Analysis published today (30th October) – the first of its kind – found that between 60% and 70% of potentially eligible pensioners in the North and London are claiming Pension Credit, while in the East and South this drops to around the mid-50% mark. Take up rates are highest in the North East at 71% compared to just 55% in the South West.

Published by the Department for Work and Pensions, this marks the first time that analysis has been undertaken on the demographics of eligible pensioners not applying for Pension Credit, including at a local level.

The new trial– in partnership with Age UK and Independent Age – consists of a letter sent to 2,000 pensioners across England urging them to claim Pension Credit, worth on average of around £4,300 a year. These pensioners have been identified through the analysis as being the most likely to be eligible for Pension Credit but not currently claiming the benefit.

The drive to put more money in the pockets of pensioners who need it the most is part of the Government’s wider plan for national renewal, ensuring everyone across the country is seen, valued and treated with respect.

This comes as the annual national figure showing how many eligible pensioners were not claiming Pension Credit was published. This shows an increase on the previous year’s figure previously at 760,000 households

The figure shows the number of eligible pensioners not claiming between 2023 and 2024, before the Department launched its biggest ever Pension Credit awareness campaign. This campaign has seen an extra 56,700 households awarded Pension Credit in the last year alone with awards of Pension Credit now worth on average £83 a week.

The new trial marks a shift in how the Department identifies and contacts potentially eligible pensioners who are not claiming Pension Credit. Previously, letters targeted pensioners receiving Housing Benefit. If successful, further trials could take place.

As well as providing vital support through an average of £83 a week, Pension Credit unlocks a variety of additional support for pensioners including help with housing costs, council tax, heating bills and free TV licences for those aged over 75.

This comes during the Department’s Pension Credit Week of Action aimed at raising awareness of the benefits of Pension Credit and encouraging everyone eligible to apply. It builds on the Government’s commitment to supporting pensioners, including through plans to simplify the application process for Housing Benefit and Pension Credit as well as via the triple lock which is set to see the yearly state pension rise by up to £1,900 over this parliament.