The UK’s largest specialist pension annuities advisory firm My Pension Expert, has been working with The Tonic Communications to help raise its regional and national profile, with a core objective to generate traffic to the brand website. Major news stories have focused on the political landscape and the associated impact on the pensions’ industry, alongside the company’s innovative approach and growth.

The Tonic identified Pensions Awareness Day as a strong opportunity to reach out to national media, with a strategy to release new in-house research showing that retirees could lose 20% of lifetime income by not shopping around for the best deal. The research compared providers based on real data to show a potential loss of almost £2,000 per year for some consumers.


The story was placed on a number of national online news sites including Yahoo Finance, Daily Express online, Spectator,, Pensions and Financial Reporter, delivering more than 25 million audience impressions. Thought leadership activity that ran alongside the research activity also generated interest in the likes of the Sunday Express, positioning My Pension Expert as an expert industry commentator.

In the client’s words:

“We’ve been really happy with the work completed by The Tonic Communications and the results achieved for us. Quickly responding to our briefs, with minimal amends, The Tonic is a great extension of our team.”

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