Pure Retirement



Pure Retirement


Who are we?

Pure Retirement was founded on the belief that everyone deserves to enjoy their later years, with a culture of putting our customers first. Trading since January 2014, we allow our customers to access the value tied up in their homes and we’ve built a reputation for delivering first-class service to our customers and brokers alike.


Well known throughout the industry as the fee free provider with high LTVs, we have been voted ‘Best Provider for Adviser Support’ at the Equity Release Awards two years running, and have been named ‘Lender of the Year’ for equity release at the 2017 MoneyAge Awards.


Our Ethos

We are pioneers for the growth of the Equity Release Market, leading on Adviser Engagement to bring more advisers into the ever-expanding market. Our creation and sponsorship of The Adviser Guide to Equity Release on behalf of the council has been followed by our close partnerships with the clubs, with sponsorship of educational newsletters and online resource tools for the whole adviser market.


Our own bespoke marketing toolkit provides posters, flyers, editorials and advertorials, banners, brochures and cases studies for our advisers to use with their customers, alongside our educational roadshows and webinar series, all available through our online learning zone and designed to support advisers in building their business in equity release.


Our Products


More for the Customer

Our products are designed to help our customers make the most of their homes, with contributions towards advice and legal fees and a range of options which allow each product to be tailored to their needs.


Pure Drawdown Range

  • Max products with LTVs amongst the highest in the market
  • Great fee packages and cashback options
  • No clawback on cashback
  • Minimum initial release of just £10k
  • Joint lives available from the age of 60
  • All can be taken as drawdown or lump sum reserve facility
  • Arrangement fee can be added to loan
  • No medical needed helping customers whatever their circumstances
  • 50% of standard commission paid to advisers on all future drawdowns


Our Service


We pride ourselves on our award winning service

Supporting advisers and their customers is our number one priority. From our fee free plans to our dedicated adviser support team, we’re here to help in any way we can.


  • Pure simplicity with no hidden charges for your customers - free valuations, contributions to advice and legal fees, cashback with no clawback
  • Bespoke marketing toolkit support to help grow your business
  • Dedicated Telephone Account Manager
  • Face to Face BDMs
  • Broker support team and underwriters available to speak to directly on the phone
  • Application process to suit your needs – paper, online or even a hybrid of the two


New Online Broker Portal


Everything you need in just one place

  • Online Applications, saving content every step of the way with no need for customer signatures
  • Case Tracker with real time updates of the status of KFI's, Application, Offers and Completions
  • Product information all in one place
  • Access to our bespoke marketing toolkit
  • Learning Zone tools and resources


Our Values


Who we are… what we do…and how we do it…

Our core values of Honesty, Simplicity and Responsibility set the platform for delivering a first class service no matter how advisers wish to engage with us, and it is this initiative that drives both our internal culture and all our business activities.


Honesty: We are open and honest at all times, promptly answering any queries with the utmost integrity. Offering products our customers can put their trust in with no hidden charges, we offer value for money products that can be fee free.


Simplicity: We don’t use jargon or complicated forms that can take hours to complete. We provide all information in as clear a way as possible, ensuring that all applications are dealt with as quickly and efficiently as possible.


Responsibility: We act in the customer’s best interests at all times, providing advisers and customers alike with the highest possible levels of customer service. We are professional, caring, and respectful, ensuring our products are fit for purpose to remain at the forefront of the equity release market.


Investors in People


Our people are our greatest asset and we take their treatment and development very seriously

Our values flow through the heart of the organisation, are integral to the day to day of all our business activity and our commitment to the Investors in People accreditation we are so proud to have achieved.


Contact Us


0113 3660 599



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