Information Density: People’s Pension – Signal Evidence & AI Readability

People's Pension

(https://thepeoplespension.co.uk) 📸 Data Snapshot: June 19, 2026
Information Density — The Lens

Classify each sentence as substantive or hollow. Grounding markers — numbers, currencies, dates, technical units, named entities — outweigh marketing adjectives. When fluff sits right next to hard evidence, the fluff is forgiven.

Info Density Power-words vs. Substance ratio.
24 Impact Weight: 30 / 100
80% Reputation

The site demonstrates high substance, particularly in the body text which cites over 7m savers, 100,000 employers, and £40bn in assets. Headings like [H2] ‘Balanced’ profile are followed by specific investment thresholds, such as ‘Global Investments (up to 85% shares) Fund,’ rather than vague promises of growth. While there is minor fluff in [H2] People helping people, it is quickly substantiated by the 1 in 5 UK workers statistic.

Information Density is read straight from the body copy: how much of the text carries grounded, checkable substance versus hollow filler. Below is the clean text the engine analyzed, then the industry’s known generic-claim patterns to weigh it against.

📝 The Narrative — clean text per page (the substance-vs-filler signal)
HOMEPAGE (https://thepeoplespension.co.uk) Home – People's Pension – People's Pension
[H1] A pension for everyone

We’re here to help everyone build a future they can feel confident about.

[H2] Let’s get you to the right place
We make pensions simple – whoever you are.

I'm a member

I'm an employer

I'm an adviser

I'm a payroll provider

[H2] People helping people

We’re a pension provider with no shareholders, so our profits go straight back into supporting our members.
Over 7m savers and more than 100,000 employers trust us with their futures.
Simple, secure and straightforward pensions that make saving for tomorrow manageable.
Real support from experts, when you need a human by your side.
Find out why 1 in 5 UK workers* save for retirement with us.

[H2] Our investment approach and the current financial situation

Discover how our investment strategy is designed to navigate through volatile times, making your pension as robust as possible during times of uncertainty.

[H3] Investment strategy

What market volatility and pensions means for member pension savings.

[H2] Transfer in

Feel more in control of your future by bringing your pensions together:
Keep track of your money with all your savings in one clear, easy‑to‑manage place.
We charge no fee to transfer in – combining with us will also mean you’re charged by fewer providers.
The more you transfer, the more you could benefit from our savings reward.

Combine your pensions

[H2] Growing our members’ savings and shaping a better future for all

We invest your savings responsibly. We consider the impact our investment decisions have on people and the planet, and we work to drive positive change throughout the financial system.

[H3] How we invest responsibly

Our award‑winning approach is designed to help grow and protect member savings while supporting a more sustainable future to retire into.

[H2] Your future at your fingertips

Keep track of your savings wherever you are with our easy-to-use app:
Check the value of your pension and see how it’s performing.
Plan for the future you want with simple tools and calculators.
Enjoy exclusive member rewards to help your money go further.

Download our app

[H2] Guides and support

[H3] Manage your pension

Member

Manage your pension with us. Make payments, check your savings, nominate beneficiaries and more with an online account.

Online account

[H3] Pension investment options

Understanding your investment choices – learn more about People’s Pension’s profiles and pension funds.

Investments

[H3] Sign up

Register for an online account – whether you're a member tracking your savings and rewards, an employer securely managing your employees’ workplace pension, or an adviser overseeing your clients’ pension schemes – all in one convenient place.

Log in
Register/Sign Up

*Refers to UK workers over 23 years old.
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SUB-PAGE (https://thepeoplespension.co.uk/help-and-support/accessibility/) Accessibility – People's Pension
[H1] Accessibility

Our aim is to provide a website that is accessible to the widest possible audience, regardless of disability, capability or technology. We work hard to ensure our web content remains accessible and user friendly for all.

