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The financial election

The next general election is likely to feature more about pensions, savings and mortgages than almost any before it.

It may also prove to be one of the most exasperating elections for those who actually have to sell pensions, savings and mortgages as all manner of promises are made which may not be delivered on.

But there may be some hope for a better quality of debate because there are now at least two groups in society genuinely concerning policymakers – pensioners and first-time buyers.

The grey vote is increasing and its increasing anger at the way it has been treated may have a bearing on some seats.

Means-testing has worked in the short term for helping the worst off but it may also be hitting the thrifty. Those in failing company schemes also face being much worse off than they thought.

First-time buyers and their parents may not yet be up in arms in the same way but an eye-catching policy could win votes.

The property market is caught up with debates on whether stamp duty and inheritance tax are at anything like a fair level while politicians hope that the equity in housing may help them through some aspects of the pension crisis through equity release.

On every issue, politicians will be looking for solutions that will address voter concerns and, at least to some extent, work out if they can afford their promises.

But Money Marketing would make one plea. Before some politician suggests lifting pensioners out of poverty or getting thousands more on to the housing ladder can they make sure that what they have promised in theory can work in practice. These are long-term issues but it might even mean that some politicians secure a proud legacy.

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