Research shows members are positive about UK investment
10 June 2025
Quietroom, the insight-led communications consultancy, has carried out research that suggests pension scheme members are more open to UK investment than the pensions industry itself. While the industry has concerns about government pressure to invest more in the UK, members are surprisingly positive about the idea.
The research, conducted through 8 random interviews in a London park, found members relaxed about UK investment, while the industry worries about fiduciary duty and political interference. The findings are captured in a video available at on the Quietroom website.
Simon Grover, Director at Quietroom, said
"The pensions industry has been having technical conversations amongst ourselves about UK investment. We forgot to do something simple: we forgot to ask members what they think. What we found challenges the industry debate. Once again, this research shows the value and power of testing your ideas with real people."
Nearly everyone interviewed was positive about UK pension schemes investing more in the UK. A barrister trainee thought it "makes sense" for government to use pension pots domestically. A university employee said it would "obviously be good if we were investing in the UK". An academic was clear: "I think it's a good idea. Definitely."
Members care about returns but showed flexibility unlike the industry's technical debates. They used phrases like "as long as it doesn't make too much difference" and "so long as I don't have a huge drop". They weren't demanding maximum returns at all costs but were open to balance.
Participants immediately grasped benefits that rarely feature in industry discussions. They talked about supporting British jobs and growing the UK economy. One respondent suggested UK investment could create a virtuous cycle where more investment improves returns.
"Just an hour in a park taught us something crucial," said Grover. "There's a substantial gap between what the industry worries about and what members think. If we don't understand what they think, how can we serve them properly?"
The findings suggest the industry may be so deep in technical debates that it's lost sight of what members want. Members want decent returns but also want their money doing something worthwhile. They're willing to accept trade-offs the industry assumes they'd reject.
Quietroom works with leading organisations in financial services, pensions, and insurance to make complex information clear, helping people make better-informed decisions about their money and their future.