Fintech Whistle has acquired app-based digital retirement planning tool Pension Potential from pensions firm Punter Southhall for an undisclosed amount.
Punter Southall launched Pension Potential in May 2024.
The digital retirement planning solution aims to help people make informed retirement decisions through retirement modelling, comprehensive annuity comparison, personalised guidance and decision-support tools.
The app’s annuities guidance technology will be combined with Whistle's embedded regulated advice platform. Whistle said: “For banks, pension providers, insurers and investment platforms, it creates a more complete embedded retirement proposition.”
Whistle has also taken ownership of National Annuity Day, which was founded by Pension Potential on 21 October 2025 to raise awareness of annuities and the role they can play in providing a guaranteed retirement income.
Whistle said it will continue to grow the initiative in partnership with sponsors and the wider retirement industry.
Jordan Mayo, CEO of Whistle, said: "Pension Potential adds proven annuity capabilities to our regulated advice service, enabling partners to support customers through the retirement journey within one digital experience.”
Steve Butler, former CEO of Pension Potential, said: "We created Pension Potential to make retirement planning simpler, more transparent and more accessible, helping people understand their options and make confident decisions about their future. This next chapter with Whistle will take that mission forward.”
Whistle is a trading name of Embedded Advice Limited.