My Pension Expert

What My Pension Expert does

My Pension Expert is a UK-based, FCA-regulated (Register №579999) financial advice firm founded in 2010 and headquartered in Doncaster, specialising in pension and retirement planning advice for individuals approaching retirement. The firm's core offering centres on personalised, regulated financial advice covering annuities, flexible-access drawdown, pension consolidation, tax-free cash access, and retirement income planning. It operates a panel-based model, searching the open market across providers including Aviva, Just Retirement, Canada Life, LV, Legal & General, and Scottish Widows to source competitive retirement products. The firm supplements advice with digital tools (annuity and drawdown calculators) and an extensive content library.

The business operates a sales-led, consultation-based go-to-market model, acquiring customers through no-obligation initial consultations via telephone, website callbacks, PR/earned media in major UK outlets, event sponsorships, and celebrity partnerships. Revenue is generated from professional services fees charged for tailored financial advice, with multi-year advisory engagements and ongoing annual reviews creating relationship-based recurring revenue. The firm operates a multi-brand group structure including the flagship My Pension Expert brand alongside sub-brands Imperium Advice and My Money Expert, plus investment management partnerships with LGT Wealth Management and Marlborough Investment Management. Since 2021 it has been backed by Palatine Private Equity, achieved B Corp certification in 2024, and in May 2024 completed its first acquisition — Tenet&You, adding £490 million in assets under administration and bringing group AUA to approximately £1 billion. The group is currently the subject of a sale process reportedly valuing it at over £500 million on 16-17x targeted EBITDA of £30 million.

Name

My Pension Expert

Legal name

My Pension Expert Limited

Website

https://mypensionexpert.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

My Pension Expert is a UK-based, FCA-regulated financial advice firm providing personalised pension and retirement planning to individuals approaching retirement, operating across annuities, drawdown, and pension consolidation with approximately £1 billion in assets under administration.

Ownership category

akta.pro rank

Product category

Financial Advisory and Retirement Planning

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Retirement & Pension Planning (401(k)/IRA) (FSAEAAAD)

akta.pro secondary industries

Retirement & Distribution Planning RIAs (401(k)/IRA/Pension Rollovers) (FSAAACAE), Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH), Fee-Only Advisory (FSAEAAAL)

Keywords

• Pension advice
• Retirement planning
• Annuity brokerage
• Drawdown services
• Financial advisory

Headquarters

HQ city

Doncaster

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Financial Advice Services: My Pension Expert provides regulated financial advice to individuals approaching retirement. The company charges clients for tailored pension advice, reviewing their circumstances and recommending appropriate retirement solutions such as annuities, drawdown, or pension consolidation. The company notes on its website that it charges users of its advisory service, with details available on their 'Fees and charges' page.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

My Pension Expert is a UK-based, FCA-regulated financial advice firm that provides independent pension and retirement planning advice to individuals approaching retirement. Its services cover annuities, flexible-access drawdown, pension consolidation, tax-free cash access, and investment model portfolios, delivered through consultation-based advice with retirement technicians and independent financial advisers. The firm charges fees only when clients proceed with its recommendations and provides ongoing annual reviews.

Product overview

My Pension Expert is a UK-based financial advice firm offering a unified platform of pension and retirement planning services. The core offering centers on personalized pension advice, helping clients navigate options including annuities, flexible-access drawdown, pension consolidation, and tax-free cash access. The company operates through its main My Pension Expert brand alongside sub-brands Imperium Advice and My Money Expert, with investment management partnerships providing LGT Wealth Management Model Portfolios and Marlborough Investment Management Portfolios. The firm also offers digital tools including Pension Drawdown Calculator and Annuity Calculator, while its 'One Million More' campaign extends reach to underserved retirement savers. Following its May 2024 acquisition of Tenet&You, the group now manages approximately £1 billion in assets under administration.

Differentiator

Problem solved

Functional benefit

Brands

• Imperium Advice: A retirement financial advice service operated under the My Pension Expert group.
• My Money Expert

Products and services

• Financial Advice Service Personalised retirement and pension advice service providing consultation with retirement technicians and independent financial advisers who deliver tailored recommendations on annuities, drawdown, pension consolidation, and tax-free cash access for individuals approaching retirement.
• Ongoing Advice Service
• Imperium Advice
• My Money Expert
• LGT Wealth Management Model Portfolios
• Marlborough Investment Management Portfolios
• Flexible-Access Drawdown Service
• Annuity Brokerage Service
• Pension Consolidation Service
• Tax-Free Cash and Lifetime Allowance Advice

Quantifiable outcome

• The company has helped over 10,000 customers find the right pension outcome
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Tenet & YoucoreOthers · 1 May 2024Acquired by My Pension Expert in May 2024 in its first deal since PE backing. The acquisition brought £490 million in assets under administration and expanded access to independent financial advice for UK consumers.
• Park Place (M&A)minorOthers · 1 May 2024M&A advisory firm that acted as adviser on the Tenet&You acquisition deal alongside other legal and financial entities.
• St John's Hospice DoncasterminorOthers · 1 January 2019Official charity partner since 2019. My Pension Expert colleagues raise funds throughout the year through various events including marathons, bake-offs, raffles, and quizzes.
• B LabminorOthersGlobal non-profit network that sets rigorous standards for B Corp certification and drives positive change in business operations.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Penfold Pension: UK digital pension provider focused on workplace and personal pensions with a modern app-led experience. Comparable in serving UK retirement savers with pensions, but competes as a digital-native disruptor to traditional advisers.
• Unbiased: UK adviser-matching platform that connects consumers to independent financial advisers. Comparable as a UK consumer funnel into the advice market, directly competing for the same retirement-decision customer My Pension Expert targets.

Direct peers

• LEBC Group: UK national financial advisory firm providing workplace and individual pension and retirement advice. Comparable as a UK IFA with a similar at-retirement focus, employer relationships, and ongoing advice model.
• True Potential Investments: UK wealth management platform partnering with financial advisers and offering model portfolios via the 'impulseSave' technology. Comparable as a technology-enabled UK advice and investment platform targeting retirement savers through intermediary distribution.
• PensionBee: UK pension consolidation and management platform that helps individuals combine old workplace pensions into a single online plan. Directly comparable to My Pension Expert's pension consolidation offering, but competes via a digital-first, low-fee model rather than human financial advice.

Broad incumbents

• AJ Bell: UK investment platform providing SIPPs, ISAs, and dealing accounts to retail and advised customers. Comparable as it sits in the same UK retirement advice and platform ecosystem, though with a stronger self-directed tilt.
• Hargreaves Lansdown: The UK's largest direct-to-consumer investment platform offering ISAs, SIPPs, and pension drawdown. Comparable as it serves UK retail customers with self-directed and advised pension/investment solutions, though at far greater scale and with a much broader product range.
• Wesleyan: UK mutual financial services provider offering advice on pensions, investments, and protection to professionals and SMEs. Comparable as a UK advice-led retirement business, though owned by a mutual structure with a different capital base.
• St. James's Place: Large UK wealth manager with a national network of advisers providing restricted advice on pensions, investments, and retirement planning. Comparable as a UK advice-led retirement business, though materially larger and using a restricted/restricted-recommendation model.

Others

• Aviva Investors (UK Advice): UK life and pensions provider whose advised retirement propositions compete in the same annuity and drawdown market My Pension Expert brokers into. Listed on My Pension Expert's open-market panel and is a key product counterpart.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mypensionexpert

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about My Pension Expert