Leading the Way with Lifetime Mortgages

At L&G, we know that great advice is about more than figures and forms — it’s about empathy, trust, and the people behind every decision.

That’s why we’ve launched ‘Leading the Way in Lifetime Mortgages’ — a new campaign spotlighting the real voices of our team and the values that shape everything we do.

Through a short film series and true stories from the front line, we’re showing what it means to be:

• Leading with compassion – for those navigating challenges, loss or vulnerability
• Leading with authenticity – real people having real conversations
• Leading with teamwork – because support for you and your clients starts behind the scenes

When clients are making decisions that affect the rest of their lives, they need more than products — they need people who care. And as an adviser, you want to feel confident that the provider you recommend is aligned with your values.

The Power of People: What Really Sets Us Apart

Advisers know that trust isn’t built through marketing slogans. It’s earned over time — through consistency, empathy, and action. That’s why we’ve turned the camera on ourselves. In this campaign, real L&G team members — from adviser support to customer service — speak openly about the moments that matter: calming a worried client, helping someone understand their options, or simply listening without rushing.

Advisers tell us that what matters most is knowing your client will be treated with the same care you would give them.

Tools for you and your clients

To support these stories, we’ve created a downloadable adviser guide ‘Leading the way in lifetime mortgages’ designed to help you explain why provider choice matters. It offers:

• Real case studies from our lifetime mortgage customers ‘in their words’
• Conversation prompts for talking about the importance care, long-term planning and vulnerability
• Videos about our free Care Concierge service and how we provide free support to lifetime mortgage customers and their immediate families

It’s a practical resource to help you have deeper, more values-based discussions.

A Decade of Experience — and Still Innovating

We’re proud to be marking 10 years in the lifetime mortgage market. Over that time, we’ve supported thousands of advisers and customers.

We believe that leading the market isn’t about being the loudest — it’s about our people consistently doing the right thing  for your customers. This campaign reflects that belief, and we hope it empowers you to showcase why choosing the right provider makes a real difference.

Visit the Campaign Hub

Watch the videos, hear the stories, and download the guide today: Leading the way with lifetime mortgages.

Together, let’s keep setting the standard. Let’s keep leading the way.