Exciting Initiative Boosts Benefits for Older Customers in Need

A new campaign named Benefits Boost, spearheaded by the Rothesay Foundation, is set to transform the lives of older customers by providing essential support in accessing financial benefits. Backed by a substantial £1.8 million commitment, this initiative targets Iceland customers aged 66 and over who often face barriers in navigating the complex application processes for state benefits.

A Lifeline for Pensioners

The Benefits Boost service aims to empower older individuals by offering free and confidential assistance in identifying and claiming the benefits they are entitled to. Many pensioners miss out on financial support, and this campaign addresses that need by providing hands-on, practical help. Expert advisers from Kinly, a leading UK benefits support organization for older persons, are on hand to guide eligible customers through the entire claims process.

Positive Impact and Results

Notably, the initiative projects that over 7,500 Iceland customers will benefit, unlocking more than £37 million in additional support. The average annual increase for beneficiaries is expected to be around £5,000, highlighting the potential positive impact on the quality of life for these older individuals.

Statements from Key Leaders

Rothesay Foundation campaigns manager Tallulah Woods emphasizes the organization's dedication to improving the lives of older people in need. She points out that too many senior citizens are missing out on vital financial support, often due to the overwhelming application process. In her words, “This partnership is designed to make it easier for people to understand what they may be entitled to and get help claiming it.”

Iceland Foods executive chairman Richard Walker adds to this sentiment, noting the financial strain faced by older customers on fixed incomes. He states, “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.”

This initiative demonstrates a significant step forward in ensuring that older individuals can access the financial assistance they deserve, ultimately promoting independence and a higher quality of life among the aging population.