to provide greater direction and confidence for these people.

How Targeted Support can help

Support people with simpler financial needs
Deliver value through workplace pensions

Targeted Support offers people a free recommendation to help them make important financial decisions.

It's not a replacement for individualised advice. Instead, it's designed to work by:

improving outcomes for customers with simpler needs
helping address the advice gap for those who don't need full financial advice
building confidence to take the first step towards managing their money
creating a clearer pathway into full individualised financial advice when needs become more complex.

Targeted Support helps employees in a way that complements the advice you give to employer clients:

supporting greater employee engagement with workplace pension savings
working with the support already provided through employee benefit programmes
helping employees make more confident financial decisions
supporting better financial resilience and long-term outcomes for employees.

Key features of Targeted Support

A new form of advice

Targeted Support sits between guidance and fully personalised financial advice.
Group-based recommendations

A group-based advice service offering customers a recommendation to suit people who share their circumstances.
Actionable and free

Targeted Support gives actionable suggestions based on limited information given by customers.

Targeted Support is not based on customers' individual circumstances and it doesn't provide ongoing advice or reviews. It enables more people to access meaningful financial help and complements fully personalised advice.

Supporting customer journeys into advice

Targeted Support can help to create opportunities for financial advice. It can help customers to build confidence and make initial decisions, and direct them to financial advice when it may be appropriate.

¹ Financial Lives 2024 survey - Financial advice & support: Selected findings
² Royal London consumer research with UK adults, February 2025