Fluent Money has set up Fluent Lifetime Ltd –  representing the first phase of its investment in the equity release market.

It has also launched new mobile and website apps, including what it claims to be the first mobile app in the equity release market specifically for the benefit of end customers.

The app provides access to quotes and videos explaining the process. It also provides direct access to the adviser or case manager through live messaging.

Fluent Lifetime’s strategy is to make the equity release journey more efficient and the app also includes functionality such as document upload or download, latest case information and milestone tracking.

Aaron Conlon (pictured), Fluent Lifetime’s managing director, claims the firm’s approach will help to open up the sector with greater transparency and customer access to information and advice.

He said: “Our aim is to bring equity release advice to a wider cross section of the population thanks to being able to harness the advantages of technology via the internet as well as the all important human contact.

“We have worked very hard to make the whole process as accessible as possible and thanks to the pioneering work done by Fluent Group in the use of technology to improve the customer experience, we have a unique proposition to offer customers.”

Kevin Hindley, chief executive officer of Fluent Money Group, said: “Fluent is continuing to expand its proposition in the lending sector. Fluent Lifetime is the next step in that expansion.

“We have taken our time to fully research the sector and are making full use of our proven strengths in the application of technology and human customer service to provide a comfortable and stress free journey for people seeking to raise capital in later life. We are delighted to be launching this service.”