Lifetime Mortgage Specialists

As lifetime mortgage specialists, we provide flexible lifetime mortgages, built on a foundation of market-leading service levels, simplifying the journey for both you and your clients with:

  • Innovative and market-leading lifetime mortgage solutions
  • Bespoke resources to support your every need
  • Award-winning customer follow-on care

Laying the foundations for your customer’s journey into later life.

The Equity Release Council

You Can Trust Us

We have over 30 industry awards

More About Pure

We Are Experts

Lifetime mortgages is what we do

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We Are Flexible

Flexible lifetime mortgages for flexible lives

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We Support You

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We Support Your Customers

Award-winning customer follow-on care

Follow-On Care

We Care

Check out our CSR credentials

See Our CSR Brochure

Our Underwriting Promise

Having listened to your feedback we're pleased to offer a dedicated underwriter who is allocated to each application as it comes onto our systems, meaning you'll have the reassurance you will be dealing with the same person throughout the case, ensuring consistency throughout. Additionally, our team of underwriters benefit from an extensive training programme, focussing on your client and their individual proposition, providing accurate and timely decisions using the most appropriate method of contact to deliver case updates. We will always look into alternative funding lines across our lifetime mortgages should your initial chosen plan be unsuitable.

To ensure your application is processed quickly, be sure to follow our guidance on acceptable forms of ID for your customers.

An Accessible Sales Support Team

We have expanded our intermediary sales team to ensure we have the right level of resource and support for your requirements. From Business Development Managers that are on the road and at events to meet you in person, to our Telephone Business Development Managers that are available to take your call within business working hours. We have service levels in place to ensure your enquiry via our sales team is answered within 24 hours.

Whether you have a tricky case, need more information on our products please do get in touch. You can either find your area Telephone or Business Development Manager via our postcode finder, or email our intermediary sales team here.

Resources To Help You

Education Guides

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Market Reports

All the latest trends in the equity release market

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Adviser Portal

Register now or login to our adviser portal to create a KFI or Application

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Mortgage Award Winner 2022
Investors In People Gold Award
Money Facts Gold Award

Innovative Lifetime Mortgages

As experts in later life lending, our innovative lifetime mortgage solutions are designed to lay the foundations for your customer’s journey into later life, enabling your customers to access the value tied up in their homes. We believe our products are the most flexible lifetime mortgages on the market.

What makes them flexible:

  • Personalised pricing based on a customer's age, loan amount, property type and postcode
  • Direct debits, standing orders and debit card payments
  • Choice of fixed or variable ERCs
  • Varying ERC-free partial repayment amounts
  • Cashback options
  • Arrangement fee-free options

Criteria Search

Search our lifetime mortgages lending criteria

View Our Criteria


Lifetime mortgages calculators for repayments or overpayments

View Our Calculators

Adviser Portal

Register now or login to our adviser portal to create a KFI or Application

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Flexible Pricing

Customers benefit from a unique & personalised interest rate that factors in their:

  • Age
  • Loan amount
  • Property type (e.g. flat, detached, semi etc.)
  • Post code

Our Emerald, Classic and Sovereign plans offer flexible pricing, giving up to 1000 pricing points, tailored to your client needs. Achieve the best quote for your customer by entering a defined borrowing amount rather than the maximum when sourcing rates.

Discover Flexible Pricing


Mortgage Award Winner 2022
Investors In People Gold Award
Money Facts Gold Award

High LTV products

Allow your customer to release the maximum LTV from their property. Our Heritage and Emerald lifetime mortgages now have the highest LTVs. These product ranges offer LTVS of up to 57% with our Heritage lifetime mortgages also offering up to 5.5% cashback, helping customers to access the funds they need to lay foundations for a seamless journey into later life.

Click here to learn about our LTVs of up to 57% and up to 5.5% cashback.

Our Products

First-Class Follow-On Care

Our dedicated Customer Account Service Managers are here to support your customers to completion and beyond, helping them to build a stronger future, whatever their circumstances.

  • Award-winning service tailored to meet all your customer needs
  • A growing customer account servicing team, dedicated to post-completion support
  • Dementia friends trained staff to support your customers, whatever their circumstance

We're here help your customers to build a stronger future

Our Commitment To Society

At Pure, we aim to make a positive contribution within our own market and to the wide world around us.

Read our Corporate Social Responsibility Brochure

Helping hands holding a plant

Putting Your Customers First

All our Customer Account Specialists are enrolled in a 12-week training programme when starting at Pure Retirement. Each employee receives extensive call training and coaching. The training focuses profoundly on building empathy and communication skills whilst each employee also receives dementia friends training. This ensures that our team understand the needs and emotions of your customers and are prepared to support them to a high standard after graduation. We have a dedicated trainer for the Academy who teaches processes and uses his experience to coach and mentor the trainees.

Resources To Help You

We Support Your Customers

Award-winning customer follow-on care

Visit Our Follow-On Care

We Care

We give back to our local communnity

View Our CSR Brochure

We Are Flexible

We provide flexible lifetime mortgages for flexible lives

View Our Products


Mortgage Award Winner 2022
Investors In People Gold Award
Money Facts Gold Award
Mortgage Award Winner 2022

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