How data-led take-up campaigns could help the DWP allocate £1.7 billion in unclaimed Pension Credit

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Protecting vulnerable consumers in the finance sector The finance sector plays a critical role in people’s lives; however, with increasing economic pressures, more consumers are becoming vulnerable and requiring additional support and protection.

Regulators like the FCA have tightened expectations around how businesses identify, support and engage with vulnerable customers. Failure to comply can result in reputational damage, regulatory penalties and customer hardship. But how can organisations balance compliance with commercial priorities while delivering fair outcomes for consumers?

Join industry experts as we explore best practices, regulatory expectations and practical strategies for businesses to proactively identify and protect vulnerable consumers. Gain actionable insights on:

- The latest regulatory landscape at the FCA
- Effective strategies for identifying and supporting vulnerable customers
- Case studies showcasing successful industry approaches
- How technology and data can enhance consumer protection

Join this webinar to learn how to strengthen your compliance strategy, improve customer engagement and safeguard both consumers and your organisation’s reputation.

Register now to stay ahead of regulatory expectations and build a more consumer focused business.

30/4/2025

10:30am BST

1.3 hours

Harnessing data for regional impact: empowering local leaders to drive change Devolution is one of the core missions of the new government, promising a strong focus on giving local areas more control over services. To tackle economic inactivity, and with many people across the UK needing support, it’s vital that local authorities deliver effective, targeted interventions. The success of tailored, region-specific approaches depends on how well local areas can harness data to drive change.

Local organisations, from Mayoral Combined Authorities to county councils, need to deliver these crucial services. Accessing and using the data insights required to implement efficient and effective programmes is a challenge and, without localised data, decision making can become less accurate. This leads to inefficient resource allocation and missed opportunities to reach those who need help the most.

Data analysis offers the key to overcoming these challenges. By harnessing the power of local data, authorities can get the accurate insights they need to target support where it will be most effective. With the right insights, local areas can design and deliver services that are more tailored, timely and impactful, ensuring the right residents get the right support at the right time.

Proven results from current data led initiatives already show the transformative potential of this approach.

Join this webinar to hear from guest speakers who have successfully implemented data driven campaigns. They will showcase real world examples of how they have come together to achieve measurable outcomes.

We’ll also explore how these data insights can be applied to address key issues like economic inactivity, youth unemployment and social isolation to deliver lasting change across regions.

21/5/2025

10:30am BST

1.3 hours

Challenge

As the cost of living crisis continues many pensioners face unprecedented financial challenges. With about a third of eligible pensioners missing out on unclaimed Pension Credit, the DWP is reminding people that this support is available.

DWP estimates that up to one million pensioner households may be eligible for £1.7 billion of unclaimed Pension Credit and has launched a new campaign to boost take up.

The role of local authorities in a successful take-up campaign

Some leading local authorities have achieved great success with Pension Credit take up campaigns informed by their administrative data. Councils who use Policy in Practice’s LIFT platform have secured take-up for residents worth an average of £2,700 per household.

The involvement of local authorities is key for a number of reasons.

They are best placed to offer support directly or through trusted partners such as local charities. This ensures that residents know where to go for local support, or if they need any further help now or in the future
Local authorities can tie in any other support residents may be eligible for in terms of other benefits, or support in reducing their bills such as a free TV licence and warm home discounts
Importantly, local authorities have built up trust with residents during the pandemic due to contact around various discretionary benefits administered. This would likely lead to a greater take up success than a generic communications campaign

Data analysis as a key tool in benefit uptake

Working with councils across London and Kent, we have demonstrated the effectiveness of Pension Credit take-up campaigns at a local authority level.

The total value of Pension Credit take-up we have secured for clients across nine local authorities in the South East is currently £1,905,720.

Key results from Pension Credit campaigns

Local Authority	Number of eligible households	Successful Take-up (%)	Average economic benefit to households
Islington	689	39%	£3,396
Folkestone and Hythe	98	44%	£2,700

In a Pension Credit take-up campaign with Islington Council, Policy in Practice identified 689 eligible households. The ensuing contact from the council resulted in 269 households (39%) successfully claiming Pension Credit, and confirmed economic benefits to residents of £910,007, or £3,396 per household. 238 of the 269 households also received £218,803 in backdated Pension Credit worth an additional £919 per household

In a similar campaign in Tower Hamlets, 415 households were identified and contacted, with 58 taking up Pension Credit, a success rate of 14%. While the success rate was lower,this was achieved without follow up calls being made. So even when the council had minimal resources to spare, they achieved take-up of 14%, with benefits to residents totalling £223k, or £3,845 per household.

Data analysis led take-ups provide economic benefit of £2,700 per household

The Revenue and Benefits team at Folkestone and Hythe District Council used LIFT to support their mixed-age pensioner campaign, identifying 98 potential claimants. Just 10 days after contacting these residents by phone, 51 had begun claiming Pension Credit, an uptake of 44%.

The average gain for each household is £2,700 per annum. Similar gains have been achieved at Gravesham Council where Pension Credit campaigns have led to over £232,500 in additional annual income for pension-aged residents within six months.

The impact nationally

There are currently 20 other local authorities already successfully running, or planning to run, Pension Credit campaigns using their administrative data. These results are entirely replicable. Campaigns reach 500 households on average (varying according to the size of the authority), this would bring in £1.25 million on average.

Based on our analysis across thirty-three local authorities, we believe we can identify 250,000 pensioners missing out nationally. If one in three are supported to take-up Pension Credit, we could help 85,000 take-up the benefit within three months.

The impact nationally would be an additional £230 million in annual income to the worst off pensioner households, while the lifetime impact of the campaign would be £1.5 billion.