Criterion, the independent integration Standards body, has formally taken on leadership of the Fix LoA Action Group (FLAG), marking the next phase in the industry-wide effort to digitise the Letters of Authority (LoA) process across financial services.

Founded in 2024 by Pension Lab, FLAG has quickly grown into the central forum for industry collaboration on LoA improvement, uniting more than 70 organisations across the advice, platform and provider sectors to help streamline LoA requests, fulfilment, and identity verification. 

The move to Criterion - which earlier this year developed Data Checklist Standards to improve accuracy, responsiveness and connectivity across systems - represents the natural next step in FLAG’s evolution, transferring its governance to an independent standards body to ensure continued neutrality and impact.

In its new role, Criterion will build on FLAG’s momentum by helping providers and platforms deliver more efficient LoA processes through consistent data standards and practices, based on wide-ranging stakeholder input. 

Nick Green, strategy and proposition director at Criterion says: 

“Criterion has over 35 years of experience bringing the industry together to solve common problems that no single organisation can solve alone. Combined with the solid foundations built by Justine and Pension Lab, and our delivery of the LoA Data Checklist Standards, we’re naturally placed to help facilitate the next phase of FLAG which includes enabling more innovative solutions and supporting change like the removal of signatures.”

Scott Phillips, CEO and founder of Pension Lab, comments: 

“For Pension Lab, we very quickly realised how critical collaboration is to help highlight and solve LoA pain. Under Justine’s leadership, FLAG united the industry, delivered practical tools and importantly, elevated LoAs on the sector’s agenda.”

Justine Pattullo, exiting Chair of FLAG and fractional CMO, adds: 

“From the get-go, I have made my ambition for FLAG very clear: for it to be driven by an industry body. Criterion’s unique position and governance expertise makes them ideally suited to shaping FLAG for the future. My job – to shine a light on the systemic pain endured with LoA processes - is done, for now... Of course, I will continue to work with the brilliant team at Pension Lab, which has lots of new and exciting LoA and transfer tech to bring to the market.”

Criterion will now manage the FLAG membership, chair future meetings, and oversee the continued development of LoA standards, with the next session scheduled for 10 December 2025. Justine Pattullo and Pension Lab will remain active members, contributing data-led insight and technology expertise to support the initiative’s ongoing success.