Overview

Pure Retirement delivers outcomes-based lifetime mortgages, backed by dedicated Intermediary Sales and Customer Account Servicing teams to ensure a first-class experience for both advisers and customers throughout their journey.

The lender is committed to providing advisers with resources to best reach their clients and to enhance their market knowledge, available through a variety of mediums, including webinars, industry reports, and a marketing toolkit equipping advisers with free digital and print resources designed to reach equity release customers. The bespoke materials allow advisers to have complete ownership over their materials and personalise them with their own branding. 

Pure’s underwriting promise: When an application is submitted, a dedicated underwriter is assigned to handle the case. This process maintains consistency, as you’ll discuss details with the same underwriter throughout the case. Please note, there may be circumstances where an underwriter is supported by the rest of the team to ensure a timely process.

Customer care: Pure’s award-winning Customer Account Servicing team specialises in serving individuals over the age of 55 and is comprehensively trained in empathy, how to support vulnerable customers, and addressing sensitive topics such as bereavement. 

Self-manage with MyPure 
MyPure is our user-friendly online account management platform, enabling lifetime mortgage customers to independently manage and review their plans online. It’s the only customer-platform of its kind in the later life lending market. 

Pure’s Lifetime Mortgages 
Pure’s lifetime mortgages feature fixed and flexible pricing options, as well as: 

• No negative equity guarantee
• Single and / or joint applications
• Mortgage porting available
• Ad hoc or monthly optional partial repayments

Classic: Offering some of the most competitive lifetime mortgage rates in the market alongside personalised pricing and no upfront initial loan fees. Direct debits are available to help customers schedule up to 12 repayments per year, from the product’s allowance of 10% ERC-free partial repayments. 

Heritage: Pure's Heritage lifetime mortgages have no upfront initial loan fees, and customers can also choose an interest servicing option empowering them to borrow their way with a discounted interest rate. Additionally, there is no maximum property value or customer age, and age-restricted properties can be considered. 

Sovereign: Customers can enjoy the widest ranging underwriting criteria of Pure's lifetime mortgages, for example, the Sovereign range considers single applicants who are married, 100% flat roof properties, plus those with up to 20 acres of land. There are no maximum property value thresholds; fees and cashback packages up to 4% are available.  

Emerald: Emerald has 7-year fixed ERCs and has no upfront initial loan fees. Our Emerald lifetime mortgages allow clients to access high LTVs combined with the flexibility to be able to make optional partial repayments up to 12% annually without incurring any early repayment charges (ERCs). These can be made annually, ERC-free via Direct Debit.