22 July 2025: Broadstone, a leading, independent UK financial services consultancy, has partnered with Pension Potential, a ground-breaking digital retirement planning platform, to bring retirement support tools to Broadstone’s Defined Contribution (DC) pension clients. The partnership will help people make confident, informed decisions about their retirement income options.
Pension Potential offers free, easy-to-use tools like its ‘Lifestyle Explorer’ and a live annuity calculator that searches the whole of market to give people the best annuity rate based on their age, health and lifestyle. People can also access regulated financial advisors from Pension Potential’s team of Chartered Financial Planners.
Steve Butler, Managing Director at Pension Potential, said: “Broadstone is an ideal partner as they share our commitment to improving retirement outcomes through trusted and accessible support. Our goal is to make pension planning simple, combining smart technology with expert guidance, and access to cost-effective, regulated advice so people can make the best financial decisions for their circumstances.”
Damon Hopkins, Head of DC Workplace Savings at Broadstone, said: “At Broadstone, we’re always focused on supporting our clients and their employees to deliver better retirement outcomes. Pension Potential stands out for its innovative yet simple approach, delivering clear guidance right when it matters most – at retirement. As interest in annuities grows, and more people look for guaranteed income options, this partnership gives our clients the confidence to explore all their retirement choices conveniently in one place.”
The partnership comes at a time when annuity rates are at their highest in a decade[i]. However, research shows that nearly half of over 45s in the UK have never heard of the term ‘annuity’, and less than a third would know where to buy one from[ii].
Almost half (45%) of over 50s also admit they don’t know that annuities come in many forms and with various options to suit people’s varying circumstances and pension pots.[iii]
Steve Butler added: “Annuities can be an effective option for people who want to ensure a reliable income in retirement. Using Pension Potential, Broadstone’s customers will be able to understand more about the range of annuities options and find the most suitable for their individual needs. Taking just a few minutes to compare quotes using our live annuity quote service could significantly boost their retirement income and provide greater reassurance about their finances in retirement.”
Pension Potential was recently awarded the 2025 Paul Bradshaw Innovation Award at the Boring Money Awards, in recognition of its hybrid approach that combines cutting-edge technology with expert financial advice – empowering users to make smart, confident retirement decisions.
For more information visit: www.pensionpotential.co.uk.
