Description
SUMMARY
The Money and Pensions Service (MaPS) wishes to engage with the market to understand the range of website video content solutions available. This market engagement may then lead to a Proof of Concept (PoC) trial and testing opportunity.
OVERVIEW OF THIS RFI
The requirement for this Request for Information (RFI) is provision of information regarding website video content solutions that are appropriate for the requirements of the Money Helper Pension Dashboard (MHPD), developed by the Money and Pensions Service (MaPS).
Secondly, to ascertain whether suppliers are interested/able to deliver Proof of Concept (PoC) testing on whether video based explanations improve consumer understanding of pension information displayed on MHPD.
When considering ability to deliver requirements, please assume consumer testing is to be completed in Q4 2026/Q1 2027.
Indicative PoC value - £15K to £25K approx. (inc VAT)
NOTE: This value is for the Proof of Concept only. It is not the anticipated value of any subsequent solution.
PoC start date - October 2026
PoC end date - June 2027
This is an indicative timescale, dependent on the methodology of the supplier carrying out the PoC. MaPS anticipates substantial activity during the initial requirement building stage and the final reporting/reviewing stage. The rest of the PoC duration, frequency of activity will be dictated by the supplier with MaPS providing subject matter expertise oversight.
Based on the information obtained from the RFI exercise, MaPS will decide to progress to a separate procurement of quotation process the PoC.
BACKGROUND
The Pensions Dashboards will be a new UK-wide digital service that will allow individuals to securely access information about all their pensions in one place - online, via computer, tablet, or mobile device, at a time of their choosing. The first publicly available pensions dashboard will be the MoneyHelper Pensions Dashboard (MHPD), hosted on MaPS's MoneyHelper website - the consumer-facing money and pensions guidance service.
However, many consumers find pensions complex and disengaging. Our Money View 2026 research has found around 21 million UK adults do not understand pensions well enough to make informed decisions.
Consumer feedback shows a clear preference for video content to supplement written explanations. Therefore, MaPS wishes to understand the range of appropriate solutions that are available to fulfil the requirement as detailed below.
However, in providing more information to consumers, there is a risk that data alone increases confusion rather than understanding. MoneyHelper has a statutory role to support consumer understanding and guidance. In order to address this, MaPS is also considering a potential PoC trial with the aim to explore whether simple, accessible video content, used alongside dashboard information, can improve understanding, confidence, and engagement.
THE REQUIREMENT
A website video content solution for MHPD to:
• Provide a series of short, modular videos (indicative length 30-120 seconds) which explains different sections of dashboard results - including summary page, income, values and timeline.
• Be able to support Welsh translation
• Be contextually placed so they support the dashboard journey
• Allow users to choose whether to watch video content
• Allow transcript feature to be enabled/disabled
• Provide factual explanations only.
• Allow users to pause/restart content, control volume, captions and playback speed
• Signpost to MHPD onward journeys and further help and support
• Provide content appropriate to a range of users, including low confidence, low pensions knowledge, digitally less confident users, and users with accessibility issues
• Be compatible with a range of devices, including mobile, tablet, and desktop devices.
All outputs of the solution must:
• Meet WCAG 2.1 AA standards (including captions and transcripts)
• Align with FCA Consumer Duty, particularly supporting consumer understanding
• Allow for future updates should pension terminology, regulation, or dashboard content changes
• Not store user data
• Not materially affect performance of the dashboard.
• Not contain regulated financial advice.
For the purposes of this RFI and any potential PoC, references to FCA Consumer Duty are intended to reflect MaPS' objective of supporting consumer understanding, enabling clear and accessible communications, and avoiding foreseeable harm through the design, presentation and testing of content.
The PoC is not intended to provide regulated financial advice, personalised recommendations or guidance on individual pension decisions. Suppliers would not be expected to deliver regulated financial advice as part of the PoC, and any content should remain factual, impartial, plain-English and clearly distinguished from advice.
During the PoC, it is expected that all videos and other material will be hosted from the supplier infrastructure.
Be aware that MHPD is a UK government-funded solution. As such, advertising or any other commercial activity will not be hosted on the site and is out of scope for this solution.
INDICATIVE PROOF OF CONCEPT TRIAL
Once MaPS has understood the range of available solutions, it may then conduct a procurement process to award and undertake a Proof of Concept trial of a video content solution for MHPD.
This trial would aim to:
• Compare the effectiveness of video content vs website content alone
• Generate evidence to inform decisions on future pilots or scaling
• Assess feasibility, accessibility, and regulatory alignment
• Test whether video explanations improve consumer understanding of dashboard content
A supplier appointed through any subsequent procurement or quotation process would will be expected to:
• Work with MaPS requirements and build a simulated MoneyHelper pensions dashboard experience
o Using synthetic/fictitious data provided by MaPS
• Create short, plain English video content that explains:
o A range of different Pension types (e.g. Defined Benefit / Defined Contribution / Cash Balance / Collective Defined Contribution) and State Pension.
o Values and estimates shown
o Information contained in Timeline view
Common terminology and areas of uncertainty:
• Present video content contextually alongside dashboard information
• Provide consumer testing, including comparison with website content only. The metrics used to evaluate success will be agreed with MaPS
POC REQUIREMENTS:
CONSUMER TESTING
• Testing must compare:
o Dashboard against Dashboard with Video integration
o Include a range of users with different pensions knowledge, digital confidence, accessibility needs, and demographic characteristics
• Evidence must demonstrate whether:
o Understanding improves
o Confidence and engagement increases
• While the exact form of insights will be determined by the supplier undertaking the PoC, MaPS expectations is that it will include surveys with some agile testing, with a sample size of no less than 25.
• All content must be reviewed and approved by MaPS subject matter experts before testing.
ACCESSIBILITY AND REGULATION
All outputs must follow MoneyHelper tone and plain English standards, which will be provided.
Deliverables:
Indicative outputs include:
• Clickable prototype which will look and feel identical to any full solution
• Video content assets (English language only for the PoC, though Welsh translation is required for the full solution)
• Consumer testing approach and findings, including accessibility evidence, assumptions, and dependencies
• Summary of technical, accessibility, and delivery considerations, including risks and mitigations
• Recommendations for next steps
INDICATIVE SUCCESS MEASURES
Indicative success measures for the PoC may include whether users demonstrate improved comprehension of the dashboard information, increased confidence in understanding pension information, and an improved ability to explain key terms or identify appropriate next steps. MaPS may also consider perceived trust in the content, accessibility feedback, time taken to complete relevant tasks, user preference between video-supported and non-video journeys, and any evidence that video content improves engagement without increasing confusion or creating a risk of users interpreting factual guidance as regulated financial advice, and how a solution may cope with more complex pensions data.
OUT OF SCOPE
• Live Pension scheme integration
• Real customer data
• Regulated financial advice
• Public or production release