Pension scheme members see accurate information as the single most important factor in building trust in pension providers, rather than feature-heavy design and advanced digital functionality, according to Trafalgar House.

Its 2026 Trust & Confidence Survey found that 25 per cent of savers felt accurate information was the most important trust factor, up from 16.2 per cent last year.

Trafalgar House noted this was the most significant movement across the dataset and highlighted a shift in expectations, with greater emphasis being placed on clarity, transparency, and reliability.

This was particularly evident in a period of ongoing economic uncertainty and policy reform.

Clear communication, a self-service website, and regular communication were the second, third, and fourth most important factors in building trust in providers respectively.

Meanwhile, the proportion of savers who felt unable to judge their pension situation had increased by an average of 17.4 per cent, which Trafalgar House said highlighted the growing need for clearer communication and more effective member support.

It also found that while digital engagement remained important, this was no longer sufficient on its own to build trust.

Younger savers continued to value online access and self-service tools, although the relative importance of digital features had fallen.

There was instead a stronger emphasis on the quality of information delivered through these channels.

Members were increasingly expecting digital platforms to combine convenience with information that was clear, reliable, and easily understood.

The findings highlighted that trust in pension providers was increasingly driven by the dependability of information rather than the method through which it was delivered.

“On one level, it’s no surprise that accuracy matters most,” commented Trafalgar House client director, Daniel Taylor.

“But what this research really highlights is just how fragile trust can be. Even small errors or inconsistencies can quickly undermine confidence, particularly when people are already unsure about their pension position.

“Members aren’t just looking for access or functionality anymore, they expect information to be precise, transparent and easy to understand every single time they engage.

“Digital tools still have an important role to play, but they need to reinforce clarity, not complicate it.

“For trustees and schemes, that puts the focus firmly on getting the basics right consistently, because trust is much easier to lose than it is to build.”

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