Firms can now apply for permission to provide targeted support.
Targeted support is a once in a generation change that will help millions navigate their financial lives. From 6 April 2026, people’s banks, pension providers, or other financial firms that are authorised for targeted support can provide suggestions designed for groups of consumers with common characteristics. This will help them make important decisions across their pensions and investments.
We want authorised firms to be ready to offer the new service as soon as the rules take effect. And, for these firms to take advantage of the reforms, to be bold and provide support for their customers.
An important milestone
Currently, consumers don’t have access to the help they need to make these important decisions. We estimate around 23 million consumers are currently underserved by the markets for advice and guidance.
Targeted support will help fill the gap between generic guidance and individualised advice and help consumers access the support they need, at a cost they can afford, when they need it, so that they can make informed financial decisions.
The opening of the targeted support authorisations gateway marks an important milestone in our work to help consumers navigate their financial lives.
Support service
We launched our Pre-Application Support Service (PASS)[1] for targeted support last year and have engaged with a range of firms so that they understand what is expected for a good quality and complete application for the targeted support regulated activity.
We encourage firms with questions about the authorisations process to engage with us through the PASS. Firms can submit a PASS form via Connect[2].
We welcome the engagement we have had so far with firms developing their targeted support propositions and look forward to this continuing engagement.
How to apply
Firms can submit applications for targeted support permissions via Connect[2].