Pure Retirement

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

Product category

Lifetime Mortgages / Equity Release Lending

SIC

Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Senior Secured Direct Lending (FSANADAA)

Keywords

• Lifetime mortgages
• Equity release lending
• Later life mortgages
• Retirement lending
• Mortgage products

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. Valuation Fees: Surveyor's valuation fees charged to assess property value for lending purposes.
4. Funding Partner Relations: Partnerships with institutional funding partners (Rothesay Life, Just, RGA, Phoenix, PIC) who provide capital for lending operations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers12 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• My Care ConsultantcoreStrategic or Co-development PartnerPartnership 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 HealthminorOthersHealth plan provider offering healthcare benefits to Pure Retirement employees, assisting with day-to-day health-related expenses.
• Tree-NationminorStrategic or Co-development PartnerTree planting organization partnered with Pure Retirement for environmental initiatives. Company donates to Tree-Nation annually to support global reforestation efforts.
• Financial Conduct Authority (FCA)coreOthersUK 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 CouncilcoreOthersIndustry 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

Direct 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

• YouTubeyoutube.com/@pureretirementforourcustom6170/videos
• Xx.com/enjoylaterlife

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Pure Retirement