Pure Retirement has launched an online application journey, with an enhanced online form designed to streamline the adviser journey and provide improved functionality.

The firm says its changes to the online application journey mean that more information will be captured upfront during the process, reducing the amount of supplementary information that could potentially need to be requested and enabling improved timescales to offer.

As part of the project, the overall look and feel of the form has been considered from a user experience perspective, and as a result it now features greater usability and an accessibility focus. This includes improved navigation and ability to move directly between completed sections, the ability to complete the form using only the keyboard, clearer on-screen guidance, additional postcode lookup functionality, and the ability for advisers to save their progress throughout the form.

Additionally, the creation of a new questions set enables the adviser to provide more of the necessary information up front, eliminating the need to provide additional information separately after the app has been submitted. The question set is dynamic and able to adapt to the individual circumstances of the case, meaning that advisers won’t be faced with questions that aren’t relevant.

Advisers will benefit from a suite of on-boarding resources to help them make the most of the enhanced platform.

Andrew Clare, Pure’s head of operations, said: “We’ve been listening closely to adviser feedback regarding our systems and user journeys, and have delivered changes that not only demonstrate that we listen to our adviser network, but also offer them a market-leading user experience.

“With the market continually gaining increasing legitimacy as a mainstream retirement planning tool, we feel it’s important that advisers can transact with us in confidence and know that lodging a case with us is as straightforward as possible. It’s part of our ongoing commitment to innovation, delivered under our mission statement of ‘service made possible by technology, made meaningful by people’.”