Pure Retirement Ltd are a specialist equity release lender, driven by core values of honesty, simplicity and responsibility to offer flexible lifetime mortgage products that provide retirees with simple and straightforward retirement planning solutions. With Pure Retirement’s market-leading adviser support, financial advisers can benefit from a wealth of specialist market tools designed to support them when providing equity release advice, including free equity release marketing tools, regular market insight and hands-on support from a dedicated Intermediary Sales team. Offering a range of flexible products across the Classic, Sovereign, Heritage and Freedom 40 ranges and first class follow-on care, equity release customers can benefit from a lifetime mortgage plan that works for them. From repayment options to lending criteria that takes in to account client wants and needs, flexibility is at the core of Pure Retirement’s lifetime mortgage solutions. The vision of CEO, Paul Carter, is to offer value for money solutions through the UK's breadth of regulated equity release advisers, with an aim to become one of the top three lenders in the market. Paul also sits on the board of the Equity Release Council (ERC), a trade body seeking to set high industry standards and raise awareness of how housing wealth can help consumers with financial challenges. Choosing to release money from your home is a big decision, which is why Pure only accepts applications through financial advisers and intermediaries who are suitably qualified to give full and comprehensive advice.