Mayor's Fresh Campaign Unlocks £17m in Forgotten Pension Credits for London's Seniors

Mayor Sadiq Khan Extends the Pension Credit Push for Another Year

London’s proud mayor has decided to keep the roll‑out of the Pension Credit campaign going, giving older residents a new chance to pocket a hefty boost of extra cash. In just the past 12 months, the scheme has pumped £9.5 million into the pockets of more than 2,100 low‑income seniors across the capital.

Why the Extension Matters

With the cost of living still climbing and energy bills going backwards, the old‑timer community can’t afford to ignore their financial safety nets. Pension Credit is a lifeline, but many older Londoners still don’t know that they’re eligible. Once through, they unlock additional help: bill relief, free NHS dentistry, Housing Benefit for renters, and even free TV licences for those over 75.

Campaign Highlights (Since February 2023)

Targeted 23 boroughs with personal letters to remind eligible seniors to apply.
Claimed 4,300 Pension Credits, delivering an extra £17.9 million in direct income.
Average claim: £4,394 per person.
All benefited from the Winter Fuel Payment of £200 per household.
Expected reach this year: over 12,500 households, up to £10 million in claims.

Mayor’s Commitment

“Many older households in London are hit hardest by the cost‑of‑living squeeze,” says Sadiq Khan. “I’m thrilled that our campaign has already secured more than £17 million in extra income. Extending the program means we’ll help even more families across the capital collect the benefits they deserve.”

Backing from Partners

Policy in Practice – the data analytics and welfare partner – applauds the success. “We’re thrilled to see the campaign add another £9 million in the last year, on top of the previous year’s gains,” says founder Deven Ghelani. “This extra income brings relief and opens doors to further support like Warm Home Discounts and free TV licences. The approach is easily replicable beyond London.”

John McGeachy, Campaigns Manager at Age UK London, adds: “It’s a tough reality that those who need information the most often hear it last. London has the highest poverty rate for pensioners in the UK, so targeted campaigns like this are essential.”

Extra Funding for Free Advice

To help more low‑income Londoners navigate the claims, the mayor has allocated an additional £3.5 million for free advice and support services. Already, these services have secured more than £25 million in financial aid for London residents.