[H2] Recite me
We want to make our website work for everyone. So, to help you to read and understand our products and services, we’ve added a tool called Recite me to our People’s Pension and People’s Partnership websites. We will add this to our other websites in due course.
Recite me allows you to change how things appear on our website. You can:
turn text from web pages and PDFs into sound, make the text bigger or smaller, change the colour, and the colour of the webpage
choose a different font, including Open-Dyslexic
highlight words and find their definition
add guides and rulers and make other changes to images, text size and settings.
Simply select the ‘Accessibility’ link at the top right of your screen, and the Recite me toolbar will appear at the top of the page. You can then click on the different options and change the appearance of the web pages – making it easier to read for specific audiences.
It will work on every page on People’s Pension's website, and on all devices too (mobile, laptop, desktop). And if you make any adjustments, Recite me saves your setup automatically for the next time you open it.
If, for whatever reason, you’d prefer to not to use the Recite me tool, you can change the text throughout this website through your browser settings.
To find out more about the Recite me toolbar take a look at the Recite me user guide.
[H2] General structure
This site uses semantic structure to define content. Tables are only used for tabular data, not presentation. Headings use heading tags which JAWS users may use shortcuts such as ALT+ INSERT+ 2 to find the next level 2 heading. Acronyms and abbreviations have been explained.
[H2] Fonts
Text throughout this website can be enlarged or reduced to suit your preference.
For example:
Google Chrome users – select Customise and Control > Settings > Appearance > Page Zoom or Font size
Microsoft Edge users – select Settings and More > Settings > Appearance > Page Zoom or Font size
Firefox users – select View > Text Size > Increase or Decrease
Safari users – select View > Make Text Bigger or Make Text Smaller
[H2] Style sheets
This site uses cascading style sheets for presentation. If your browser or internet device does not support style sheets, the use of semantic mark-up ensures that the content of each page is still readable and clearly structured.
You may also use your own styles to view this site, for example:
Google Chrome users – select Customize and Control > Settings > Appearance or Accessibility
Microsoft Edge users – select Settings and More > Settings > Appearance or Accessibility
Firefox users – select Tools > Options… > Content > Fonts & Colours
Our print style sheet ensures all meaningful content will print clearly from each page and functional controls, such as menus have been removed.
[H2] Browser compatibility
We are updating our security protocols. To find out more, take a look at our security updates.
The site is currently compatible with the latest version of:
Microsoft Edge
Mozilla Firefox
Apple Safari
Google Chrome
The site has been built using progressive enhancement, so content should be available to all browsers. However, you may experience issues with older versions of these browsers or other web browsers.
For more advice on your browser’s accessibility settings, please see the browser vendor’s help and support pages.

[H2] Looking for extra support?

Are you, or someone you know, going through a period of vulnerability or simply need communications from us in a different format? Visit our supporting everyone equally webpage to find out more.
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SUB-PAGE (https://thepeoplespension.co.uk/investments/investment-options/) Pension investment options – People's Pension
[H1] Investment options

We invest member savings to target long-term growth. Discover the investment profiles and pension funds available.

[H2] Keep things simple or choose for yourself
When members join the scheme, we place their savings in the ‘balanced’ investment profile unless they choose another option. This profile gradually moves savings from higher to lower‑risk funds as retirement approaches – ideal for anyone who prefers not to manage their investments themselves.
Alternatively, members can choose from two other investment profiles or self-select from eight funds.

[H2] How to change investments

Members can change their investments through their account or app.
For anyone choosing their own investments, it’s important to review them regularly to make sure they remain suitable.

Manage account

[H2] Three investment profiles – designed and managed for members
Our investment profiles aim to keep investing simple by automatically reducing risk as retirement approaches. Each profile targets a different level of risk and potential return to suit different needs and goals.

[H2] ‘Balanced’ profile

Targets long-term investment growth while balancing risk. As members get closer to retirement, it gradually moves savings into less risky investments to help protect their value.
Initially invests in the Global Investments (up to 85% shares) Fund.
About the profile at a glance
Targets long-term growth
Moves to the lower-risk Pre-retirement fund as retirement approaches
Please note: If members don’t feel confident choosing their own investments and would rather leave it to us – we’ll automatically invest their money in our ‘balanced’ investment profile.

