Pure Retirement
- Company typePrivate
- Founded2013
- HeadquartersLeeds, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingServices
Pure Retirement firmographics
Firmographics- Name
- Pure Retirement
- Legal name
- Pure Retirement Limited
- Website
- https://pureretirement.co.uk
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Pure Retirement industry classification
Industry- Product category
- Lifetime Mortgages / Equity Release Lending
- SIC
- Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Senior Secured Direct Lending (FSANADAA)
Keywords
Where Pure Retirement is headquartered
LocationHeadquarters
- HQ city
- Leeds
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Pure Retirement business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- Lifetime Mortgage Interest: Revenue generated from compound interest charged on lifetime mortgage loans. Interest is calculated daily and added to the balance monthly on a compound basis. The loan is repaid when the customer passes away, enters long-term care, or redeems early.
- Arrangement Fees: Some lifetime mortgage plans include an arrangement fee up to £700, which can be paid upfront at application or added to the loan on completion.
- Valuation Fees: Surveyor's valuation fees charged to assess property value for lending purposes.
- Funding Partner Relations: Partnerships with institutional funding partners (Rothesay Life, Just, RGA, Phoenix, PIC) who provide capital for lending operations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | One time/ perpetual license | Surveyor's valuation fee for property assessment |
| One time/ perpetual license | One time/ perpetual license | Lender's arrangement fee |
| Other | One time/ perpetual license | Adviser's advice fee |
| Other | One time/ perpetual license | Solicitor's legal fees |
| Transaction based/ take rate | Pay-as-you-go | Early Repayment Charges (ERC) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Pure Retirement product offering
Product offeringCore offering
Pure Retirement is a specialist UK lifetime mortgage lender that releases equity from residential property for homeowners aged 55 and over through two core products—a Lump Sum lifetime mortgage and a Drawdown lifetime mortgage—each offering fixed interest rates, no required monthly repayments, optional partial repayments without early repayment charges, and a No Negative Equity Guarantee. Applications are accepted exclusively via qualified independent equity release advisers, and existing customers are supported through the MyPure online account management platform for balance viewing, repayments, cash release applications, and document access.
Product overview
Pure Retirement is a specialist lifetime mortgage lender founded in 2013, exclusively serving the later life lending market for homeowners aged 55 and over. The company's product portfolio centers on two main lifetime mortgage variants — a Lump Sum product for single upfront cash release and a Drawdown product for staged access to funds — both offering the flexibility of optional repayments without early repayment charges. Supporting these core lending products is MyPure, a proprietary online account management platform that provides customers with round-the-clock access to account features including balance viewing, cash release applications, and document management. All products are regulated by the Financial Conduct Authority and adhere to Equity Release Council standards, featuring a no negative equity guarantee.
Differentiator
Problem solved
Functional benefit
Brands
- MyPure: Online account management platform enabling customers to self-manage their lifetime mortgage, view balances, make repayments, apply for cash release, and complete annual occupancy certifications.
Products and services
- Lifetime Mortgage (Lump Sum) A lifetime mortgage product for UK homeowners aged 55+ that releases tax-free equity from their property as a single lump sum, with fixed interest rates, no required monthly repayments, interest compounded monthly and added to the balance, optional partial repayments without early repayment charges, the ability to port to a new property, and a No Negative Equity Guarantee. The loan is repaid when the customer passes away, enters long-term care, or otherwise redeems; applications are accepted only from qualified independent equity release advisers.
- Lifetime Mortgage (Drawdown) A drawdown lifetime mortgage for UK homeowners aged 55+ that allows them to release funds from their property in stages rather than as a lump sum, with interest charged only on the amount actually drawn rather than the full facility. Offers greater control over interest accumulation while retaining fixed interest rates, no required monthly repayments, optional partial repayments without early repayment charges, the ability to port to a new property, and a No Negative Equity Guarantee. Applications are accepted only from qualified independent equity release advisers.
- MyPure Online Account Management Platform An industry-first online account management platform providing existing Pure Retirement lifetime mortgage customers with round-the-clock self-service capabilities via smartphone, tablet, or PC. Features include viewing account balance, viewing transaction history, making optional repayments, applying for cash release, completing annual COCO (continued occupancy) submissions, and downloading statements, reducing the need for calls to the Customer Account Servicing team.
Quantifiable outcome
- Interest can be reduced by making optional partial repayments - example shows £13,093 net interest saving over 15 years with £150/month repayments on £50,000 loan at 5% MER
- +1 more outcomes
Companies that use Pure Retirement
Customer profileNamed customers12 records
Segments2 records
Ideal customer profiles2 records
Pure Retirement technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Pure Retirement partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- My Care ConsultantcorePartnership providing expert guidance on later life care options. My Care Consultant's resources on the 9 ways to pay for care are made exclusively available to Pure Retirement's audience. Their My Care Hub digital service provides information on UK care systems.
