Primetime Retirement, originally known as Living Time, was founded in 2006 by a team with a wealth of experience in the UK retirement market. They saw a gap in the retirement solutions market and tailored an innovative plan to accommodate the needs of modern retirees, people looking for greater control over their pension income but without sacrificing the certainty and guarantees offered by traditional annuities.

Living Time pioneered their Fixed Term Annuity Plan and have since rebranded and strengthened their proposition with its unique Fixed Term Drawdown Plan. In 2014, Primetime strengthened its place in the market when it was purchased by KR Group, one of the UK’s most successful and respected retirement advice brands.

Living Time was the founder of an award-winning ‘Offer More Options’ industry campaign that called for changes to pensions legislation to give retirees more freedom, flexibility and control over their pension funds and ultimately a better financial outcome in retirement.


Living Time launches and introduces its Fixed Term Annuity plans to UK market.

Secures innovation award for ‘Offer More Options’ campaign and co-founds Pension Income Choice Association (PICA).

Company continues to win awards, securing ‘5* Service Award’ and ‘Third Way Provider Of The Year’.

Living Time begins the process of rebranding as Primetime Retirement and launches the new Fixed Term Annuity plan

The company continues with its innovation, being the first company to offer gender neutral pricing and switching to SIPP’s.

KR Group backed by Phoenix Equity Partners took a majority shareholding in Primetime Retirement.

New Fixed Term Drawdown Plan launched. Primetime celebrates 10 years of providing income solutions and more options to retirees.

KR Group bought by global private equity business, Partners Group.