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For those who do not know, the aim of the OMO campaign is to extend the choice of retirement income options available to the thousands of consumers who reach retirement age each year.

Dave Harris, managing director of sales and marketing at Living Time, said: "These supporters clearly recognise the market could deliver better results to retirees, particularly at a time when tens of thousands are ‘choosing’ to lock in to the uncertainties of 2009.

"But most importantly, by backing the campaign they are taking some responsibility for helping to drive those improvements."

Harris revealed this week that the Offer More Options campaign had reached its next stage, with meetings arranged with a number of the big players in the retirement space in an attempt to engage a larger part of the sector.

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