CMS – The future of financial lives


CMS were looking to create content that influenced the UK debate around the issue of long-term care affordability and supported how the business engaged with industry on how it engages with and supports its customers throughout their financial lives.

Strategy and execution

We conducted a nationally representative survey of 2,000 UK adults, with a distinct question set for each of the following groups: current retirees, those aged 38+ and not currently retired and Millennials / Generation Z (aged 18-37).

We also conducted an online survey of 200 senior and middle managers working within the UK financial services industry, and ran a series of 12 in-depth interviews with a range of financial services senior leaders which were used as case study material throughout the report.


  • H/Advisors Cicero created a flagship thought leadership report used as a platform for two industry events in London and Edinburgh and participated on a panel discussion that also included Legal & General, Scottish Widows and Age UK
  • Created client case studies used throughout and independently of the report
  • Video content created with event participants and used across social channels

Get in touch

Andy Roberts

Head of Research