“I turned on the heating for the first time” How City of York Council transformed lives in 2025

City of York Council has been working to increase Pension Credit takeup among older residents, recognising that many eligible pensioners were not claiming the support they were entitled to.

This gap in take up had wide reaching consequences, from reduced household income and increased fuel poverty to higher numbers of pensioners living with negative budgets. 

The challenge was to reach residents who were eligible but unclaimed, ensure they could access financial support quickly, and address the broader impacts of poverty on health, wellbeing and community participation.

The council used the LIFT platform to identify eligible pensioners, monitor outcomes and calculate both the immediate and long term financial impact of the campaign.

LIFT’s outcome tracking tools allowed the team to project lifetime benefit awards based on claimant age and expected entitlement duration.

The platform also enabled the council to compare its take up performance against national trends, evidencing the difference made by a targeted, data driven approach.

The results of the campaign were significant.

Out of 430 residents contacted, 246 successfully claimed Pension Credit. This provided immediate financial help, including increased Pension Credit and access to Winter Fuel Payments, and generated £1.7 million in Pension Credit awards in the first year alone.

Using LIFT’s outcomes tracker, the council projected that this would deliver more than £10 million in lifetime income for pensioners, based on the average age of residents and typical claim durations.

Over the same period, the number of pensioners living in food poverty fell, and fewer households were recorded as having negative budgets. The data also showed clear evidence of rising pensioner incomes over time.

The campaign outperformed national efforts. While the DWP’s national take up campaign had a positive impact, York’s local, targeted campaign achieved significantly better results.

For every £1 spent, the council generated £50 of additional income for York’s pensioners.

LIFT data also identified five carers within the claimant group, reducing pressure on adult social care by supporting people to continue caring safely at home.

Beyond financial outcomes, the wider benefits were clear: residents spent their additional income in the local community, stayed warmer and healthier, and were better able to participate in everyday life.

This campaign demonstrated the transformative impact of coordinated, targeted action.

Compared to the national trend, York’s local strategy delivered substantially higher take up rates, and the long term financial gains for pensioners were considerable.

But most importantly, the work made a real difference to people’s lives. Beyond the numbers and percentages, pensioners reported feeling happier, warmer and healthier.

The campaign reinforced the message that improved income is not just an abstract financial benefit, it directly supports wellbeing, independence and quality of life in York’s communities.