New research from Aegon’s Money:Mindshift highlights a widening preparedness gap in end-of-life planning, despite strong consumer recognition of its importance.
While 83% of UK adults say financial preparation for death matters – and 43% deem it “very important” – this intent is not translating into action.
A third (32%) have taken no steps at all, with only 38% having written a will, 26% having communicated their wishes, and just 18% having organised core financial documents such as pension information, insurance details or account records. Emotional barriers also persist, although 74% agree emotional preparation is important, 13% say the topic feels too emotional or uncomfortable.
Younger adults show a stronger sense of postponement – they are much more likely to say they don’t think preparation is necessary yet and are also a little more likely to feel unsure about how to begin. This highlights a behavioural barrier and a market wide opportunity for clearer guidance, streamlined tools, and earlier interventions.
Dr Tom Mathar, Head of Money:Mindshift, said: “We save for home deposits or repay our mortgage, we build up rainy day funds, and we plan for children’s futures. Yet the one thing we know for certain will happen to us is the very thing so many of us avoid preparing for: writing wills, communicating our wishes, or organising essential financial documents like pension information, insurance details, and account records.
“Thinking about death can be painful, disorienting, and destabilising. We haven’t been taught to talk about it or plan for it. In fact, the language of death, grief, loss, legacy, and letting go is a language we must deliberately relearn.
“For those unsure how to begin, the latest Money:Mindshift podcast episode breaks the process into manageable steps – addressing both the practical tasks and the emotional load that comes with preparing for the end of life. Drawing on insights from a ‘Swedish Death Cleaning’ coach and a grief communication expert, it shows that good preparation is as much about mindset as it is about paperwork.”
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