Who are your Targeted Support customers?
The FCA's Targeted Support regime (live April 2026) enables firms to offer group-level recommendations to ~23 million underserved UK consumers. Use this tool to explore the ONS Wealth & Assets Survey and identify your highest-value segments.
Five Key Segments
Identified from the ONS Wealth & Assets Survey. Click any segment to explore the data.
The Cash Holders
Households sitting on large cash savings who haven't put their money to work. High cash/savings ISA balances but minimal investments or pension wealth.
Affluent Under-Savers
High-income households that haven't converted their earnings into meaningful wealth. Earning well but not building significant investments or pension savings.
Property-Rich, Pension-Poor
Near-retirement households with significant property wealth but limited pension savings. Wealth is tied up in bricks, not financial assets.
Pension-Light Workers
Working-age adults with employment but inadequate pension provision. Still have time to build retirement savings but aren't doing so.
Late Debt Carriers
Older households still carrying significant unsecured debt or overdrafts. Approaching retirement with financial drag from outstanding borrowing.
How Have Segments Changed Over Time?
Segment sizes across all WAS waves (2006–2022), using consistent default thresholds
Segment Trends Across WAS Waves
% of households in each segment · 2006–2022 · ONS Wealth & Assets Survey
Note: Affluent Under-Savers not available for Waves 1–2 (income variable absent). All segments use default thresholds.
Understanding the Advice Gap
What the data tells you — and what you still need to learn
What the WAS tells us
- Age & demographics
- Household composition
- Income levels
- Savings & cash holdings
- Investment portfolios
- Property wealth
- Pension wealth
What firms still need to ask
- Short-term financial goals (next 12 months)
- Medium-term plans (1–5 years)
- Long-term retirement intentions
- Risk appetite & financial confidence
- Recent life events (new child, divorce, redundancy)
- Existing product relationships
- Preferred channels & trusted sources