Transforming Lives: How a £1.8 Million Initiative is Empowering Older Customers
In a remarkable effort to enhance the quality of life for older individuals, the Rothesay Foundation has announced a significant commitment of £1.8 million towards a new campaign titled "Benefits Boost." This initiative aims to provide free and comprehensive financial support to Iceland customers aged 66 and over, helping them unlock crucial benefits they may not even be aware of.
The Need for Support
Many older individuals in the UK are missing out on essential benefits that could alleviate financial pressures associated with everyday costs, such as food and housing. Recent government estimates indicate that only 62% of those entitled to pension credit received it last year, highlighting a systemic issue in the benefits claiming process. The effort from the Rothesay Foundation focuses on reducing this gap, ensuring older people receive the support they deserve.
How Benefits Boost Works
The Benefits Boost service is designed to simplify the process of accessing financial support. It offers hands-on assistance, including checking entitlements, helping complete application forms, and guiding customers through the claims process. With the initiative providing a dedicated phone line staffed by experts from Kinly, personalized, end-to-end support is readily available for those in need.
The Impact of the Initiative
With an estimated 7,500 Iceland customers expected to benefit from this program, the campaign is on track to unlock over £37 million in additional support for older shoppers. On average, customers who have utilized the Benefits Boost service report an annual increase in funds of around £5,000, significantly contributing to their financial well-being.
Voices of Support
Tallulah Woods, campaigns manager for the Rothesay Foundation, expressed the foundation’s commitment to improving the lives of older individuals, stressing the importance of making the application process more accessible. Similarly, Richard Walker, executive chairman of Iceland, echoed this sentiment, noting the challenges older customers face in claiming their entitled support. He emphasized that benefits can significantly improve their living standards and sense of security.
The Benefits Boost initiative represents a proactive step in addressing the financial struggles faced by older citizens in the UK. By providing tailored support, this campaign not only aims to empower older individuals but also fosters a community that cares about their financial independence and well-being. More information about the initiative can be found on Iceland's website or through a dedicated helpline, ensuring that assistance is just a call away for those who need it most.
