New 2025 PASA Data Matching Convention Guidance: Raising the Bar for Pension Dashboards

Published 9 July 2025, PASA has released a significantly upgraded version of its Data Matching Convention (DMC) Guidance, ahead of the MoneyHelper Citizen User Testing a major milestone as Find Requests begin in earnest.

What’s New in 2025?

• Real-world ready: This update shifts from theory to actual practice, offering reactive guidance based on early dashboard activity.
• Verified GOV.UK data: Matching now incorporates verified login attributes including email via GOV.UK’s One Login service.
• Clearer criteria: Defined thresholds for both “Match Made” and “Possible Match,” plus recommended resolution processes.
• Ongoing monitoring: Stronger emphasis on analytics and feedback loops to optimise matching accuracy over time.

Why It Matters

As Maurice Titley emphasised, “The time for theoretical preparation is over” dashboard requests are now being matched in real settings, so schemes need robust, scalable matching rules.

David Fairs, Chair of PASA, notes matching lies at the heart of user experience getting it wrong risks both failed find requests and privacy breaches.

Our Contribution

We’re particularly proud that David Rich, our new Chief Data Officer, was one of the expert authors of this Guidance bringing hands-on experience from our earlier work on data standards. His involvement ensures rigorous, data-driven foundations from day one.

Key Takeaways for Providers

1. Match on verified identity: Make full use of GOV.UK One Login fields.
2. Design clear decision criteria: Define what constitutes “Match” vs. “Possible Match” and how to resolve ambiguities.
3. Monitor & refine: Set up KPIs (e.g. match rates, escalation volumes) and adjust thresholds during testing.
4. Embed improvements: Use dashboard matching performance to drive ongoing data quality enhancements.

As dashboards move from pilot to public rollout in mid‑ to late‑2025, this Guidance serves as a critical playbook for schemes, administrators, and technology providers alike. With David Rich on the PASA expert panel, our contribution helps ensure smoother, more secure member experiences building trust and delivering real-world value.

Download the full 2025 DMC Guidance via PASA and reach out if you’d like help implementing these updates.