[H2] ‘Cautious’ profile

Targets the protection of savings by investing mainly in lower‑risk assets, while still offering some long‑term growth potential.
Initially invests in the Global Investments (up to 60% shares) Fund.
About the profile at a glance
Targets moderate long-term growth
Moves to the lower-risk Pre-retirement fund as retirement approaches

[H2] ‘Adventurous’ profile

Targets long-term growth by investing solely in higher-risk assets. While its higher-risk nature means the value of savings can rise and fall sharply, especially in the short term, it offers greater growth potential over the long run.
Initially invests in the Global Investments (up to 100% shares) Fund.
About the profile at a glance
Targets maximising long-term growth
Moves to the lower-risk Pre-retirement fund as retirement approaches

[H2] How our profiles automatically adjust as retirement approaches

All three of our investment profiles begin to gradually shift savings from higher to lower-risk investments starting 15 years before a member’s selected retirement date.
This is all done automatically – so members don’t have to do anything – and is intended to protect the value of savings as retirement gets closer

About pre-retirement changes

[H2] Self-select fund choices
Members can 'self-select' where their money is invested if they feel confident making their own investment decisions.
[H3] Eight funds to choose from
Our funds are designed to support different retirement outcomes, based on varying attitudes to risk and reward. Members can choose a single fund or combine several to tailor an investment approach that suits their needs.* Our funds don't automatically move into lower-risk investments as retirement approaches, like our profiles, so members will need to manage them themselves.
*Members can choose the percentage to invest in each fund, except for the Shariah Fund, which requires 100% of savings if selected.
It’s important to review self-select fund choices regularly, along with the level of investment risk they carry, particularly as retirement draws nearer.

Global Investments (up to 85% shares) Fund

Pre-Retirement Fund

Global Investments (up to 100% shares) Fund

Global Investments (up to 60% shares) Fund

Annuity Fund

Ethical Fund

Shariah Fund

Cash Fund

[H2] How to choose investments

Members can change where their pension savings are invested through their account or app.

Log in

[H2] Considering which investment option may be the right fit?

[H3] Important things to consider
Higher returns usually come with higher risk. Taking on more risk means savings are likely to rise and fall in value over short periods – this is known as volatility.
Just because an investment did well before doesn’t mean it will in future. The past performance of investments doesn’t guarantee or act as a guide to future performance.
If members choose their own funds, they won’t shift to lower-risk assets as retirement approaches – they’ll need to review them regularly themselves.

[H3] Still not sure where to invest?
If no investment choice is made, savings are automatically invested in the ‘balanced’ investment profile. Members can leave their savings there for the long term or switch to different investments at any time.

[H2] Learn more

[H3] Pension investment funds

Learn about pension investment funds and download People’s Pension’s latest fund factsheets.

Investments

[H3] Responsible investing

Discover how we invest your pension responsibly — aiming to protect its value, drive growth, and use our influence to create positive change for people and the planet.

Investments
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SUB-PAGE (https://thepeoplespension.co.uk/investments/responsible-investment/) Responsible investing – People's Pension
[H1] Responsible investing

It’s our goal to deliver secure and sustainable pension savings that grow.

[H2] Investing your pension savings
We invest your pension savings in thousands of companies around the world. This means your savings are working hard – they might be creating jobs, making cars, providing healthcare, building homes and more. We invest in many companies you’ll know, like Apple, Marks & Spencer, Netflix and Toyota.
When the companies we invest in do well and go up in value, so does your pension pot. This is why we invest your pension savings: to protect their value and help them grow.

[IMG: Lady with piggy bank and magnifying glass]

[H2] What makes investing responsible

We believe that the better a company is run, and the better it treats people and the planet, the better positioned it is to perform well and avoid risks over the long term.
Investing responsibly means looking at these issues – also called environmental, social, and governance (ESG) issues – when deciding what to invest in. It also means encouraging companies to improve on these issues, from reducing their harmful impacts to behaving in a more sustainable way.
The aim of responsible investing is to protect and grow your savings. We believe it can also improve the world you’ll retire into.

