04
March 2026 Data
Behavioural Personas
Who Is Moving Capital
Six distinct saver and retiree archetypes identified from real behaviour. Each persona includes commercial actions for advisers.
What is this?
Data-derived personas updated every month. Each represents a distinct cohort of UK savers or retirees with shared behaviours and preferences.
Why does it matter?
Not all clients are the same. Knowing which segments are growing, shrinking, or switching lets you focus on the highest-value opportunities.
How does it help you?
Each persona comes with specific adviser actions: what to say, which providers to target, and how to position your services.
The Retirement Income Planner
83.3% of market
-2.3pp
What they're doing
Planning retirement income with avg £428,000 pot, targeting drawdown from age 62. 40.0% follow the 4% rule (~£17,120/year) while 60% prefer custom withdrawal rates. 25.0% are stress-testing their income by modelling inflation into drawdown projections.
£428,000 avg pot · age 62 · 40% 4% rule
The High-Pot Strategist
50.0% of market
+13.1pp
What they're doing
Managing substantial pension wealth (avg £712,083 pot). 8.3% using the 4% rule, 92% opting for custom withdrawal rates.
£712,083 avg pot · age 60 · 8% 4% rule
The Questioning 4% Follower
33.3% of market
-8.1pp
What they're doing
Following the 4% withdrawal rule with avg £248,750 pot, generating ~£9,950/year in projected income.
£248,750 avg pot · age 64
The Affluent Pre-Retiree
8.3% of market
What they're doing
Pre-retirement planning with avg £367,500 pot, still making additional contributions. Typical income: Over £100,000. 50.0% are already modelling inflation into their drawdown projections, stress-testing how rising costs affect retirement income.£367,500 avg pot · age 62 · 50% 4% rule
The Self-Directed Drawdowner
4.2% of market
What they're doing
Planning self-directed drawdown with avg £1,530,000 pot, targeting access from age 60. Predominantly using custom withdrawal strategies rather than systematic rules.£1,530,000 avg pot · age 60
