Iceland has reported that its free benefits checking service, launched this summer, is proving a significant help to older customers. The supermarket chain's Iceland Benefits Boost service allows loyalty scheme members aged 66 and above to access free checks for unclaimed Department for Work and Pensions (DWP) benefits.
The service was introduced after findings suggested that more than a million people could be missing out on pension-age benefits worth around £5,000 a year. Iceland states: "No matter what your income, it's worth checking."
High Success Rate for Older Shoppers
According to Iceland, over 70% of customers who have undergone a benefit check have had extra support identified for them. The support is tailored to older customers entitled to state pension credit, which has a qualifying age of 66.
The supermarket tells shoppers: "You may not think you qualify for anything, but there's lots of support to help with the cost-of-living, health, energy and mobility. 70% of Iceland customers who have had a benefit check have had extra support identified for them."
Partnership with Rothesay Foundation
Iceland has partnered with The Rothesay Foundation, a charitable foundation, to launch the service. Those wanting to check their eligibility can also receive support with their application through a dedicated telephone hotline.
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."
Free and Confidential Service
Tallulah Woods, campaigns manager at the Rothesay Foundation, which has committed £1.8m in funding to the service, 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. 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."
