Application
Targeted support will not be offered by all financial services firms, and its scope is limited to pensions and investment products at this time. For example, firms will not be able to suggest the purchase of life insurance or critical illness cover via targeted support.
But for those firms that choose to offer targeted support, they will be able to offer it across many situations. For example, they will be able to better help customers decide whether to increase their workplace pension contributions, or how to choose investments within their workplace pension. It could help customers decide to open a Stocks and Shares ISA, and what type of funds to hold within the ISA. At the point of retirement, targeted support could help customers choose how to take an income in retirement.
The use cases are many and will grow over time as the market evolves.
Our research
In December 2025 we published two pieces of market analysis focusing on operational readiness in the pensions and investments industry to deliver targeted support. In both cases, a selection of our member firms responded to a survey in October 2025 which helped to establish the findings. In partnership with Baringa we published our Designing for Success report focusing on consumer segmentation and high-level targeted support design. Eight firms provided input. Findings include:
- Firms were in the planning stage for targeted support, but half of respondents were intending to seek FCA authorisation when the gateway opened in March 2026.
- Getting segmentation and suitability right is considered the top ‘risk’ when implementing targeted support; data and technology are expected to be the largest cost drivers.
- Firms will take a situation-led approach to targeted support design; i.e. identifying situations where customers need help and building their targeted support service to tackle those situations.
We also co-published a Data Challenge report with Deloitte which was a deeper dive into provider data requirements and readiness for targeted support. Ten firms provided input. Findings include:
That scaling up is viewed as the most significant data challenge, and high-quality customer data is considered a critical factor for success. All firms reported data gaps which must be closed in order to implement targeted support, although gaps varied considerably (ranging between 20-80% of data needed).There are two distinct TS strategies that firms plan to use to mitigate against data gaps: the ‘Engagement-Led’ approach focusing on designing broad, generic TS suggestions to engage large consumer segments; and the ‘Needs-Led’ approach where firms target smaller customer segments to address specific needs.
Resources
Discover our guides, reports, free-to-use tools and download our data Targeted support (update all imagery)
Suggestions are based on what’s likely to be right for people similar to release schedule
FAQs
Will my financial services provider offer targeted support?
You’ll have to ask your financial services provider if they offer targeted support as not all offer it. If they do provide it, this doesn’t necessarily mean it will be available to all customers. The nature of targeted support is that it is offered to particular groups of customers with specific characteristics. But you’ll know if you’ve received targeted support as firms will be required to disclose to customers when they are providing it.
What are the main benefits of targeted support?
The benefit of targeted support for consumers is that consumers receive better help to achieve their financial objectives and avoid financial harms. It should in general get people to better outcomes than they may otherwise have achieved. Previously, firms have been unable to provide tailored suggestions without fear of breaking advice rules.
Will I have to pay for targeted support?
Providers can charge up front for targeted support, but in most cases providers will bundle the fee for targeted support into wider product fees or management fees. In either case, firms are required to disclose this to you.
What other help is available for me?
The MoneyHelper website provides free and impartial support to help you take decisions on pensions, investments, benefits and much more.
You may be interested in seeking the support of a financial adviser that can consider your financial circumstances in a more holistic, individualised fashion than can be achieved via targeted support.
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