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  • Freedom and choice - at a cost
The advice gap

The pension freedoms introduced in 2015 allowed savers to flexibly use their funds for a wider range of options, including cash, annuity or drawdown.

Nine years on this has created a complex, underserved marketplace, where two thirds of those retiring can't afford regulated financial advice when accessing their retirement savings.  

Retirement solutions

Our retirement solution

Pension Potential closes the advice gap.

It achieves the right retirement outcome for individuals by providing a scalable digital solution to access at-retirement guidance and advice, supported by pension specialists throughout the journey.  

Explore Pension Potential

How Pension Potential helps everyone

Annuities might be a pretty standard pension product, but that doesn’t mean they’re particularly well known – or well understood.

Enter Pension Potential, a free service that gives your members the knowledge and confidence they need to decide which (if any) annuity is the right one for them.

Explore Pension Potential


Punter Southall people

Meet the team

Steve is Managing Director, Retirement Solutions. He has been part of Punter Southall since 2008 where he had led various businesses including DB Investment Consulting, DC Pension Consulting and Investment Research & Analytics.

He is a regular writer and speaker on intergenerational working, retirement and older worker business management issues and is passionate about helping people maximise their retirement. 

Read Steve's latest blogs here.

Steve Butler

Managing Director

Lindsay has been with the Punter Southall Group for over 15 years. In her current role she focuses on supporting the development and implementation of the corporate strategy and client relationship management for Pension Potential.

Prior to this role Lindsay worked in Punter Southall Aspire and CAMRADATA, which were both businesses within the Punter Southall Group, specialising in corporate strategy and client relationship management.

Lindsay Butterworth


Dawn is an Associate Director with Pension Potential and has worked within the financial services industry for over 12 years. She has achieved a Diploma in Financial Planning and is passionate about helping clients understand their retirement options.

In her spare time she enjoys spending time with friends, watching films, reading and volunteering to support local charities.

Dawn Toma

Associate Director

Martin is our Chief Technology Officer.

He has over 30 years' software development and technology management experience within the financial sector, and has been part of Punter Southall since 2008.

Martin Hughes

Chief Technology Officer, Pension Potential

Josh is Head of Financial Planning for Pension Potential. He is a Chartered Financial Planner and Fellow of the Personal Financial Society, with specialist qualifications in Retirement Planning and Long-Term Care.

Before joining Pension Potential, Josh worked within the Punter Southall Aspire Financial Planning business and prior to that he spent 7 years working for Mercer and Jardine Lloyd Thompson looking after a portfolio of private clients in addition to work involving business governance. Previously, he worked in Private Banking and has over 20 years’ experience in Financial Services with more than 19 as a Financial Planner.

Josh lives in Dorset with his family. His interests outside work include coaching rugby, running, cooking and eating out, with Italian and Asian cuisine being particular favourites.

Josh Gordon

Head of Financial Planning

  • Adding value

How we look out for everyone

We know enough about pensions to know not everyone else does. It’s one of the reasons we founded National Pension Tracing Day and, with the support of the wider industry, turned it into a vital campaign to help people track down pensions they’d forgotten about.

  • 12 June 2024 | News | 5 minutes
The FCA's thematic review of retirement income advice
  • 18 July 2023 | Thought leadership | 10 minutes
Types of annuities: A short guide
  • 07 September 2023 | News | 15 minutes
Turning your pension into an annuity: a short guide
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