About Us

Lifting the customer experience

Lifetime mortgage specialists

As lifetime mortgage specialists, we provide flexible retirement solutions, built on a foundation of first-class service levels. We review and improve our mortgages and services to simplify equity release for you and your customers.

Choosing to release money from your home is a big decision that shouldn't be taken lightly. At Pure, we only accept applications from fully qualified equity release advisers. This is how we, as equity release lenders, can make sure you receive full and independent advice on the different types of equity release available to you.

We're a people-based company putting service at the heart of what we do. One of our main mantras is to deliver products aligned to the customer rather than the financial metrics. That's what makes us stand out from our competition.

We are equity release experts and believe your clients deserve the best retirement solutions to enjoy their later life finances. Click here to see our company overview brochure.

Pure value

We want to offer value-for-money later life lending solutions by providing simple lifetime mortgages that are, wherever possible, fee-free to our customers. We're committed to offering competitive commission rates to our valued equity release advisers and financial intermediaries.

Our values are:

We promptly answer queries with utmost integrity and develop lifetime mortgages that borrowers can put their trust in.

We don't use jargon and are committed to providing all information in as clear a way as possible.

We always act in the customer's best interests and ensure our mortgages remain fit for purpose.

We are regulated by the Financial Conduct Authority (FCA) and follow the code of conduct set out by the Equity Release Council (ERC). Find out more about us in our latest company brochure.

Pure support

You need business partners who are easy to work with, professional and accountable, with simplified processes (and paperwork) that make life easier for everyone.

Our underwriting promise

We allocate a dedicated underwriter whenever an application comes on our system. This ensures consistency throughout the case as you'll be discussing it with the same person from start to finish.

Our team of underwriters receive extensive training that focuses on your customers and their individual proposition. In addition, our team will always investigate alternative funding lines across our lifetime mortgages should your initially chosen plan be unsuitable.

To ensure your application is processed quickly, be sure to follow our guidance on customer ID options.

Customer ID options

Our sales team is here to help

We have a service levels commitment to ensure your sales enquiry is answered within 24 hours.

Pure's Business Development Managers travel across the UK and are available for face-to-face meetings at events, too. Our fully trained and dedicated Telephone Business Development Managers on call within business working hours. Whether you have a tricky case or need more information on our products, you can reach out to us.

Find your local Telephone or Business Development Manager via our handy postcode finder.

Postcode Finder

Resources to help you

Pure Brochure

Click on the button to view our Pure Brochure.

Products & Solutions

Click on the button to view our different products and solutions.

Case Studies

Click on the button to view our Case Studies brochures.

What our customers say

Very good! We were guided through it all with great patience and understanding

Mr and Mrs Horsley, Wells

Extremely helpful team. Very happy with the service provided. Thank you.

Miss Penty and Miss Annesse, Margate

The whole process was stress free, anything that we did not understand was quickly addressed

Mr and Mrs Aill, Nottingham

Very quick, no problems progressing to completion

Mrs Dontavy, Harrow

Couldn’t ask for better service from beginning to end

Mr and Mrs Easson, Stonehouse

Thank you for being so kind and helpful at all times

Mrs Grainer, Doncaster

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