Skip to main content

About William Burrows

William Burrows

My name is William (Billy) Burrows, and I am a financial adviser with Better Retirement and author of acclaimed retirement guides including "Retirement is a journey not an event".

I have been advising clients about pension options for over 25 years and have helped many hundreds of people maximising the value of their pensions and successfully convert their pension pots into cash and income.

However, I know that many people find pensions and retirement options complicated, dull and boring, so I have created My Retirement Toolbox , to make retirement more interesting and engaging.

My Retirement Toolbox

With My Retirement Toolbox you can:

  • Read and Learn
  • Watch and Listen
  • Use annuity and retirement calculators and charts
  • Ask questions and get answers
  • Keep up to date
  • Get financial advice at special rates

My Retirement Tool Box is hosted on the Better Retirement website and gives you free access to all the guides, calculators, and information I have written and developed over the last 25 years. The aim is to share with you my unique insights into retirement income planning to make it easier for you to get make the most of your pension and retirement savings.


  • Tell me something and I will forget it – Just lecturing you about your pensions is dull and boring
  • Show me something and I will remember it – You will respond better to pictures and graphics than plain words
  • Involve me with something and I will understand it – You should never make important decisions without understanding the key issues

This quote from Confucius shows why it so important to make learning more interesting so you will get involved with your financial affairs.

Short bio

I have been involved with retirement options for nearly 30 years, advising clients on all aspects of annuities and retirement income options.

I am a regulated adviser with Better Retirement where I am the Retirement Director. I have many years of practical experience in advising clients about all aspects of pension options at retirement and I am passionate about helping people make the right decisions about their pensions and retirement income.

In 1992 I helped establish Annuity Direct and then in 1997 I set up William Burrows Annuities (WBA). A year later I joined Prudential Annuities as their Marketing Director for annuities.

In 2001 I returned to running William Burrows Annuities in conjunction with Aspen (actuaries and pension consultants) plc. At the same time I helped launch Aspen Annuities and we were appointed annuity broker to many well known large corporate pension schemes.

In 2010 WBA became part of Better Retirement Group, enabling us to offer the highest quality of services to all approaching retirement.

I am frequently quoted in the national press, appears on radio, podcasts and videos and I write extensively on retirement options.

Cookie Notice

We use cookies and other tracking technologies to improve your browsing experience on our website, to show you personalized content and targeted ads, to analyze our website traffic, and to understand where our visitors are coming from. By browsing our website, you consent to our use of cookies and other tracking technologies.

Back to top