'The primary objective of our responsible investment approach is to add financial value and resilience to our members’ savings. We also aim to encourage the companies we invest in to behave in a more sustainable way - for the benefit of society and the world into which members will retire.'
Leanne Clements, Head of Responsible Investment at People’s Pension

[H2] How we invest your money responsibly
Our approach to investing is built around how we can do it responsibly – from what we do and don’t invest in to how we push for change at companies and throughout the financial system.
Deciding what to invest in
Pushing for positive change
Sharing our progress
We exclude some companies, like those involved in controversial weapons and human rights abuses.
Where we can, we invest more in companies that consider their impact on people and the planet, and work to reduce it.
We use our investor influence to drive positive change – at companies we invest in, with investment managers we work with to invest your savings, and with industry and policymakers too.
We report on our actions every year. Sharing our progress helps keep us accountable for delivering sustainable and secure savings that grow.

You can find full details of our approach in our Responsible Investment Policy.

[H2] Using our investor influence to push for change
You’re saving with us alongside over seven million other members. Together your pension savings total more than £40bn.* This gives us some collective investor influence. We use it to champion your best interests throughout the financial system.

[H2] How we do it:

As the asset owner looking after your money, we believe it's our job to champion your best interests and push for positive change. And we believe that the more we do this, the more positive it will be – for the pounds in your pension, and the world we all retire into.

Building funds just for our members

You can’t call the shots when your investments make up a small proportion of a big fund. That’s why we moved away from big ‘pooled’ funds that we shared with other investors and built funds that are for our members’ money only. It means we can control where your money goes and how it drives change.

Influencing company behaviour for better outcomes

Investing in a company gives us a say in how it's run. We can work with company leaders and vote at shareholder meetings to raise concerns, set minimum standards and improve how they operate. We do this across thousands of global companies through our investment managers.
See your pension in action

Partnering with investment managers that push for change

Investment managers run the day-to-day investment of your savings. This means it’s critical we choose managers that meet our high standards, and work to improve the companies we invest in – especially on our priority themes of climate, nature and human rights.
Find out more about our priority themes

Calling for system change for the greatest impact

We invest our members’ savings across the global economy for the long term. This means our investment returns depend on a healthy economy  and financial system. System-level risks, like climate change, threaten to undermine this. So, we work with the wider industry, with policymakers and governments to call for change where we can. We hold our investment managers to account to do the same.
Learn more about system change

[H2] Award-winning responsible investing
We want to lead the industry in driving positive change, addressing inefficiencies in the financial system, and being a good asset owner of our members’ money.
We're proud to be recognised for our work.
Pensions for Purpose System & Governance Change Award 2025 - For efforts to reform systems, structure and frameworks to enable a positive impact on society and the planet
Principles for Responsible Investment in System Stewardship Award 2025 - For bold, transparent and innovative approaches to driving real-world change to generate long-term financial value for members
International Corporate Governance Network Excellence in Stewardship shortlist 2025 - For a significant contribution to making effective corporate governance or stewardship a reality in the markets in which we operate.

[H2] What sustainability issues are important to you?

Your pension savings are your money. We want to keep you in the loop about how we’re investing them responsibly. Even better, we’d love to hear from you about the environmental and social issues you care about.

Share your views

[H2] Frequently asked questions

Are my pension savings covered by this responsible investment approach?

Most of the people saving with us are in the ‘Balanced’ profile, or the ‘Cautious’ or ‘Adventurous’ profiles.  So this is where we focus our responsible investment efforts. If you’re invested in one of these profiles, our responsible investment approach covers the majority of your investments.
If you’ve chosen the self-select investment option, each fund has a different responsible investment approach.

What companies and sectors are excluded from responsible investing?

We follow a process to make sure any decisions to avoid investments are appropriate and won’t lead to negative financial performance.
Generally, this results in avoiding investments in companies that make a significant portion of their money from:
Controversial weapons, like cluster bombs
Producing tobacco
Thermal coal extraction and mining
Unconventional oil and gas and Arctic drilling
Child labour, human rights abuse, and other breaches of responsible business principles set out in the United Nations Global Compact
This is also referred to as negative screening.
You can find our full approach to exclusions in our Responsible Investment Policy.

