Who reads this site, the placements we offer, and the rules every advert follows. Last updated 25 September 2026.
The short version: we take a small number of clearly labelled adverts from firms that serve the armed forces community. One advertiser per category, no tracking scripts, and no say over anything we publish.
Armed Forces Pension Calculator is an independent site for people working out what their service is worth: serving personnel deciding when to leave, veterans checking a preserved pension, families dealing with a divorce or a survivor's pension, and people claiming under the Armed Forces Compensation Scheme. They arrive with a specific question about their own money, and they stay to work it through.
Who reads the site
Figures for the 28 days from 27 August to 23 September 2026.
2,236clicks from Google search, up from 902 in the previous 28 days
91%of measured visits come from the UK
3.9 minaverage visit, with 71% of visits on a phone
Measure
27 Aug to 23 Sep
30 Jul to 26 Aug
Source
Google search clicks
2,236
902
Google Search Console
Google search impressions
73,242
42,928
Google Search Console
Average Google position
8.8
13.7
Google Search Console
Measured visits
1,856
978
Google Analytics
Measured page views
3,500
1,897
Google Analytics
Google Analytics only counts visitors who accept analytics cookies, so real visits and page views are higher than the measured figures. The Search Console figures cover Google search only. They leave out visitors from Bing, DuckDuckGo and other search engines, and people who come to the site directly.
Placements
Sitewide sponsor. One labelled placement on every page of the site, including every calculator. We take one advertiser per category, so you never share the page with a competitor.
Topic sponsor. A labelled placement on one group of pages that matches what you do: pension on divorce for family law firms, for example, or medical discharge and compensation for insurers.
Commission partnership. If you are authorised by the FCA and run an affiliate programme, we can carry it in a labelled placement instead of charging a flat monthly fee.
Rates depend on the placement and the term. Email us and we will send them.
How adverts appear
Every advert is labelled “Advertisement” and sits apart from the content. Adverts never appear inside calculator results or in the text of a guide.
Advert links are marked as sponsored for search engines, as Google requires for paid links.
An advert is a static image and a link, served from our own site. We do not load ad network scripts or tracking pixels, and we do not share reader data with advertisers. That is a promise in our privacy policy, and it is part of why readers trust the site.
Each month we send you a short report: views of the pages carrying your advert, and clicks on it.
Advertising never buys editorial
Advertisers have no say over what we write, how the calculators work, or what our guides say. We do not publish sponsored articles, paid reviews or paid links, and advertisers get no special treatment in our content. Every figure on the site is still researched and checked the way our editorial policy sets out, whoever is advertising that month.
Who we accept
Firms that serve the armed forces community: insurers, financial advisers, mortgage brokers, family law firms, resettlement and training providers, and service charities.
Financial services firms must be authorised by the FCA. You are responsible for making sure your advert meets the FCA's financial promotion rules.
Law firms must be regulated by the Solicitors Regulation Authority or the equivalent body in Scotland or Northern Ireland.
Who we turn down
Claims management companies and personal injury firms.
Anyone offering to unlock, release or transfer an armed forces pension early.
Gambling, adult content, crypto-assets and high-cost short-term credit.
Any advert suggesting that the MOD, Veterans UK or any part of government endorses you or us.
We can decline or remove any advert, and we will tell you why.
What we need from you
Your advert
A static image in two sizes: 728 × 90 pixels for desktop and 320 × 100 pixels for mobile, as PNG, JPG or WebP.
A short text description of the image, for readers using screen readers.
The page you want the advert to link to.
Your FCA or SRA registration number, if you have one.
Terms
Placements run for an initial term of six months, and either side can end one on 30 days' notice. We invoice monthly.
How to book
Email [email protected] with “Advertising” in the subject line. Tell us who you are, what you would like to promote and which placement interests you. This site is run by one person, so replies take a few working days. We will come back with current rates and availability.
Frequently asked questions
How much does it cost to advertise?
It depends on the placement and the term. Email [email protected] with “Advertising” in the subject line and we will send current rates and availability.
Do you sell sponsored posts or links?
No. We do not publish sponsored articles, paid reviews or paid links. Advertising is limited to labelled placements.
Do your adverts track readers?
No. An advert is a static image and a link, served from our own site. There are no ad network scripts or tracking pixels, and we do not share reader data with advertisers.
Can a claims management company advertise?
No. We do not accept adverts from claims management companies or personal injury firms.
Can you guarantee a number of views or clicks?
No. Most of our visitors come from search, and search traffic changes from month to month. We share our latest figures before you book and send a monthly report once your advert is live.
Is this site connected to the MOD?
No. We are independent and not affiliated with the MOD, Veterans UK or any part of government. Adverts must not suggest otherwise.
