Legal & General has launched a new campaign to mark the tenth anniversary of its Home Finance business, shining a light on the people working behind the scenes to support lifetime mortgage customers.
The Leading the Way campaign focuses on the human connections that underpin equity release, with staff from across customer service, underwriting and care teams sharing personal stories of how they’ve helped customers through some of life’s most emotional moments.
Since entering the lifetime mortgage market in 2015, L&G’s Home Finance business has helped over 100,000 people release more than £6.5bn of equity from their homes. The new campaign includes a series of short films highlighting the real experiences of customers and the employees who supported them.
Among the stories shared is that of a customer who used funds to buy a wheelchair-accessible car to travel the country after a terminal diagnosis, and another who bought a home near family in Bournemouth. One customer was so impressed with her underwriter, she named her cat after them.
David G Jones, distribution director for Home Finance at Legal & General, 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.”
NEW GUIDE
The campaign also introduces a new interactive guide, Leading the Way with Lifetime Mortgages, designed to help advisers support customers in navigating the complexities of later life lending. It provides accessible explanations of the types of lifetime mortgages available and the factors customers should consider when deciding whether to release equity.
A key part of L&G’s wider support framework is its Care Concierge service, a confidential telephone-based guidance service for lifetime mortgage customers and their families. The team offers impartial advice on finding, funding and understanding care options in later life.
The video series and guide are available to advisers now as part of L&G’s commitment to helping customers make informed and confident decisions in retirement.