What’s the difference between responsible and ethical investing?

Responsible investing integrates ESG issues to reduce risk and improve returns. So, although it aims to drive positive change, the focus is on financial performance.
Ethical investing selects or excludes investments based on personal or societal values, usually placing less emphasis on financial performance. For example, our self-select Ethical Fund excludes the entire fossil fuel industry.

What’s ESG in pensions investment?

ESG stands for environmental, social, and governance issues. Responsible investing looks at these ESG issues when deciding what to invest in.
ESG issues can present risks to investments. Take an environmental issue like climate change. Flooding, made more likely by climate change, could damage the factory and production lines of a car manufacturer we invest in.
But ESG issues can present investment opportunities too. For example, in adapting to climate change, there is more demand for clean energy. This means a company we invest in that sells solar panels might be more likely to perform well over the long term.
There are many different ESG issues that can present risks and opportunities for our investments, for example:
Environmental
How a company manages its carbon emissions
How a company uses natural resources – it may consume a lot of water or have deforestation in its supply chain
How a company manages its waste
Social
How well a company treats its workers
The labour rights in a company’s supply chain – are people paid a living wage, for example?
How a company treats the local communities it operates in or near
Governance
How well a company is run
How a company makes sure its decision-makers have the right diversity of skills and backgrounds
How a company pays its leaders, making sure it’s fair
The term ESG has been misused and politicised in recent years – and some have suggested it means doing good for the world at the expense of returns. This is not our understanding of ESG.
For us, considering ESG issues helps us find financially material risks and opportunities. Managing these helps us protect and grow your pension.

Why is responsible investing important?

Responsible investing is important to us at People’s Pension because it’s how we protect and grow your savings while aiming to protect the world you retire into, too.

Why is it important for employers to offer a responsibly invested pension?

If you’re an employer choosing a pension provider for your employees, it’s important to consider responsible investing.
Motivate your employees today: 72% of UK employees say it's important that their employer offers a responsibly invested pension (Scottish Widows, 2025). Plus, when you show people what their pension is doing, 7 out of 10 want to engage more with their pension (DCIF, 2020).
Give your employees a better (financial) future: Responsible investing helps protect and grow the money you and your employees put in their pensions. It also pushes for change for the benefit of society and the world you and your employees retire into.
Boost your company’s impact, rather than undermining it: Don’t let your company pension investments undermine your commitments to environmental and social issues. Choosing a leading responsible pension provider can boost your sustainability work – and help protect your company’s reputation.

[H2] Find out more

[H3] Our priority themes

We focus on climate, nature and human rights to protect your savings. Find out how we influence companies, cut emissions and support a more sustainable economy.

Investments

[H3] System change

Find out how our climate stewardship statement calls for systemic change, to guide investment managers and help strengthen the resilience of the financial system for savers.

Investments

[H3] Your pension in action

Discover how your pension influences companies on climate, nature and human rights. Your savings can help drive better standards, sustainable practices, and long-term growth.

Investments

* All figures correct as of end March 2026.
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🧭 Industry Context — common generic-claim patterns in Unclear / Mixed / Unclassifiable Industry to weigh the text against
Generic Claims: trusted by leading companies, proven track record, the best in the industry, results that speak for themselves, your trusted partner, exceeding expectations…
Red Flags: no verifiable business identity or registration, claims expertise in unrelated fields simultaneously, stock photography throughout, no physical address or contact phone number, testimonials without full names or businesses, guaranteed outcomes for complex services…
Semantic Drift Patterns: homepage makes grand claims but sub-pages are thin on detail, positioning suggests specialist but services are generic, hero section is ambitious but content does not support it, multiple service areas with no depth in any single one, messaging changes tone and target audience across pages…
Proof Expectations: named clients or customers with verifiable identity, specific results with numbers, dates, and context, verifiable team credentials and professional backgrounds, third-party reviews on independent platforms, case studies with measurable outcomes, regulatory registrations relevant to claimed services…