New equity release lender to shake-up market

Pure Retirement has unveiled plans to launch at the start of 2014 and will be the first new provider to move into the equity release sector since More 2 Life's entrance in 2010. Pure Retirement is a sister brand to Age Partnership, although the two will run separately, and is led by managing director Paul Carter who has more than 16 years' experience in the sector, having previously worked for both Aviva and Prudential. Carter told Mortgage Solutions the new brand would seek to change the market by simplifying equity release and focus on real consumer needs with its range of products....