The initiative follows concerns that many pensioners continue to miss benefits designed to help with everyday living costs. According to Iceland, more than one million people are not claiming pension-age benefits worth around £5,000 a year on average. The service is available through a dedicated telephone helpline and provides support throughout the claims process. It is funded by the Rothesay Foundation and delivered by benefits specialists from Kinly.
Free Support Aims to Improve Access to Pension-Age Benefits
According to Iceland, the Benefits Boost service was introduced last month to help older customers identify and claim financial assistance available through the DWP. The supermarket said customers who have already used the service have secured an average annual increase in benefits of £5,000, while more than 7,500 people are expected to benefit from the scheme.
The retailer also reported that 70% of customers who completed a benefits check discovered additional financial support they could claim, regardless of their income. The service includes benefit entitlement checks, help completing application forms and ongoing guidance during the claims process.
Customers can access the service by calling a free dedicated helpline, where advisers from Kinly provide personalised support from the initial assessment through to submitting claims.
Richard Walker, Executive Chairman of Iceland Foods, said the company regularly sees the financial pressures facing older customers living on fixed incomes. He said many people may be missing financial support to which they are already entitled and described the service as a practical way of helping customers navigate the claims process.
According to the retailer, this type of specialist benefits support would normally involve a charge, although it is being provided free of charge through funding from the Rothesay Foundation.
Pension Credit Remains Underclaimed despite Available Support
The initiative comes as official figures continue to show that many eligible pensioners are not claiming Pension Credit. According to Government estimates, only 62% of people entitled to the benefit received it during the previous financial year, with the application process frequently identified as a barrier.
Earlier campaign research cited by Iceland found that 80% of older people considered the application process to be the main obstacle preventing them from receiving benefits to which they were entitled. Pension Credit is available to pensioners on lower incomes and can help with a range of everyday costs.
The partnership supporting the scheme is backed by a £1.8 million commitment from the Rothesay Foundation, which is funding the confidential advice service for older Iceland customers.
Tallulah Woods, Campaigns Manager at the Rothesay Foundation, said the organisation had committed funding to help more pensioners access the state benefits available to them. She said many older people continue to miss financial support because they find the application process difficult to navigate, and that the partnership is intended to make it easier to understand potential entitlements and receive practical assistance.
According to the Rothesay Foundation, the Benefits Boost service is designed to provide free, confidential guidance from specialist advisers, helping eligible pensioners complete claims and access the financial support for which they qualify.
