Canada Life announces new Lead Generation workshops to help advisers make most of equity release qualifications

Canada Life Home Finance has announced that it will be running a further set of events in its popular equity release workshops series this summer. The Lead Generation workshops, targeted at advisers who are already qualified to offer equity release, aim to give IFAs the know-how to establish themselves as the later-life lending experts in their local area.

The sessions offer tips and guidance on how to kickstart or nurture your advice firm’s equity release business, and are intended to help more experienced advisers make the most of the rapidly growing home finance market. A record £3.94bn of equity was released in the UK in 2018, almost triple the amount lent in 20141.

The workshops, which are free of charge to attend, are a return of a series organised by Canada Life in 2018 which saw overwhelming demand. Over 200 advisers attended last year’s Lead Generation events, with many of the sessions being fully booked.

Running nationwide in May and June, the Lead Generation sessions are the fourth set of events in Canada Life’s 2019 adviser training programme. Other events include Canada Life’s ‘Setting The Standards’ best practice guidance sessions, and its exam workshops for the Equity Release and the Long Term Care insurance qualifications.

Alice Watson, head of marketing and communications at Canada Life Home Finance, said:

“Canada Life is dedicated to supporting the growth of the equity release market. That doesn’t just mean educating and demystifying the product for consumers – it also means working to ensure they have easy access to the advice needed to get equity release too. Our workshops are aimed at helping advisers narrow the advice gap: not only by getting more advisers qualified to offer the product, but also by ensuring qualified advisers have support to make the most of their qualification.

“The response generated by our workshops demonstrates the real appetite among advisers to tap into this thriving market. We’ve added another round of our popular Lead Generation workshops to the series, giving guidance to advisers on how to best grow this promising income stream for their firms and become their local later-life lending experts.

“Our research2 at the beginning of the year found more support for advisers was identified by the industry as the number one factor needed to make equity release more attractive and accessible in 2019. Canada Life is committed to providing that support – so advisers are best placed to give customers the support they need, too.”

Advisers can register their interest in the workshops here 


  1. Equity Release Council dashboard data
  2. Censuswide survey of 100 Independent Financial Advisers, conducted online 21-28.12.2018