About us
Lifetime Mortgage Specialists
We're one of the largest lifetime mortgage lenders in the later life lending market and work directly with fully qualified financial advisers to help you release equity from your home to achieve your financial goals.
Founded in 2013, we believe everyone deserves to enjoy their later years.
Our purpose and values
Everything we do is underpinned by our three core values – honesty, simplicity, and responsibility – meaning that we'll always operate in a way that ensures you are treated fairly at all times.
We take pride in being a trusted lifetime mortgage lender, having received numerous industry awards for our customer service. Our market-leading support, driven by our expert equity release knowledge and years of building relationships with our customers, ensures you are looked after throughout your time with us.
Find out more in our customer brochure
Honesty
Simplicity
Responsibility
What our CEO says
“The main mantra of our business is to deliver mortgages that are aligned to our customers. We are a people-based company, it is all about the service.”
Paul Carter, CEO
Our Customer Account Servicing team
Our Customer Account Servicing team are on hand to help you make the most of your retirement once you've taken out one of our lifetime mortgages. Find out more about how we support our existing customers.
Our lifetime mortgages
As specialist lifetime mortgage providers, we've developed a range of lifetime mortgages designed to suit a variety of circumstances, giving you the peace of mind that a Pure Retirement plan can meet your needs. To understand the features and risks of a lifetime mortgage, ask your independent financial adviser for a personalised illustration.
We are regulated by the Financial Conduct Authority (FCA) and follow the Code of Conduct set by our trade body, the Equity Release Council, for our products and customer service.
FAQs about Pure Retirement
Pure Retirement is a specialist lifetime mortgage lender, working with qualified advisers to deliver tailored solutions. As we only work in the later life borrowing market, we really understand what lifetime mortgages can best support customers looking for financial services in later life. Pure’s customers benefit from FCA regulation, Equity Release Council standards (the official trade body of the industry), flexible product features, and multi-award‑winning support. It’s this customer support that sets us apart in the marketplace, as we continuously work hard to ensure our customers are looked after throughout their time with us.
Our customer service includes access to a dedicated customer team and the MyPure account management platform, helping customers to self-manage their plans online with confidence.
Product features include:
- A ‘no negative equity’ guarantee, ensuring you won’t owe more than the house value
- The ability to move to another property subject to lending criteria
- Penalty-free optional repayment facilities, including the option of Direct Debits
- The ability to downsize without penalty* (*Not applicable to Heritage)
- Fixed early repayment charges, so you can easily assess your options
- The option to take the loan as a drawdown, giving you greater flexibility in retirement
- Access to our MyPure online account management platform
Equity release risks to consider:
Taking out a lifetime mortgage is a big decision and there are some potential risks associated with it, that you need to consider and discuss with your independent financial adviser, such as:
- A lifetime mortgage may impact your state pension and benefits
- Compound interest accrues throughout your lifetime mortgage
- Your accrued interest and loan are repaid when you die or move into long-term care
- Do you have the option to downsize or move to a cheaper property?
- Could home improvement grants help with upgrades instead?
- Would taking in a lodger be a way to raise extra funds in your situation?
We recommend exploring other forms of finance with your financial adviser to ensure if a lifetime mortgage is the right later life lending solution for you. You can learn more about the application process, including how to reduce overall equity release costs, on our how does equity release work page.
We’re a specialist lifetime mortgage lender, focused solely on equity release rather than a broad range of financial products. This allows us to offer flexible features, strong customer support, and ongoing service throughout your lifetime mortgage journey. All our plans meet FCA requirements and the high standards of the Equity Release Council, giving you added confidence and peace of mind.
You can find independent customer feedback about Pure Retirement on Trustpilot and Google Reviews. The company is proud to be rated “excellent” on both platforms, with customers frequently praising the professional, efficient service and supportive experience throughout the lifetime mortgage journey.
Here’s some first-hand feedback from some of our existing customers:
“A good experience with no problems. Matters dealt with professionally and efficiently. A big thanks to all involved. Would highly recommend.” - Liz
“An excellent service and I would highly recommend the company for anyone considering equity release.” - Nikki
New customers
If you're interested in life time mortgages, please remember that we can only accept new applications through a qualified, independent financial adviser. You should always speak to an independent qualified equity release adviser before taking out any lifetime mortgage. Review our pages which explore 'what equity release is' and 'how equity release works' to find out more about your later life borrowing options.
View equity releaseOur people
We believe great service is driven by great people, and we are proud to invest in our employees, as evidenced by our gold standard Investors in People accreditation and our Princess Trust award winning internal Learning and Development department.
