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Financial Advisers reveal equity release education will be key in 2020

Research by Canada Life has revealed that advisers believe better education for customers is the number one factor for making equity release more attractive and accessible in 2020. Just over two-thirds of those surveyed (67%) chose this option, a 30pp increase on last year.

The second biggest factor for the equity release market in 2020 would be better education for professionals (44%), such as solicitors and tax planners. This is a 9pp increase on last year (35%), when it was the third most selected option.

Alice Watson, Head of Marketing and Communications at Canada Life, Home Finance commented:

“Greater customer understanding of equity release is something which we have strived for as an industry, but these results suggest there is still more to be done. Previous research we have conducted has shown that common misperceptions around equity release still exist, and this is clearly something which advisers are experiencing in their conversations with clients.

“Although we’ve seen the amount lent using equity release grow to nearly £4bn in 2019, there’s still a lot of potential for attracting new customers. Our upcoming Equity Release Explained brochure will be a helpful tool for advisers looking to dispel the myths around the product, as well as for customers to explain the product to their friends and family.”

In contrast to last year, just 4% of advisers think that they could do with more support to make equity release more attractive and accessible in 2020. In 2018, this was ranked the most important factor, selected by 40% of advisers.

Alice Watson continued:

“Providing advisers with support will be key to the growth of the market in 2020. We’ve hosted 45 workshops in the last year, providing advisers with more support as part of our ongoing commitment to grow the equity release market. From our research with advisers, it looks like this commitment has paid off. To make sure they continue to feel supported in exploring equity release options with their clients, we’ll once again be providing workshops throughout next year.”



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Canada Life Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.

Canada Life International Limited and CLI Institutional Limited are Isle of Man registered companies authorised and regulated by the Isle of Man Financial Services Authority.

Canada Life International Assurance (Ireland) DAC is authorised and regulated by the Central Bank of Ireland.

Stonehaven UK Limited and MGM Advantage Life Limited, trading as Canada Life, are subsidiaries of The Canada Life Group (U.K.) Limited. Stonehaven UK Ltd is authorised and regulated by the Financial Conduct Authority. MGM Advantage Life Limited is authorised and regulated by the Financial Conduct Authority.