Age Partnership
- Company typePrivate
- Founded2004
- HeadquartersLeeds, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingServices
Age Partnership firmographics
Firmographics- Name
- Age Partnership
- Legal name
- Age Partnership Limited
- Website
- https://agepartnership.co.uk
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Age Partnership industry classification
Industry- Product category
- Retirement Financial Advisory
- NAICS
- Services for the Elderly and Persons with Disabilities (624120)
- SIC
- Loan Brokers (6163), Investment Advice (6282)
- akta.pro primary industry
- Housing & Placement Coordination (Assisted Living, Memory Care, SNF) (HSABAIAL)
- akta.pro secondary industry
- Elder Services & Aging Support (BPAGAEAF)
Keywords
Where Age Partnership is headquartered
LocationHeadquarters
- HQ city
- Leeds
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Age Partnership business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Equity Release Advisory: Age Partnership provides regulated financial advice on equity release products. The company charges an advice fee of £1,995 upon case completion, with initial advice provided free of charge.
- Pension Income Services: Pension income advisory services provided through Age Partnership Wealth Management Limited, authorised and regulated by the FCA.
- Mortgage Services: Mortgage advisory services for retirees and homeowners, including existing mortgage customers, retirement mortgages, and customers refused elsewhere.
- Home Insurance: Home insurance referral and advisory services.
- Lasting Power of Attorney: LPA advisory services provided through Age Assist Limited.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Professional services/ project-based | One time/ perpetual license | Free initial consultation with £1,995 fee on completion |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Age Partnership product offering
Product offeringCore offering
Age Partnership provides regulated retirement finance advice and intermediary services to UK consumers aged 55 and over, specialising in equity release (lifetime mortgages and home reversion plans), pension income products (annuities and drawdown), specialist retirement mortgages, home insurance, and Lasting Power of Attorney services. The company delivers free initial consultations via UK-based telephone advisors and an online platform, charging a £1,995 advice fee only upon completion of an equity release case.
Product overview
Age Partnership operates as a unified financial advisory platform offering retirement-focused products and services. The core offering centers on Equity Release products (lifetime mortgages and home reversion plans), supported by Pension Income services (annuities, drawdown). Additional services include specialist Mortgages, Home Insurance, and Lasting Power of Attorney. The platform provides free calculators for equity release, pension income, mortgages, and pension tax calculations as lead-generation and advisory tools. Age Partnership is FCA authorized and regulated for equity release, mortgages, home insurance, and pension income advice, with FCA registered numbers 425432 and 670493.
Differentiator
Problem solved
Functional benefit
Products and services
- Equity Release Regulated advice on equity release products allowing UK homeowners aged 55+ to release tax-free cash from their property value via home reversion plans or lifetime mortgages secured against the property. £1,995 advice fee on case completion.
- Pension Income Retirement income advisory service covering Lifetime Annuities, Fixed-Term Annuities, and Pension Drawdown to help customers maximise their pension savings, delivered by Age Partnership Wealth Management Limited.
- Mortgages Specialist mortgage advice for various segments including existing mortgage holders, interest-only borrowers, retirement mortgage customers, those refused elsewhere, buy-to-let investors, and first-time buyers, with whole-of-market review.
- Home Insurance Home insurance products and advisory service offered as part of the company's broader financial services portfolio for UK customers.
- Lasting Power of Attorney (LPA) Legal service enabling customers to designate someone to make financial and health decisions on their behalf if they become unable to do so themselves, delivered by subsidiary Age Assist Limited.
- Switch your Equity Release plan Advisory service allowing existing equity release customers to switch to a more suitable plan, potentially improving their terms.
- Pension MOT Service Review service that analyses a customer's existing pension arrangements to identify potential improvements, optimisation opportunities, or better retirement income outcomes.
Companies that use Age Partnership
Customer profileSegments4 records
Ideal customer profiles4 records
Age Partnership technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Age Partnership partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights4 records
Age Partnership competitors and assessment
Company assessmentDirect peers
- Key Retirement: UK equity release and retirement advice specialist operating as a direct intermediary between older homeowners and lenders, with a very similar product set (lifetime mortgages, retirement mortgages, annuity referrals) and target customer (55+ UK homeowners). Closest like-for-like competitor to Age Partnership in scale and go-to-market.
