Pure values

Honest, simple and responsible

Why are Pure Retirement different?

Choosing to release equity from your home is an important decision that needs proper thought and care. However, we passionately believe that it should not be a complicated, confusing process.


Instead, we provide a service that is simple, swift and straightforward!

Our whole company is built around three key values, and you can see them in every aspect of our service - from initial application to receiving your money.

Be honest

We offer our customers financial products they can put their trust in.


Keep it simple

We don't use jargon or complicated forms that can take hours to complete.


Take responsibility

We aim to be fully transparent and accountable to our customers, regulatory and trade bodies.

We are regulated by the Financial Conduct Authority (FCA) and follow the code of conduct set out by the Equity Release Council (ERC).


So what does this actually mean for our customers?

The first step towards choosing equity release is doing your research. We actively encourage our customers to get independent and qualified advice on all of their options. We also provide a free guide about equity release.

Our products are available to the whole of the market and we're not tied to one particular broker, giving customers complete choice.

All our literature and processes are written in plain English.

Our application and valuation fees are completely transparent from the very start.

This is a lifetime mortgage. To understand the features and risks, ask for a personalised illustration.

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