Legal & General’s Home Finance business has launched its ‘Leading the Way’ campaign to highlight the lifetime mortgage journey.
The video-led campaign highlights the real life stories behind each equity release application.
This will include members of the L&G team recounting stories that have left lasting impressions on them, from a customer who released equity to buy a wheelchair-friendly car to travel the country while suffering from cancer, to another customer buying a house to be closer to their family.
L&G Home Finance distribution director, David G Jones, 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.”
‘Leading the Way’ is designed to bring to life for both advisers and customers alike, the human faces behind lifetime mortgage application.
To support advisers have meaningful conversations with their clients and best equip them to explore all options, L&G has launched an interactive guide to simplify and clarify elements that clients might find complex and inaccessible.
The guide, ‘Leading the Way with Lifetime Mortgages’, is a resource exploring the types of lifetime mortgages available, why people opt for a lifetime mortgage and key factors to consider.
The campaign launches as the business celebrates a decade in the lifetime mortgage sector.
tom.dunstan@ft.com
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