Skip to main content

Pure Retirement


Founded on the belief that everyone deserves to enjoy their later years, at Pure we offer customers highly competitive lifetime mortgage solutions. They’re known for providing award-winning service, and an ever-evolving broker portal offering online applications, case tracking facility and bespoke marketing support for advisers.

Why Pure Retirement?

Pure Service

We’re committed to offering market-leading service standards, with a comprehensively expanded Intermediary Sales division to cater for adviser needs, and a bespoke Customer Account Servicing department which has undergone a period of large growth and which now boasts a total portfolio in excess of £2.5bn.

Our Support  

We’re dedicated to education for advisers through a variety of mediums, including our popular webinar and virtual event series. We’ve also introduced new adviser facing and customer-centred content through our pair of dedicated YouTube channels, as well as creating a video resource page for advisers to share with their clients. We’ve additionally expanded our support offering to advisers to include quarterly marketing reportsmonthly market insight blogs, and a postcode finder tool to help advisers to find their regional sales support.


Pure Retirement have 3 lifetime mortgage products for customers to choose from:

Heritage: Customers can enjoy the flexibility of our Heritage Lifetime Mortgages. With ERC-free early repayment options available. Customers can choose between Fixed and GILT Early Repayment Charges, and there is no maximum property value.

For more details click here.

Heritage Freedom 40: Heritage Freedom 40 is the most flexible product on the Lifetime Mortgages market. It allows 40% ERC-free repayments and 12 payments can be made within a year.

For more details click here.

Sovereign:  Customers can enjoy the widest ranging underwriting criteria of our Lifetime Mortgages. There are no maximum property value thresholds, fees and cashback packages are available, as well as an Elite range of products.

For more details click here.

Key Features:

  • Equity Release Specialists – with a range of flexible lifetime mortgages
  • Direct Personal Access to Sales, Application Support and Underwriting Teams – supporting with any case queries you may have
  • Bespoke Marketing Support – Helping you reach your customer base
  • Easily-accessible Technology Solutions – mobile app, case tracking facilities and online portal
  • First class follow-on care – with a customer account services team that exclusively deal with the over 55s

Useful Links

Registration Process:

To register please email: and we will request the information we need. TMA will then show on your drop-down list when submitting business.

Contact details:

BDM Finder: Use the BDM Finder to find your BDM Team.

Get in touch with us today.

Need criteria support? Contact the experts on our Broker Support Team.