Transforming Lives: How the Rothesay Foundation's £1.8m Initiative is Boosting Benefits for Older Customers

In an uplifting move aimed at improving the quality of life for older individuals, the Rothesay Foundation has launched a new campaign named "Benefits Boost," backed by a significant £1.8 million commitment. This initiative is dedicated to providing free and confidential benefits support to Iceland customers aged 66 and over, addressing the challenges many older people face when navigating the application process for essential financial support.

Addressing Financial Challenges for the Elderly

The "Benefits Boost" service is designed to streamline access to financial aid for older adults, ensuring they receive the benefits they are entitled to. As many as 7,500 customers from Iceland are expected to benefit from this campaign, which could unlock over £37 million in additional support. This financial assistance is crucial, especially given that government estimates indicate a significant number of eligible individuals are missing out on benefits due to complicated application processes.

A Helping Hand to Navigate Benefits

As noted by Rothesay Foundation’s campaigns manager, Tallulah Woods, the application process remains a key barrier for 80% of older individuals seeking financial assistance. The new service aims to reduce this burden by offering personalized, end-to-end support from expert advisers at Kinly, a respected UK benefits support organization. They are available via a dedicated phone line to help customers understand their entitlements and assist with claims.

A Meaningful Partnership for Positive Change

Richard Walker, executive chairman at Iceland Foods, emphasized the pressing need for such initiatives amid rising living costs for older customers on fixed incomes. With this initiative, the partnership between Iceland Foods and the Rothesay Foundation seeks not just to provide assistance, but to empower older adults to confidently access the support they deserve.

This campaign exemplifies a vital effort to ensure that the most vulnerable in our society can maintain a secure and independent lifestyle. With the launch of "Benefits Boost," there is renewed hope for older citizens to receive the financial support they need to cope with everyday expenses such as food, health, and housing.