Pete Cowell

Pete Cowell is Head of Annuities at Standard Life, responsible for the strategy, proposition development, and commercial performance of the Individual Annuities business. Pete leads teams across the commercial value chain, including Annuity Pricing, Medical Underwriting, Product Development, and Distribution.

Pete led the launch of three major market solutions: the Standard Life Pension Annuity, the Guaranteed Fixed-term Income product, and the platform-integrated Guaranteed Lifetime Income plan in partnership with Fidelity International. A recognised industry expert, he is a regular media commentator on rising annuity rates, retirement planning trends, and the evolving economic landscape for retirees.

He has overseen the move to fully digital, signature-free annuity applications aimed at making the process simpler for adviser and customers. Under his leadership, Standard Life secured the 2025 Moneyfacts Best Annuity Provider Award. He is a Fellow of the Institute and Faculty of Actuaries and previously led the Individual Annuity business at Legal & General.