Iceland supermarket has introduced a new free financial support service designed to help pensioners claim benefits they may be missing out on. The dedicated phone line, named Benefits Boost, is available to loyalty customers aged 66 and over. It assists them in checking eligibility for extra benefits and submitting applications to HMRC, bypassing lengthy online forms.
How the Service Works
The service is provided by Kinly, a benefits specialist for older people, and is funded by a £1.8 million commitment from the Rothesay Foundation. Customers could unlock up to £5,000 more per year, which is the average amount people access through this service when they have previously missed out on benefits.
The initial call takes about 15-20 minutes, during which customers are asked several questions about their situation to identify which HMRC benefits they might be eligible for. Kinly then confirms potential payments, such as benefits for poor health or help with cost of living, and completes the application process on behalf of the customer during a follow-up call. The Department for Work and Pensions (DWP) informs the customer of the outcome within 12 weeks, and payments are often backdated to account for the application process.
Addressing Cost-of-Living Pressures
Iceland launched the scheme because customers face increased cost-of-living pressures, and many older shoppers have additional costs from ill health or needing extra help at home. The benefits system is extremely complex, and awareness is low, with internet access being a key barrier.
Iceland executive chairman Richard Walker 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."
The supermarket aims to support 7,500 customers initially. Tallulah Woods, campaigns manager at the Rothesay Foundation, said "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." She added that the foundation is dedicated to improving the quality of life for older people so they can claim the crucial state benefits they are entitled to.
Iceland loyalty customers aged 66 and over can reach the dedicated line on 0330 053 2617.
