Pension apps are failing to keep pace with changing consumer needs, with a new industry report warning of a “stark” contrast between member experiences in pensions and the seamless digital services delivered by global tech firms.

The Master Trust Pension Experience Benchmark 2025, published by BehindLogin, found that while pension apps often compare reasonably well against other pension providers, this is not the benchmark that members are using.

Instead, consumers measure their retirement apps against the likes of Apple, Amazon and Netflix, which set higher standards for accessibility, responsiveness and personalisation.

The report highlighted that although most UK master trusts now offer mobile access, overall quality remains “average” and far below the levels expected of world-class digital products.

Members frequently encounter browser redirects, clunky forms and jargon-heavy copy, leading to frustration and disengagement.

This has a direct financial impact, with providers facing rising contact centre costs, averaging around £4 per interaction, many of which could be avoided with smoother self-service journeys.

The benchmarking study compared ten leading master trust pension apps across core features, combining anonymised member walkthroughs with expert reviews.

Standard Life was ranked top overall for breadth and reliability of core journeys, followed by Scottish Widows in second place.

Legal & General was commended for showing how pensions can feel “intuitive and even enjoyable” through its engagement-led design, while Aviva set the bar for accessibility.

At the other end of the spectrum, some providers still offer experiences that the report described as "clunky, confusing and disconnected from members’ needs."

In particular, contribution management was flagged as a universal weakness, with the complexity of payroll integration and employer matching cited as ongoing barriers.

The findings come as recent pension regulations are heightening pressure on providers.

The Financial Conduct Authority's Consumer Duty and the Department for Work and Pensions’ value for money framework both require firms to put service quality and member understanding on a par with cost and performance.

Yet, the report found that too many apps stop at displaying balances, with limited education, underdeveloped tools and little interactivity.

However, the study pointed to improvements in retirement forecasting tools, which are becoming cleaner and more reassuring, and growing use of account aggregation and open banking integrations that allow members to view pensions in the context of their wider finances.

Providers such as Legal & General and Standard Life were highlighted as examples of how personalisation, intuitive design and friction-free governance can bring pensions to life.

Despite this, the report warned that the “experience gap” remains wide, as even the top-performing app in the study would only place mid-table when benchmarked against leading global digital products.

BehindLogin concluded that those investing in seamless, guided, in-app journeys stand to reduce costs, grow trust and boost contributions.

By contrast, those that fail to adapt face rising support costs, dissatisfied members and the threat of fintech challengers ready to redefine the pensions market.

“The winners,” the report stated, “will be those who transform pensions from paperwork into empowerment.”

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