Industry unites to launch first-ever National Annuity Day on 21st October
Leading UK retirement providers have joined forces to launch the country’s first National Annuity Day, taking place on 21st October 2025.
The initiative, created by Pension Potential, part of Punter Southall Group, is supported by Aviva, L&G and Standard Life. Its goal is to raise awareness of annuities and their role in providing guaranteed, lifelong income at a time when many retirees are concerned about running out of money.
Why annuities are back in favour
Once seen as old-fashioned in the post-pension-freedoms era, annuities are making a strong comeback. The Association of British Insurers (ABI) reported that total annuity sales reached £7bn last year, a 34 per cent increase compared to 2023[i]
Several factors are driving renewed interest:
- Stability amid uncertainty – annuities provide guaranteed income for life, shielding retirees from market volatility.
- Improved rates – rising interest rates and gilt yields have boosted annuity payouts.
- Longevity protection – with people living longer, annuities reduce the risk of outliving savings.
- Flexibility – modern annuities offer options such as inflation protection, joint-life cover, guarantee periods, and value protection.
National Annuity Day aims to educate consumers about annuities, dispel myths around their inflexibility, and provide a platform for discussion about the future of retirement income. The organisers are also calling on the wider industry to support the initiative, creating a united voice to help consumers make informed choices.
A dedicated National Annuity Day website has also been launched that provides resources for planning retirement, understanding annuities, and checking current annuity rates, giving consumers clear, reliable tools to make informed decisions.
Steve Butler, CEO, Pension Potential, said: “Many people approaching retirement have a very real fear that their savings might not last a lifetime. That’s why education is so important. People need clear, reliable information to make informed choices about their retirement income. National Annuity Day brings the industry together to address this challenge, helping consumers understand the role annuities can play in providing security and peace of mind. By working collectively, we can support people to make better decisions and feel confident about their financial future.”
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- National Annuity Day is an initiative from Pension Potential, part of Punter Southall Group, supported by Aviva, L&G and Standard Life
- For more information please visit the website: www.nationalannuityday.org.uk
- The first National Annuity Day will take place on 21st October 2025.
- Consumer research will be conducted by YouGov in September 2025.
