More than 4,100 Iceland customers aged 66 and over have received a free benefits check through a campaign funded by the Rothesay Foundation, uncovering an average of £5,600 in unclaimed support per person each year.
According to the retailer, over 70% of those who received a benefits check were found to be missing out on support they may be entitled to. The Benefits Boost campaign organisers said they identified about £17 million in annual unclaimed support, with £4.2 million now being paid by the Department for Work and Pensions (DWP).
Main Barrier to Claiming
Rothesay and Iceland said the initial findings of the campaign are an urgent reminder of the financial support hundreds of thousands of low-income pensioners are eligible for but not claiming. Campaign findings show that for 80% of older people, navigating the application process is the main barrier to receiving the support they are entitled to.
Benefits Boost has already enabled more than 2,100 customers to receive one-to-one support from advisers at Kinly, including help to complete forms and progress claims. This type of support would normally come at a cost, but is provided free to Iceland customers thanks to a £1.8 million commitment from the Rothesay Foundation.
Fast and Effective Help
Advisers can identify potential unclaimed income in as little as 10 minutes, with benefit applications often submitted within 48 hours of a person's first conversation, according to the campaign organisers. More than 7,500 Iceland customers could benefit from the campaign, with over £37 million in additional state support forecast to be unlocked.
Tallulah Woods, campaigns manager at the Rothesay Foundation, said: "Hundreds of thousands of older people are missing out on financial support that could help them live more securely and independently. Benefits Boost aims to change that by making it easier for Iceland's older customers to claim the benefits they are entitled to by providing practical, expert help to navigate what can often be a complex claims process. With winter around the corner, this support is more important than ever."
She urged eligible customers who haven't already obtained help to do so. Richard Walker, executive chairman of Iceland Foods, said: "Too many older customers are missing out on money they're entitled to. Benefits Boost is helping change that, uncovering support that can make a real difference as winter approaches."
Benefits support is not the only help Iceland offers. There is a range of initiatives aiming to help older customers, including a 10% discount for over-60s every Tuesday. The free Benefits Boost campaign service is only available to Iceland customers aged 66 and over.