- Just Group: UK-listed specialist in retirement income products including lifetime annuities, fixed-term annuities and equity release. Comparable as a UK retirement-finance intermediary whose core customers are 55+ retirees converting property/pension wealth into income.
- Pure Retirement: UK equity release specialist providing lifetime mortgage products and adviser support. Directly comparable to Age Partnership in serving the 55+ owner-occupier segment with retirement-property-backed lending solutions.
- More2Life: UK later-life lending specialist focused on lifetime mortgages and equity release, serving the same 55+ customer base through intermediary channels. Comparable business model and product focus as Age Partnership.
- SunLife: UK over-50s specialist offering equity release, funeral plans and retirement income products. Closely comparable to Age Partnership in targeting the 55+ demographic with retirement finance solutions, including direct equity release advice.
- Responsible Life: UK later-life mortgage specialist offering lifetime mortgages and equity release products via intermediary and direct channels. Comparable to Age Partnership in focusing specifically on the over-55 home-owner segment.
Broad incumbents
- LV= Retirement (Equity Release): Large UK mutual insurer offering lifetime mortgages and retirement products alongside a much broader general insurance and protection portfolio. Comparable on the equity release product line, but a much larger diversified incumbent with broader channels.
- Legal & General (Retirement): Mega-cap UK financial services group offering lifetime mortgages, annuities and drawdown alongside asset management and insurance. Overlaps Age Partnership on retirement income and lifetime mortgage products but as part of a much larger institutional platform.
- Aviva (UK Retirement): One of the UK's largest insurers with annuities, pension drawdown, lifetime mortgages and equity release within a broad life and pensions portfolio. Comparable on retirement products but as a mainstream incumbent with significant direct-to-consumer scale.
- Canada Life UK: UK arm of Canada Life offering lifetime annuities, drawdown and equity release alongside broader group protection. Comparable on the retirement income/equity release overlap but operating as a large institutional insurer rather than a specialist advisor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Age Partnership social profiles
Digital presenceAge Partnership compliance and trust
Trust signalCompliance3 records
Age Partnership financial estimates
Financial estimateRevenue estimate
Valuation estimate
Age Partnership leadership team
Management profileNumber of profiles
Profiles1 record
Age Partnership subsidiaries and ownership
Company hierarchySubsidiaries4 records
Age Partnership funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Age Partnership M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Age Partnership
What does Age Partnership do?
Age Partnership provides regulated retirement finance advice and intermediary services to UK consumers aged 55 and over, specialising in equity release (lifetime mortgages and home reversion plans), pension income products (annuities and drawdown), specialist retirement mortgages, home insurance, and Lasting Power of Attorney services. The company delivers free initial consultations via UK-based telephone advisors and an online platform, charging a £1,995 advice fee only upon completion of an equity release case.
Is Age Partnership a public or private company?
Age Partnership is a private company. It is classified as corporate owned and is currently operating.
When was Age Partnership founded?
Age Partnership was founded in 2004. It employs 251 to 500 people.
Where is Age Partnership based?
Age Partnership is headquartered in Leeds, United Kingdom, in the Europe region.
How does Age Partnership make money?
Five revenue lines are on record. Equity Release Advisory is the primary driver. The others are pension Income Services, mortgage Services, home Insurance and lasting Power of Attorney.
Who are Age Partnership's main competitors?
Direct peers on record are Key Retirement, Just Group, Pure Retirement, More2Life, SunLife and Responsible Life. Broad incumbents are LV= Retirement (Equity Release), Legal & General (Retirement), Aviva (UK Retirement) and Canada Life UK.
Does Age Partnership have an API?
No public API is recorded for Age Partnership.
What industry is Age Partnership in?
Age Partnership's product category is Retirement Financial Advisory. Its primary akta.pro industry code is HSABAIAL, Housing & Placement Coordination (Assisted Living, Memory Care, SNF), with a secondary code of BPAGAEAF, Elder Services & Aging Support. Its NAICS code is 624120 and its SIC code is 6163.