Age Partnership

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

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

• Retirement financial advice
• Equity release advisory
• Pension income services
• Retirement mortgage advice
• Lasting power of attorney

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. 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.
2. Pension Income Services: Pension income advisory services provided through Age Partnership Wealth Management Limited, authorised and regulated by the FCA.
3. Mortgage Services: Mortgage advisory services for retirees and homeowners, including existing mortgage customers, retirement mortgages, and customers refused elsewhere.
4. Home Insurance: Home insurance referral and advisory services.
5. Lasting Power of Attorney: LPA advisory services provided through Age Assist Limited.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core 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.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct 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

• Xx.com/AgePartnership
• Facebookfacebook.com/AgePartnership

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Age Partnership