Norwich Union are to include criteria based on where you live when calculating annuity rates for your pension. The idea being that those in more affluent areas are likely to have a better lifestyle, and thus live longer, than thoose in less well-off areas. This new approach is expected to result in 30% of annuity customers reducing lower pensions. And with NU being such an influential company in the annuity market, it is likely that other providers will foolow suit.