What are housing associations doing to support Pension Credit take up?

In July, the news that the Winter Fuel Payment would be restricted to those in receipt of means-tested benefits brought Pension Credit sharply into focus. Between podcasts, posters, and social media, it’s been hard to miss government reminders to apply for Pension Credit. 

Pension Credit is important as it is the route through which pensioners can access extra support. Principally, this is through additional payments, but it is also the entrance point to a range of benefits, including the Winter Fuel Payment, Council Tax discounts, and free or discounted dental and eye care, worth up to £3,900 per year. 

However, historically take up of Pension Credit has been low. As of financial year end 2023, only 65% of eligible claimants were claiming Pension Credit. This meant around 880,000 eligible older people were not receiving the benefit. 

Independent Age’s research in the area found a number of reasons for this, including a lack of awareness of the benefit and the eligibility criteria, an onerous and confusing application process, and perceptions of shame and stigma. The research highlights the importance of third parties, such as advice services and charities, in offering support to pensioners to access the benefit and navigate the application process. 

How housing associations can help 

Housing associations are well-placed to support their residents to maximise their income and receive the correct benefits. In-house benefit experts, advice and outreach services, as well as access to key data about their residents, mean our members can reach individuals who might otherwise struggle to access support.

In a recent Parliamentary debate, Liz Kendall, Secretary of State for Work and Pensions, highlighted the importance of coworking with the housing association sector to encourage Pension Credit uptake. This has been echoed in the conversations we have had with officials from the Department for Work and Pensions (DWP), who we worked with earlier this year to promote their Pension Credit Week of Action.

Members have spoken to us about the important work they have done to encourage Pension Credit uptake, much of which predates the Week of Action. Crucially, none of what they told us came as a surprise. Housing associations weren’t trying to reinvent the wheel, they were leveraging their existing relationships with residents to highlight the importance of Pension Credit.

At the heart of this work is an emphasis on thoughtful communication. Hyde Housing told us how they ran a multi-faceted campaign, with a clear message encouraging residents to check their eligibility. This was accompanied with social media comms, a specific advice clinic run in a supported housing project, and a reminder in their regular resident newsletter. 

Similar campaigns were run by other housing associations, including targeted leaflets to older people living in supported and sheltered housing schemes. There was also an emphasis on staff communications, highlighting to colleagues internally the importance of the benefit, as well as guidance as to how to support residents navigate the application process. 

What next?

With the latest DWP data showing a 152% increase in Pension Credit claims between April and September 2024, it is clear the Week of Action has had a positive impact on uptake. However, members have continued to report residents have experienced slow administration times from the point of application. News of an additional 450 DWP staff members to process claims is welcome and will hopefully reduce some of these processing delays. 

With the deadline to qualify for the Winter Fuel Payment the 21 December, it is vital the government renews its push to raise awareness in the coming months, alongside strengthening their capacity to administer new claims, to ensure all those who are eligible for support receive it.