Financial advice company Whistle has acquired Pension Potential from Punter Southall Group, with a view to strengthening its retirement proposition.
The acquisition combines Pension Potential’s retirement planning technology with Whistle’s embedded regulated advice platform, the intention being to enable customers to move easily from retirement planning and modelling to personalised financial advice within the digital platforms they are already familiar with.
Owning Pension Potential will in theory enable Whistle to create a more complete retirement proposition, enabling financial institutions to support customers through every stage of the retirement journey within a single digital experience.
Steve Butler, former chief executive of Pension Potential, says: “We created Pension Potential to make retirement planning simpler, more transparent and more accessible, helping people understand their options and make confident decisions about their future.
“This next chapter with Whistle will take that mission forward by combining Pension Potential’s tools and technology with Whistle’s embedded advice platform, creating a more seamless journey from exploring options to receiving personalised advice.”
Pension Potential also founded National Annuity Day on 21 October 2025, the UK’s first initiative dedicated to raising awareness of annuities and the role they can play in providing a guaranteed retirement income. National Annuity Day will continue under Whistle’s ownership, looking to bring together sponsors and industry partners to promote greater awareness and understanding of retirement income choices.
