Bristol, UK – 8 September 2025 – BehindLogin has published the Master Trust Pension App Experience Benchmark 2025, the first study to systematically assess the digital experiences of the UK’s leading workplace pension providers. Unlike marketing claims or provider self-reporting, the report is grounded in verified member walk-throughs and scored against BehindLogin’s proprietary, evidence-based Benchmark Framework.
The findings reveal a market in transition. Some apps are setting new standards for usability and engagement, while others remain reliant on clunky navigation, jargon-heavy copy and browser redirects. The result is frustration for members, higher operating costs for providers, and growing regulatory risk, particularly against the FCA’s Consumer Duty and the DWP’s Value for Money framework.
“This is game-changing research; regulators will be taking a close look.”
– Tom McPhail, Pensions Expert
Millions rely on Master Trust pensions, yet consumers increasingly measure their digital experiences against the gold standards set by Apple, Netflix and Amazon. On that scale, pensions have a long way to go. BehindLogin’s Benchmark found even the best-performing provider achieved only half the available points, exposing a major gap between saver expectations and what the industry currently delivers.
“Members compare their pensions not with another provider but the world-class digital services they use every day. The gap is clear, but so is the opportunity.”
– Oliver Lane, Founder & CEO, BehindLogin
Several providers clustered closely together in the rankings, reflecting a competitive landscape where iterative improvements and new features could quickly change positions. The leaderboard is far from fixed, leaving space for both established players to climb and new entrants to make their mark with simpler, smarter experiences. Providers that act now to deliver seamless, member-centric journeys will build trust, cut costs and grow contributions. Those that hesitate risk disengaged members and sharper regulatory scrutiny.
Leaderboard highlights
- Overall Winner: Standard Life, with consistent strength and leading forecasting tools.
- Runner-up: Scottish Widows, strong on investment performance but held back by some browser redirects.
- Most Engaging: Legal & General, showing pensions can feel intuitive and compelling.
- Best Design & Accessibility: Aviva, praised for clear contribution journeys, accessible copy and supportive visuals.
- Most Innovative: Mercer Money, integrating Financial Wellness feature and Open Banking with innovative execution.
- Rounded out by NatWest Cushon, Nest, Aegon, Fidelity PlanViewer, and one provider that requested redaction after placing 10th.
Expert voices
“This research provides valuable insight into how workplace pension providers are supporting their members. The findings will help guide both industry practice and regulatory focus.”
– Clare West, Investing Insiders
“A great pension app doesn’t just show a balance – it builds trust, drives action, and helps members feel in control of their future. This report reveals which providers are leading the way – and which ones risk losing relevance as expectations rise.”
– Russell Wright, Redington
“Workplace pension apps promise to make engagement easy, but many apps aren’t hitting the mark – and even the best performers have opportunities to do more.”
– Thomas Joy, Quietroom
“Digital solutions represent our best-ever opportunity to crack the code on pension engagement. The clock is ticking, but that also means there are huge opportunities for any pension providers brave enough to invest and innovate.”
– Iain Oliver, BehindLogin
Access the full report
You can get a copy of the Master Trust Pension App Experience Benchmark 2025 Snapshot from our Benchmark page
To access the full report including provider teardowns, anonymised UI screens and journey maps, and best-in-class showcases, get in touch with Oliver Lane, Founder & CEO oliver@behindlogin.com
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