- 83% say financial preparation matters, yet practical engagement remains low.
- A third of adults (32%) have made no end‑of‑life preparations.
New research from Aegon’s Money:Mindshift highlights a widening preparedness gap in end‑of‑life planning, despite strong consumer recognition of its importance.
While 83% of UK adults say financial preparation for death matters – and 43% deem it “very important” – this intent is not translating into action.
A third (32%) have taken no steps at all, with only 38% having written a will, 26% having communicated their wishes, and just 18% having organised core financial documents such as pension information, insurance details or account records. Emotional barriers also persist: although 74% agree emotional preparation is important, 13% say the topic feels too emotional or uncomfortable.
Younger adults show a stronger sense of postponement – they are much more likely to say they don’t think preparation is necessary yet and are also a little more likely to feel unsure about how to begin. This highlights a behavioural barrier and a market‑wide opportunity for clearer guidance, streamlined tools, and earlier interventions.
Dr. Tom Mathar, Head of Money:Mindshift, said:
“We save for home deposits or repay our mortgage, we build up rainy‑day funds, and we plan for children’s futures. Yet the one thing we know for certain will happen to us is the very thing so many of us avoid preparing for: writing wills, communicating our wishes, or organising essential financial documents like pension information, insurance details, and account records.
“Thinking about death can be painful, disorienting, and destabilising. We haven’t been taught to talk about it or plan for it. In fact, the language of death, grief, loss, legacy, and letting go is a language we must deliberately relearn.
“For those unsure how to begin, the latest Money:Mindshift podcast episode breaks the process into manageable steps – addressing both the practical tasks and the emotional load that comes with preparing for the end of life. Drawing on insights from a ‘Swedish Death Cleaning’ coach and a grief‑communication expert, it shows that good preparation is as much about mindset as it is about paperwork.”
Methodology
Fieldwork was conducted by Opinium between 17-20 February 2026, among 2,000 UK adults. Full data sets available on request with the intention to publish.
The Money:Mindshift podcast
Season 2, episode 8 of the Money:Mindshift podcast 'How to prepare for death (featuring Asa Nilsson)’ goes live on 5 March 2026 at 11am. Listen on Spotify and Apple Podcasts.
About Aegon
In the UK, Aegon offers pension and investment solutions to over 3.5 million customers, supported by over 3,000 employees. Figures are correct as of 31/12/2024. Learn more at aegon.co.uk/about-us
Aegon UK is part of the wider Aegon Group, an international financial services holding company. Aegon’s ambition is to build leading businesses that offer their customers investment, protection and retirement solutions. Aegon’s portfolio of businesses includes fully-owned businesses in the United States and United Kingdom, and a global asset manager. Aegon also creates value by combining its international expertise with strong local partners via insurance joint ventures in Spain & Portugal, China and Brazil, and via asset management partnerships in France and China. In addition, Aegon owns a Bermuda-based life insurer and generates value via a strategic shareholding in a market-leading Dutch insurance and pensions company.
Aegon’s purpose of helping people live their best lives runs through all its activities. As a leading global investor and employer, Aegon seeks to have a positive impact by addressing critical environmental and societal issues, with a focus on climate change and inclusion & diversity. Aegon is headquartered in The Hague, the Netherlands, and listed on Euronext Amsterdam and the New York Stock Exchange. More information can be found at aegon.com/about
Aegon is a brand name of Scottish Equitable plc (No. SC144517) and Aegon Investment Solutions Ltd (No. SC394519) registered in Scotland, registered office: Edinburgh Park, Edinburgh, EH12 9SE. Both are Aegon companies. Scottish Equitable plc is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. Aegon Investment Solutions Ltd is authorised and regulated by the Financial Conduct Authority. Their Financial Services Register numbers are 165548 and 543123 respectively. © 2026 Aegon UK plc
The information in this press release is intended solely for journalists and shouldn’t be relied upon by any other persons to make financial decisions.