The Pensions Dashboard is more than just a compliance obligation—it's a once-in-a-generation chance to change how people think about retirement. But that shift won't happen automatically. It will take thoughtful, well-crafted, ongoing communication to turn data access into meaningful engagement.
The UK Pensions Dashboard is one of the most significant industry-wide initiatives we've seen in decades. Once live, it promises to transform how savers view and understand their retirement savings allowing them to see all their pensions in one place, securely and simply.
While this initiative is a bold and necessary step towards improving retirement outcomes, however, dashboards alone won't deliver change. Clear, proactive communication will be essential not just to meet regulatory expectations, but to help members feel confident using the dashboard and engaging with their pensions.
Regulatory readiness is only half the story
The Department for Work and Pensions (DWP) and The Pensions Regulator (TPR) have set out expectations for trustees and scheme managers in the run-up to dashboards becoming operational1. Beyond the technical and governance requirements, there is a real risk of underestimating the need for proactive communications.
TPR has been clear that communications play a central role in a scheme's dashboard readiness. In their words:
"Trustees must ensure they consider the member journey when preparing for dashboards. That includes helping members to understand what dashboards are, how to use them, and what to expect."
To maximise the dashboard's impact, members must:
- Understand what the dashboard is and why it matters
- Know how and when to use it
- Trust that their data is secure, accurate, and complete
- Feel confident enough to act on what they see
Schemes that overlook the member experience risk more than a missed engagement opportunity. They may also face increased admin pressures, spikes in contact centre calls, and reputational damage if members are left confused or mistrustful.
The DWP aims to support better outcomes by boosting member engagement with their pension savings. That simply cannot happen without strong communications.
Different members, different messages
One-size-fits-all messaging won't work. Active, deferred, defined contribution (DC), and defined benefit (DB) members will each have different expectations and levels of digital confidence. That's why tailored communications, delivered through the right channels, are essential.
Some members may engage via online portals and video explainers. Others may respond better to printed statements, SMS prompts or a conversation with your helpline team. Choosing the right mix ensures no one is left behind.
Start your communication plan by identifying the different member groups you are speaking to and what messages will resonate with them.
How to tell your pensions story
Regardless of the channels you choose, or what information is being shared, each piece of communication should achieve four key goals:
- Build trust: Reinforce the security and reliability of the dashboard
- Explain value: Show why a consolidated pensions view helps with planning
- Clarify next steps: Offer practical guidance—what do I do with this information?
- Encourage action: Empower members to engage, not just observe
While the primary goal is to help members learn about the Pensions Dashboard, balancing informational messages with emotional ones will build confidence and boost engagement. Communications should reassure (your data is protected) and encourage members (you have the tools to plan for your future).
To help ease the overwhelm of a new process, keep the tone clear, supportive, and jargon-free.
What should schemes be doing now?
Now is the time to treat communications as a core stream in your dashboard delivery plan—not an afterthought. A poor first experience, confusion about terminology, or unanswered questions could discourage members, especially those already disengaged from their pensions.
Here's what that looks like:
- Plan communications alongside your technical delivery
- Create tailored messaging for different segments of your membership
- Engage internal stakeholders, especially in member-facing teams
- Test your messages for clarity and accessibility
- Ensure your communications align with regulatory expectations
Track and measure how well your messages land. What questions are members asking? Where are the gaps in understanding? This feedback can feed into ongoing dashboard engagement, beyond the launch window.
Final thought: Don't waste the opportunity
The Pensions Dashboard is more than just a compliance obligation—it's a once-in-a-generation chance to change how people think about retirement. But that shift won't happen automatically. It will take thoughtful, well-crafted, ongoing communication to turn data access into meaningful engagement.
At Gallagher, our retirement communications team supports schemes with bespoke strategies and ready-to-go materials—from digital explainers and email journeys to printed guides and contact centre scripts. Whether you're looking to meet your dashboard duties or make the most of the engagement opportunity, we can help you reach your members with clarity and confidence.
Contact us today
Source
1"Pensions dashboards: guidance on connection: the staged timetable," GOV.UK, 25 March 2024.
