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Catch up with the latest press releases from LV=

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Equity release set to become mainstream product

Press release: 08/05/2012

Research* carried out by retirement specialist LV= reveals 80% of advisers new to the equity release market believe equity release will be considered a mainstream financial product in the next few years.

The majority of advisers (86%) consider equity release to be a significant future growth area for their business, with over half (52%) of advisers already reporting a recent increase in client interest in equity release products.

Advisers believe that the main reason (67%) the equity release market will grow is because of their clients' need to cover their pension shortfall. Nearly a quarter (23%) believe that the rise in clients who need to pay off their mortgage and other debts will drive demand for equity release in the coming years, and 17% think that it will be a result of people wanting to fund long term care.

When initially discussing a client's retirement plan, 82% of advisers believe that the equity in a property should be included as part of this process, and discussed at the same time as annuity and investment options. However, the findings show that clients' outdated view of the market and their concerns about leaving an inheritance for their children remain two of the biggest barriers advisers face when discussing equity release with clients.

A third (31%) of advisers admit that it was their own lack of understanding about the equity release market which had stopped them from writing equity release business.

Vanessa Owen, LV= Head of Equity Release said: "What advisers have told us indicates a shift in the view of equity release being a product typically used to fund luxuries such as holidays and conservatories, to one increasingly needed to help cover the day-to-day cost of living. With more people reaching retirement with an income that falls short of their expectations, equity release products look set to play an increasingly important role in funding retirement.

"For many clients, their property is their single greatest asset so it is encouraging that advisers believe the capital tied up in property should be discussed at outset when financially planning for retirement, rather than after people have retired.

"As an industry we have developed in leaps and bounds in recent years, but we cannot afford to be complacent as there are clearly still misconceptions about equity release among advisers and clients. However, it is encouraging to see a huge increase in the number of advisers wanting to attend our roadshows to find out how to start advising clients on equity release. We also offer access to a marketing toolkit, providing advisers with their own-branded advertising material and client communications to help generate new business, promote and raise awareness of equity release."

Further details on the LV= range of flexible protection, retirement solutions and investment products is available at

Note to editors

* LV= carried out research among 118 advisers between 22 February and 20 march 2012, at LV= equity release roadshows held across the UK for advisers who were new to the equity release market.

About LV=

LV= employs 5000 people and serves around five million customers with a range of financial products. We are the UK's largest friendly society and a leading financial mutual.

When we started in 1843 our goal was to give financial security to more than just a privileged few and for many decades we were most commonly associated with providing a method of saving to people of modest means. Today we follow a similar purpose, helping people to protect and provide for the things they love, although on a much larger scale and through a wide range of financial services including insurance, investment and retirement products.

We offer our services direct to consumers, as well as through IFAs and brokers, and through strategic partnerships with organisations such as ASDA, Nationwide Building Society and a range of trades unions.

LVFS is authorised and regulated by the Financial Services Authority, register number 110035. LVFS is a member of the ABI, the AFM and ILAG.

Registered address: County Gates, Bournemouth BH1 2NF.