Pure Equity Release: What to Know in 2024

Pure Retirement focuses on providing a variety of lifetime mortgages that offer flexibility, such as lump-sum or drawdown options, and features designed to protect your estate, including a no-negative-equity guarantee. They differentiate themselves with a strong emphasis on customer education and support.
  • Last Updated: 17 May 2024
  • Fact Checked Fact Checked
  • Our team recently fact checked this article for accuracy. However, things do change, so please do your own research.


Francis Hui
What Is Pure Equity Release and How Does It Work in the UK? Do You Want to Know About Its Fees and Interest Rates? Find Out if Pure's Lifetime Mortgages Are for You Here...
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Key Takeaways
  • Pure equity release is a financial product allowing homeowners aged 55 or over to secure a loan secured against the home that is repaid, with interest, when the homeowner dies or moves into long-term care.
  • While it offers instant capital with no monthly dues, beware of growing debt, a dip in inheritance value, and the roll-up interest, which may inflate debt and affect inheritance plans.
  • Eligibility hinges on being over 55, owning your well-maintained property in the UK, and meeting lender standards.

Imagine working hand-in-hand with equity release specialists to obtain the best equity release plan just for you!

That is what Pure aims to do by acting in an honest and transparent way at all times.

With several equity release awards in 2022, and 2023, and before under it’s belt, could Pure’s equity release plans be just what you have been looking for?

In This Article, You Will Discover:

    Our dedicated team has combed through the market to identify some of the top equity release providers just for you.


    Who Offers the Lowest Rates in 2024?

    Discover the Lowest Rates & Save

    Request a FREE call back & discover:

    • Who offers the LOWEST rates available on the market.
    • Who offers the HIGHEST release amount.
    • If you qualify for equity release.
    Pure Retirement Equity Release

    NOTEEvery Investor is an impartial and unconnected third-party information provider via this website, and the details replicated in this commentary represent the opinions of Every Investor only and may not reflect the views or opinions of Pure. This article must not be interpreted as advice, nor is it a solicitation to conduct transactions in any financial product provided by Pure.

    Who Is Pure Retirement and What Do They Offer?

    Pure is a Leeds-based entity that offers mortgages and home finance solutions.

    As a multi-award-winning lender, Pure is one of the leading providers of equity release.

    It is committed to acting in the best interest of it’s customers, as well as ensuring excellent customer service.

    Pure is a member of the Equity Release Council1, and is authorised and regulated in the UK by the Financial Conduct Authority (FCA)2.

    What Is Pure Retirement Equity Release?

    Homeowner equity release provides a means for seniors to utilize the equity in their homes for financial gain, bypassing the need to sell.

    It’s a method for transforming home equity into liquid assets.

    This financial model is characterized by its repayment schedule.

    The borrowed amount, plus interest, is repaid at the home’s eventual sale, commonly after the homeowner’s death or move to a care facility.

    Why Consider Pure for Your Equity Release?

    You should consider Pure because:

    • It has been a winner at the Equity Release Awards3 for three consecutive years.
    • It specialises in equity release.
    • It has a proven track record of excellence and great customer service.
    • It believes in acting in a transparent and honest manner.

    What Equity Release Services Does Pure Retirement Offer?

    Pure offers services relating to mortgages and home finance.

    What Equity Release Schemes Does Pure Offer and What Features Do They Include?

    Pure offers diverse equity release schemes, featuring flexible withdrawal options and inheritance protection.

    Does Pure Offer Equity Release or Lifetime Mortgages?

    Yes, Pure does offer equity release.

    What Are the Different Equity Release Schemes Offered by Pure?

    Pure’s equity release schemes are in the form of lifetime mortgages.

    The lifetime mortgage plans are:

    • Emerald
    • Classic
    • Sovereign
    • Heritage
    • Heritage Freedom

    What Features Do Pure’s Equity Release Schemes Offer?

    Pure’s schemes boast unique features, including voluntary repayment options and fixed interest rates.


    • Maximum LTVs4 29.50 – 57.50%*.
    • Property Value: £120,000 – £2mln.


    • Maximum LTVs 27 – 54%*.
    • Property Value: £125,000 – £2mln for standard range
    • No maximum property value for Elite products


    • Maximum LTVs 23.00% to 52.00%*.
    • Property Value: £70k – No maximum.


    • Maximum LTVs from 24.70% to 57.00%*.
    • Property Value: £70k – No maximum.

    Heritage Freedom

    • Maximum LTVs from 24.70% to 53.50%*.
    • Property Value: £70k – No maximum.

    *While we regularly review our rates, these may have changed since our last update.

    What Are Pure’s Interest Rates for Equity Release, What Fees Are Involved, and Is There a Calculator Available?

    Pure’s equity release interest rates vary, with transparent fees and an accessible online calculator for customers.

    How Do Pure’s Equity Release Interest Rates Compare?

    Pure’s equity release interest rates depend on the rate at the time you take the plan. 

    Annual fixed interest rates start from 5.25% to 6.30% AER*.

    However, the lifetime mortgages have a higher interest rate than a standard mortgage.

    This is because the interest rate is fixed for life, safeguarding you from any fluctuations.

    What Fees Are Associated with Pure Equity Release?

