UK’s first National Annuity Day launched to help people secure retirement income


Pension Potential, part of Punter Southall Group, has created the UK’s first National Annuity Day, taking place on 21 October 2025.

Supported by Aviva, L&G and Standard Life, the initiative aims to raise awareness of annuities and their role in providing guaranteed, lifelong income.

Once dismissed as old-fashioned in the post-pension freedoms era, annuities are enjoying a resurgence. The Association of British Insurers (ABI) reported total annuity sales of £7bn in 2024, a 34% increase on the previous year. Key drivers of renewed demand include:

• Stability in uncertain times – annuities provide guaranteed income for life, protecting retirees from market volatility.

• Improved rates – higher interest rates and gilt yields mean stronger annuity payouts.

• Longevity protection – annuities help people avoid outliving their savings.

• Flexibility – modern annuities offer inflation protection, joint-life cover, guarantee periods, and value protection.

National Annuity Day will help people better understand their retirement income options, dispel myths about annuities, and provide practical resources and information to support informed decision-making. 

A dedicated website – www.nationalannuityday.org.uk – has been launched, offering tools and information including:

• Guidance on how annuities work.

• Resources for planning retirement income.

• Up-to-date annuity rates.

• Educational content to help people weigh up different options.

The campaign will also feature research, education, and industry debates, with organisers calling on the wider retirement sector to unite behind the initiative.

Steve Butler, CEO, Pension Potential, said: “Many people approaching retirement have a very real fear that their savings will not last a lifetime. That is why education is so important – people need clear, reliable information to make informed choices about their retirement income.

“National Annuity Day brings the industry together to address this challenge, helping consumers understand the role annuities can play in providing security and peace of mind. By working together, we can support people to make better decisions and feel confident about their financial future.”

For more information visit: www.nationalannuityday.org.uk

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