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- Homebuyer Hub supports customers with a major financial milestone beyond retirement, helping them navigate the path to homeownership
- A new feature on Homebuyer Hub, AI Coach, gives customers quick, clear answers to homebuying questions, from deposits and affordability to mortgages
- Supports financial wellbeing by helping people take control of a major financial milestone while staying focused on long-term goals
Standard Life has launched a new AI Coach within its Homebuyer Hub, designed to give customers quick, easy-to-understand answers to questions about buying a home and managing one of life's biggest financial milestones.
Homebuyer Hub was created in partnership with digital engagement specialists Life Moments1 in recognition that people don't think about their finances in silos. While planning for retirement remains important, many are also balancing more immediate priorities such as saving to buy a home and managing day-to-day finances. By bringing together information, guidance and tools in one place, Homebuyer Hub helps people make sense of their money in the round and navigate every stage of the homebuying journey.
The new AI Coach makes it easier for customers to explore topics such as affordability, mortgages and deposits. Users can ask questions such as "What's the minimum house deposit I can pay?" and receive clear responses based on Homebuyer Hub content. They can also add context, such as their salary or deposit amount, to receive more tailored explanations2.
The launch reflects Standard Life's commitment to supporting its customers' overall financial wellbeing. Customer research3 shows that saving for a property is the top priority for people aged 18–30, while managing day-to-day finances remains important across all life stages.
By making homeownership guidance easier to access, the AI Coach aims to help customers make informed decisions today while building stronger foundations for their long-term financial future.
Amy Johnson
Financial wellbeing means helping people feel confident managing all aspects of their financial lives, from buying a first home to planning for retirement. Many people are balancing competing priorities, and buying a home is one of the most significant financial decisions they will make.
Our AI Coach makes it easier to access clear, trusted information. It helps people take control of today’s decisions, while building confidence in their longer-term financial future.
Ben Leonard
At Life Moments, helping our clients better support their customers is at the heart of everything we do. By meeting customers where they are, we enable our clients to build trusted, long-lasting relationships.
The launch of AI Coach inside Homebuyer Hub delivers on this promise, bringing together fact-checked content, audited tools and the safe use of data in a conversational format that is fast becoming the norm. We applaud Standard Life for embracing this emerging technology and embedding it into its tried and tested financial wellbeing offering.
Notes to editors
1Life Moments is a UK-based FinTech on a mission to improve financial capability through personalised money coaching. They help leading financial institutions engage and empower their customers during life’s key moments, from homebuying and starting a family, to career changes and retirement. Using behavioural science, smart content, and proprietary data-driven technology, Life Moments provides digital solutions that drive engagement, build financial confidence, and enable more inclusive customer experiences.
2The AI Coach provides guidance only based on existing Homebuyer Hub content. It does not provide financial advice.
3Quantitative online survey completed by 3,000 Standard Life, Phoenix Life and ReAssure pensions customers from 5-15th February 2026.
About Standard Life
Standard Life is a retirement specialist focused entirely on retirement saving and income.
We are proud to manage around c£317bn in assets on behalf of our 12 million customers, and we champion the belief that everyone's journey to and through retirement can be better.
With our focus entirely on retirement savings and income we want to be the business that people trust to guide their retirement journey, helping our customers achieve better outcomes and greater financial security in later life.
As a FTSE 100-listed group we are using our size, expertise and influence to shape the world our customers will retire into, and are committed to helping three million more customers by 2035, take action towards a better retirement.
Standard Life is a responsible investor with a clear commitment to supporting a more sustainable future. The Group has achieved its net zero goal across its emissions for 2025 and is working towards net zero investment portfolios by 2050 or sooner.
Standard Life is recognised as a leading employer, with long-standing accreditation as a Living Wage Employer, Living Pension Employer and Carer Positive Exemplary Employer and in 2025 became one of Britain’s Most Admired Companies in 2025.