Lifetime mortgage lender Pure Retirement has unveiled a newly overhauled website aimed at improving the adviser journey, with a strong focus on accessibility and access to resources.
The new site introduces a suite of enhancements designed to streamline use for intermediaries. Among its key features are four online calculators, two of which are entirely new. A maximum loan-to-value calculator now appears on the homepage, enabling advisers to quickly determine the maximum lending available to clients. In addition, a universal interest servicing calculator helps advisers illustrate the benefits of regular repayments.
To further aid decision-making, product comparison tables have been introduced, enabling a more efficient review of key features across Pure’s range of lifetime mortgage products. These are supported by an expanded resources section, including a marketing toolkit and a new academy area. The academy features practical marketing guides and insight articles aimed at deepening adviser understanding of audience behaviour and customer needs.
Alongside improvements for advisers, the new website offers consumers more comprehensive information. This includes content for both prospective and existing clients, intended to provide objective, clearly presented facts about lifetime mortgages and their implications.
Pure Retirement has stated that the redesign was guided by extensive adviser feedback, with usability placed at the core of the development process. Navigation has been simplified, enabling users to quickly locate essential tools and information without needing to navigate through multiple layers of content.
The website has also been built in accordance with the Web Content Accessibility Guidelines (WCAG), a global standard for digital accessibility established by the World Wide Web Consortium. This ensures the site is accessible to users with a range of needs, in line with industry best practices.
Scott Burman, head of distribution at Pure Retirement, said: “The launch of the Equity Release Council’s updated standards put a spotlight on transparency and supporting advisers and consumers alike in being able to make informed decisions.
“As a result, the launch of our new website offers a timely reminder of our commitment to supporting advisers and their clients by putting resources and accessibility at the forefront of the user journey and providing the necessary key information to aid in making informed decisions.
“We look forward to continuing to update and further improve it going forward to ensure the best possible experience for all users.”
