Unlocking Financial Support: The Initiative Transforming Lives of Older Customers

The Rothesay Foundation has taken a significant step toward enhancing the quality of life for older individuals in the UK through its newly launched campaign, Benefits Boost. Funded by a remarkable £1.8 million commitment, this initiative aims to empower Iceland customers aged 66 and over by providing them with invaluable financial guidance and support.

A Personalized Path to Benefits

Designed to simplify access to state benefits, the Benefits Boost service offers free and confidential assistance tailored to the unique needs of older customers. This initiative addresses the common barriers faced by many seniors, particularly the complexities of the application processes that often discourage them from seeking financial support. With expert advisers from Kinly, a leading benefits support organization for older people, customers receive hands-on help in identifying entitlements, completing application forms, and navigating the claims process.

Impacting Lives

The Benefits Boost program has already made a substantial impact, with customers reporting an average annual increase of around £5,000. With projections suggesting that more than 7,500 Iceland customers will benefit, the campaign could unlock over £37 million in additional financial support for the older demographic. Such enhancements in financial stability can significantly improve everyday lives, enabling them to manage essential costs such as food, health, energy, and housing more effectively.

Voices from the Initiative

Tallulah Woods, campaigns manager of the Rothesay Foundation, emphasizes the importance of this partnership, stating, "We are dedicated to improving the quality of life for older people in need... Too many older people are missing out on financial support that could help them live more securely and independently.”

Further highlighting the initiative's significance, Richard Walker, executive chairman of Iceland Foods, noted the pressing financial challenges faced by older customers on fixed incomes. He believes that Benefits Boost could empower individuals to claim what is rightfully theirs and make a tangible difference in their lives.

How to Access the Service

This supportive service is readily available for those aged 66 and over who shop at Iceland. Interested individuals can access further information by visiting iceland.co.uk/benefits-boost or calling 0330 053 2617. This initiative is not just a financial support service; it symbolizes a concerted effort to ensure that older people receive the care and assistance they deserve, thereby enhancing their independence and overall quality of life.