L&G’s Home Finance business has launched its Leading the Way campaign, a video-led initiative that highlights the real-life connections between customers taking out lifetime mortgages and the teams who support them behind the scenes.
These include customer service, underwriting and the Care Service teams, all of whom play a role in helping customers access equity from their homes.
The campaign marks ten years since L&G entered the lifetime mortgage sector. During that time, the business has helped over 100,000 customers release more than £6.5bn from their properties.
David G Jones, distribution director, home finance, L&G, said: “For many, deciding to release equity from their home will be one of the most significant decisions a person makes in retirement and the funds can quite literally be life-changing for customers. It’s easy to think that later life lending is purely a number crunching exercise, but it involves compassion, authenticity and teamwork – it can be very emotional.
“Advisers build enduring relationships with their clients – they attend 80th birthday parties, go to weddings, and meet the families. Advisers will naturally ask themselves whether their clients will be taken care of properly when they interact with lenders. The Leading the Way campaign is about highlighting that the level of care advisers have for their clients is mirrored by the team at L&G, who work behind the scenes and make a difference to customers every day.”
The campaign includes stories such as a customer using equity release to buy a wheelchair-friendly car while living with terminal cancer, and another who bought a home in Bournemouth to be closer to grandchildren. In one case, a customer even named her cat after a helpful underwriter.
To support advisers, L&G has published an interactive guide, Leading the Way with Lifetime Mortgages, which explains the range of lifetime mortgage options, the reasons customers might choose them, and key considerations.
The campaign also highlights L&G’s Care Concierge service – a free and confidential telephone guidance line offering impartial help on later life care options to customers and their families.
