Targeted Support is a Netflix-style revolution
This article first appeared in Money Marketing in January 2026.
The rules on Targeted Support are now out. The time for waiting is over. The financial services industry is on the brink of a transformative shift. The introduction of Targeted Support promises to reshape how millions access financial help, particularly at critical life stages such as retirement.
For decades, the ‘advice gap’ has left the majority of consumers to navigate meaningful financial decisions alone, with only 9% having paid for advice in the past two years.
Many, especially those nearing retirement, lack a clear plan for their financial future. While government ambitions to help people make their money work harder are well-publicised, consumer confusion, lack of confidence and inaction remain widespread.
Targeted Support aims to close this gap. Unlike fully personalised advice, it offers free, actionable suggestions tailored to groups of customers in similar circumstances. Think of it as a ‘segment-based’ approach, providing relevant suggestions without the cost or intricacy of individualised advice.
The Netflix analogy: personalisation at scale
Just as Netflix recommends content you might like to watch based on what other people with similar viewing habits have enjoyed, Targeted Support leverages the power of the collective.
It uses customer data, such as typical spending patterns, behaviours, life stage and simplified financial goals, to help inform an actionable suggestion on the way forward. For example, those different groups approaching retirement can finally get a directive view on a sensible spending pattern so that their money is likely to last.
By combining thoughtful data collection with a better outcome-focused, actionable opinion, I believe financial decision-making becomes more approachable and less susceptible to the decision fatigue that so frequently results in inaction.
Individualised advice still matters
While Targeted Support offers scale and accessibility, fully individualised advice remains essential for more complex needs and those still lacking the confidence to act. Advisers provide expertise, empathy and bespoke strategies that Targeted Support cannot replicate.
Targeted Support serves as an entry point, helping more people engage earlier in their financial journey, with the option to upgrade to more comprehensive paid for advice when needed.
Evidence of impact and industry consensus
Early research and policy sprints showed promising results. Customers receiving Targeted Support report greater confidence and understanding, enabling improved decisions that build financial resilience.
Collaboration between industry, government and regulators has created optimism that this model will make a tangible difference for those who would otherwise miss out on advice.
Regulatory timelines are clear. The publication of the final rules signals the first services will launch in April 2026. Early adopters will lead innovation.
Although some providers may choose to wait for a second wave, they will need to mitigate the risk of falling behind as Targeted Support becomes a baseline expectation for workplace schemes and consumer propositions.
Just as Netflix transformed entertainment, Targeted Support is set to do the same for financial advice – by bringing clarity and confidence to millions. Blending efficient technology with advisers’ empathy and expertise, it will allow every consumer to receive the type of help they need, when they need it.
