Transforming Lives: Rothesay Foundation's £1.8 Million Initiative to Support Older Customers
In an inspiring move aimed at enhancing the quality of life for seniors, the Rothesay Foundation has launched the "Benefits Boost" campaign, endowed with a remarkable £1.8 million investment. This initiative, designed specifically for Iceland customers aged 66 and above, aims to provide a free and confidential benefits support service that holds the potential to significantly uplift the financial circumstances of many older individuals.
A Pathway to Financial Support
The Benefits Boost service offers hands-on assistance to help older customers seamlessly navigate the often-daunting process of applying for financial benefits. With expert advisers from Kinly available via a dedicated phone line, eligible individuals can receive personalized end-to-end support, ensuring they access the financial resources they are entitled to. This initiative comes at a crucial time when many older adults may be unaware of the benefits they qualify for, which can aid in covering essential expenses such as food, health care, and housing.
Addressing the Gaps
Government estimates suggest that only 62% of those entitled to pension credit received it in the last financial year, highlighting a significant gap in financial support for pensioners. This campaign seeks to bridge that gap by simplifying the application process, which has been identified as a primary barrier for many seniors. Research indicates that about 80% of older people find the application process complicated and discouraging, and the Benefits Boost service directly addresses these challenges.
Impact and Outreach
Early reports show that customers who have utilized the Benefits Boost service are experiencing an average annual increase of approximately £5,000 in their financial support. With an expectation that over 7,500 individuals will benefit from this initiative, the Rothesay Foundation and Iceland together aim to unlock over £37 million in additional financial assistance for older shoppers.
Richard Walker, executive chairman of Iceland Foods, emphasizes the campaign's importance: "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." Such initiatives exemplify how targeted support can transform the everyday experiences of senior citizens, providing them with the financial security needed to live more independent lives.
How to Access the Benefits Boost Service
The Benefits Boost service is freely accessible to Iceland customers aged 66 and over. Interested individuals can find more information by visiting iceland.co.uk/benefits-boost or by calling 0330 053 2617. This initiative is not just a financial lifeline but a beacon of hope for many older individuals striving for a better quality of life.