    Pure’s fees include a valuation fee, arrangement fee, your solicitor’s fee, as well as advice fees. 

    Pure may also contribute to some of the costs for setting up your equity release.

    It is advisable to contact a Pure advisor to obtain the most accurate estimation for your needs.

    Is There a Pure Retirement Equity Release Calculator Available?

    Yes, Pure does have an equity release calculator.

    If you are looking for a comparison, why not try our easy-to-use calculator below to obtain an approximation of how much you could release from your home?

    What Are the Pros and Cons of Choosing Pure for Equity Release? What Do Reviews Say About Pure Retirement Equity Release?

    Choosing Pure for equity release presents distinct advantages and drawbacks, as reflected in varied customer reviews.

    What Are the Pros and Cons of Choosing Pure for Equity Release?

    The advantages of Pure include being authorised and regulated in the UK by the Financial Conduct Authority (FCA), however, a disadvantage is that it only offers a limited product range.

    Pure Pros

    • Proven track record and awards for excellence.
    • Specialises in equity release.
    • Member of the Equity Release Council and authorised and regulated in the UK by the Financial Conduct Authority (FCA).
    • Fixed interest for life.
    • Flexibility to move house, depending on lending criteria.

    Pure Cons

    • Reduced estate and assets if you opt for equity release.
    • Minimum qualifying age of 60.
    • Limited products to choose from.
    • Not forthcoming with information on it’s website.

    How We Conducted the Pure Retirement Equity Release Review

    In reviewing Pure’s information, we researched it’s history, it’s product offering, and it’s fees to provide you with this guide.

    The information we found on Pure is positive.

    We believe it is an excellent choice if you want to deal with an experienced team.

    This is especially true if you are looking for specialists in later-life mortgages and finance.

    NOTE: This article is an unaffiliated, independent, third-party, review of Pure Retirement.

    What Do Customer Reviews Say About Pure Retirement Equity Release?

    Pure customer reviews have been largely complimentary online.

    It has a 4.4 out of 5 rating on Trustpilot5.

    It’s customer service has been described as excellent, and it’s team comes highly recommended.

    What Are Pure Retirement’s Regulatory Details, Support, and Contact Information?

    Pure Retirement provides comprehensive support and contact options, adhering to strict regulatory standards.

    How Does Pure Retirement Address Equity Release Complaints?

    Should you have a complaint about Pure, you can raise your concerns by telephone, by email, or by completing an online feedback form.

    Alternatively, you can voice your concerns on any of the popular review sites, such as Trustpilot or Feefo6.

    What Support and Resources Does Pure Retirement Offer Financial Advisers?

    Pure Retirement is dedicated to supporting financial advisers with comprehensive resources tailored to enhance their advisory services.

    If you’re an adviser, you’ll find access to an array of tools, including the equity release calculator, detailed product guides, and marketing materials, designed to assist you in providing informed advice to your clients.

    Additionally, Pure Retirement offers regular training sessions and updates on the latest market developments and regulatory changes, ensuring you’re always equipped with the knowledge to best serve your clients’ needs.

    What Are the FCA Regulatory Details for Pure Retirement?

    Pure Retirement is regulated by the FCA, ensuring compliance with stringent financial conduct guidelines.

    FCA Address

    2200, Century Way, Thorpe Park, Leeds, West Yorkshire, LS15 8ZB, UK.

    Trading Names

    Pure Retirement Limited

    FCA Permitted Services 

    Mortgages and home finance


    • Financial Conduct Authority (FCA)7

    Registration Numbers

    • FCA Ref Number: 582621
    • Companies House Number: 07240896

    FCA and Companies House Link

    How Can You Contact Pure Retirement for Equity Release Inquiries?

    Pure’s contact number is 0113 366 0599.

    Are There Career Opportunities Available at Pure Retirement?

    Exploring a career with Pure Retirement opens doors to a dynamic and supportive environment where growth and development are encouraged.

    Whether you’re interested in customer service, financial advisory, or operational roles, Pure Retirement is keen on attracting talent passionate about making a difference in the equity release sector.

    The company prides itself on fostering a culture of learning and innovation, offering various opportunities for professional development and advancement within the organization.

    Common Questions

    How Does Pure Retirement Equity Release Work and Who Is Eligible?

    What Are the Advantages and Disadvantages of Pure Equity Release?

    How Safe Is Pure Retirement Equity Release for Funding Your Retirement?

    What Are the Qualification Criteria for Pure Retirement Equity Release?

    How Does Choosing Pure Equity Release Affect Your Inheritance?

    Is Pure Retirement a Certified Member of the Equity Release Council?

    Does Pure Offer Equity Release?

    Is Pure Equity Release Safe?

    Concluding Overview of Pure Retirement Equity Release Options

    Pure specialises in equity release, making it an excellent choice if you are looking to unlock capital from your home.

    It has won many awards for its excellent customer service.

    It is a people-based company that is committed to operating in a manner that meets customer needs.

    So if you are considering Pure for equity release get in touch with an experienced adviser to help you with the next steps.

    The features mentioned and the amounts raised, are subject to the lender’s criteria, terms and conditions. These may take into account the age, health and lifestyle factors in order to provide an enhanced amount. To understand the features and risks, ask for a personalised illustration.

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