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Pure Values

Honest, simple and responsible

Why are Pure Retirement different?

We bring a focus and accessibility to our customers. We understand that choosing to release equity from your home is an important decision that needs real thought and care, and passionately believe that it should not be a complicated and confusing process.

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

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.

So what does this actually mean for our customers?

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

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.