One in four savers (25%) now say accurate information is the single most important factor in building trust in pension providers, up sharply from 16.21% last year, according to the research. This marks the most significant movement across the dataset and highlights a clear shift in expectations, with greater emphasis being placed on clarity, transparency and reliability, particularly in a period of economic uncertainty and ongoing policy change. At the same time, the proportion of individuals who feel unable to judge their pension situation, whether in terms of trust, overall experience or retirement readiness, has increased by an average of 17.4%, underlining the growing need for clearer communication and more effective member support.
While digital engagement remains important, the findings show it is no longer sufficient on its own to build trust. Although younger savers continue to value online access and self-service tools, the relative importance of digital features has declined. Instead, there is a stronger emphasis on the quality of information delivered through these channels. Savers increasingly expect digital platforms to combine convenience with information that is clear, reliable and easy to understand.
Other traditional trust-building elements, including face-to-face interaction, clear communication and digital self-service, have also declined in importance as primary drivers. This does not mean they are no longer valued, but rather that they are no longer seen as the foundation of trust. Instead, the data points to a clear realignment, with trust increasingly driven by the dependability of information rather than the method through which it is delivered.
Daniel Taylor, Client Director at Trafalgar House, said: “On one level, it’s no surprise that accuracy matters most. 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.”
Last month Trafalgar House announced that top-line figures for 2026 shows trust in the pensions industry has edged up slightly to 5.32 out of 10, compared with 5.23 in 2025. After several years of modest fluctuations, trust in pension providers has inched upwards from 4.63 in 2021 to 5.32 in 2026, with only a slight dip in 2025, suggesting a gentle, emerging upward trend.
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