- Westfield HealthminorHealth plan provider offering healthcare benefits to Pure Retirement employees, assisting with day-to-day health-related expenses.
- Tree-NationminorTree planting organization partnered with Pure Retirement for environmental initiatives. Company donates to Tree-Nation annually to support global reforestation efforts.
- Financial Conduct Authority (FCA)coreUK financial regulator that oversees and regulates Pure Retirement's activity as a lifetime mortgage lender. Pure Retirement is regulated by the FCA under its registration number.
- Equity Release CouncilcoreIndustry trade body that sets governance standards and Code of Conduct for equity release providers. Pure Retirement is a member and supporter of the Council, adhering to its standards.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Pure Retirement competitors and assessment
Company assessmentDirect peers
- Bridgewater Equity Release: UK specialist equity release adviser and lending intermediary. Comparable specialist focus on the over-55s equity release market, operating in the same adviser ecosystem that Pure Retirement serves.
- More2Life: UK specialist lifetime mortgage lender focused exclusively on equity release, distributing through advisers. Pure Retirement's closest specialist competitor with similar product range and adviser-only model.
- Hodge Lifetime (Hodge Bank): Specialist UK lender offering lifetime mortgages and retirement interest-only mortgages through advisers. Directly comparable specialist focus and intermediary distribution to Pure Retirement.
Broad incumbents
- Just Group (Just Retirement): UK specialist in retirement products including lifetime mortgages. Notable as both a direct competitor in the adviser channel and an existing institutional funding partner of Pure Retirement.
- Canada Life (UK): UK division of a major life insurer offering lifetime mortgages through advisers. Comparable product set (lump sum and drawdown) and adviser distribution model make it a close competitor to Pure Retirement.
- Royal London (Equity Release): UK mutual insurer offering lifetime mortgages via advisers as part of a wider retirement proposition. Comparable product and channel to Pure Retirement but with materially larger balance sheet and brand reach.
- Aviva (Equity Release): Major UK insurer with a significant equity release offering, distributing lifetime mortgages through advisers. Competes with Pure Retirement at the larger end of the market with a broader product portfolio and balance sheet.
- LV= (Equity Release): UK mutual insurer offering lifetime mortgages as part of its wider financial services portfolio. Competes with Pure Retirement in adviser-distributed lifetime mortgages with the backing of a larger balance sheet.
- Legal & General Home Finance: One of the largest UK lifetime mortgage providers, part of Legal & General, a major insurer. Offers lump sum and drawdown lifetime mortgages via financial advisers, directly competing with Pure Retirement in the same adviser channel and product set.
Emerging players
- Responsible Equity Release: UK equity release specialist focused on ethical lending and customer outcomes. Operates in the same adviser-distributed equity release market with a more niche, values-driven positioning relative to Pure Retirement.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Pure Retirement social profiles
Digital presencePure Retirement compliance and trust
Trust signalCompliance3 records
Pure Retirement financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pure Retirement leadership team
Management profileNumber of profiles
Profiles4 records
Pure Retirement funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pure Retirement 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 Pure Retirement
What does Pure Retirement do?
Pure Retirement is a specialist UK lifetime mortgage lender that releases equity from residential property for homeowners aged 55 and over through two core products—a Lump Sum lifetime mortgage and a Drawdown lifetime mortgage—each offering fixed interest rates, no required monthly repayments, optional partial repayments without early repayment charges, and a No Negative Equity Guarantee. Applications are accepted exclusively via qualified independent equity release advisers, and existing customers are supported through the MyPure online account management platform for balance viewing, repayments, cash release applications, and document access.
Is Pure Retirement a public or private company?
Pure Retirement is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Pure Retirement founded?
Pure Retirement was founded in 2013. It employs 101 to 250 people.
Where is Pure Retirement based?
Pure Retirement is headquartered in Leeds, United Kingdom, in the Europe region.
How does Pure Retirement make money?
Four revenue lines are on record. Lifetime Mortgage Interest is the primary driver. The others are arrangement Fees, valuation Fees and funding Partner Relations.
Who are Pure Retirement's main competitors?
Direct peers on record are Bridgewater Equity Release, More2Life and Hodge Lifetime (Hodge Bank). Broad incumbents are Just Group (Just Retirement), Canada Life (UK), Royal London (Equity Release), Aviva (Equity Release), LV= (Equity Release) and Legal & General Home Finance. Responsible Equity Release is listed as an emerging player.
Does Pure Retirement have an API?
No public API is recorded for Pure Retirement.
What industry is Pure Retirement in?
Pure Retirement's product category is Lifetime Mortgages / Equity Release Lending. Its primary akta.pro industry code is FSANADAA, Senior Secured Direct Lending. Its SIC code is 6162.