Black Horse gives bonus to pensions customers.
Between now and April 5, customers taking out a new Black Horse Life pension plan or making top-ups to existing ones will be given a special bonus worth up to the equivalent of four months' gross contributions.
BHFS marketing director Ms Debbie Gorski said: "Nearly half of all working adults haven't started a pension yet.
"This, coupled with continued uncertainty surrounding a state-funded pension, means good pension planning is essential in order to avoid possible poverty in old age.
"Not starting a pension plan, or allowing pension arrangements to become out of date, could have a detrimental impact of living standards in retirement".
BHFS is offering customers a free pensions check-up from one of the 1,400 Lloyds Bank or BHFS financial advisers.
It is also offering to review financial arrangements generally to help customers who want to ensure their money is working as efficiently as possible.
Marks & Spencer Financial Services has launched a pension life assurance plan.
The plan provides simple cover which will pay out a guaranteed lump sum on death during the term of the plan. All charges are included in the contributions, which are guaranteed to stay the same for the full term.
Managing director Mr Mark Colvill said: "Many people who are in personal pension schemes do not realise they can use up to five per cent of their net relevant earnings for pension life assurance.
"Most company pension schemes automatically include life cover but often personal pension schemes do not have this as an option.
"We now offer this as a stand-alone product."