Iceland has launched a new service to help state pensioners aged 66 and over claim financial support they may be missing out on. The Benefits Boost service, introduced in June, is designed to help older customers check what benefits they are entitled to and get help claiming them.
According to Iceland, more than one million people are missing out on pension-age benefits worth around £5,000 per year, including help with the cost of living, health, energy and mobility. The retailer said the service has the potential to unlock more than £37 million in additional annual income for older customers nationwide. Those who have already benefited have seen an average annual benefits boost of £5,000, while more than 7,500 customers are expected to benefit from the campaign.
How does Benefits Boost work?
The free and confidential service is funded by a £1.8 million commitment from the Rothesay Foundation. It provides hands-on, practical support, including checking entitlement to benefits such as the DWP benefit Pension Credit, which is available to pensioners on low incomes. Customers can get assistance with completing application forms and be supported through the claims process.
The service can be accessed via a free, dedicated phone line on 0330 053 2617. 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.
Who could be eligible?
Iceland said 70% of its customers who had a benefit check have had extra support identified for them, so it is well worth checking “no matter what your income”. Government estimates show only 62% of those entitled to Pension Credit received it in the last financial year, with a key reason often being 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.
Normally, this type of support would come at a cost, but pensioners can access it for free at Iceland thanks to funding from the Rothesay Foundation. The service is designed to make checking and applying for benefits easier, friendlier and more accessible for older Iceland customers.
What the partners say
Richard Walker, executive chairman of Iceland Foods, 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.”
Tallulah Woods, campaigns manager at the Rothesay Foundation, added: “The Rothesay Foundation is dedicated to improving the quality of life for older people in need which is why we’ve committed £1.8 million 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.
“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.”
