Rothesay Foundation's Tallulah Woods
The Rothesay Foundation and Iceland Foods have launched an initiative to help older people check and claim financial support they may be entitled to and could be missing out on.
The campaign – Benefits Boost – is backed by a £1.8m commitment from the Rothesay Foundation which is funding the free and confidential benefits support service for Iceland customers aged 66 and over.
The Rothesay Foundation was established in 2019 by pension risk transfer insurer Rothesay in a bid to help secure and improve the quality of life of older people in need in the UK.
The Benefits Boost service is designed to make it easier for customers to access financial support by providing hands-on, practical support, including checking what benefits they may be entitled to, helping customers complete application forms and supporting them through the claims process.
Iceland customers can access the service via a free, dedicated phone line where expert advisers from Kinly, a leading UK benefits support organisation for older people, provide personalised end-to-end support to ensure eligible customers successfully access the benefits they are entitled to.
The initiative comes as many older people continue to miss out on benefits and allowances that could help with everyday costs such as food, health, energy and housing – with government estimates showing that only 62% of those entitled to pension credit received it in the last financial year.
A key reason for this is often the application process itself – for 80% of older people, this is the main barrier to receiving the benefits they are entitled to, based on previous campaign findings.
Customers who have benefited from the Benefits Boost service so far have seen an average annual increase of around £5,000. More than 7,500 Iceland customers are expected to benefit from the campaign, unlocking over £37m in additional support for older shoppers.
Rothesay Foundation campaigns manager Tallulah Woods said: "The Rothesay Foundation is dedicated to improving the quality of life for older people in need which is why we've committed £1.8m to this important partnership with Iceland to help as many pensioners as possible claim the crucial state benefits that they are entitled to.
"Too many older people are missing out on financial support that could help them live more securely and independently because they're struggling to navigate the application process. This partnership is designed to make it easier for people to understand what they may be entitled to and get help claiming it."
Woods added: "The Benefits Boost service is free, confidential and delivered by real experts who will help you through the process in a friendly and practical way."
Iceland Foods executive chairman Richard Walker said: "At Iceland, we see every day how hard household budgets are being squeezed, particularly for older customers on fixed incomes.
"What makes this issue so frustrating is that some people may be missing out on support they are already entitled to. Benefits Boost is about making it easier for older customers to check, get help with the process, and claim what may already be theirs. This is practical, simple and could make a real difference to people's lives.
"It has been great to partner with the Rothesay Foundation on this campaign given its commitment to empowering older people in need, with its funding helping thousands of people access vital financial support."
This is a free service available to Iceland customers aged 66 and over. Further information can be found by visiting iceland.co.uk/benefits-boost or calling 0330 053 2617.
They say there is never any positive news in pensions… "Good News Corner" is Professional Pensions' occasional column supporting the charity and not-for-profit efforts of our industry. Tell us your stories by emailing Jonathan Stapleton at [email protected]
