Iceland has revealed that its new Benefits Boost service—launched this summer—has already helped 70% of pensioners aged 66 and over identify unclaimed financial support. The supermarket’s loyalty scheme members in this age group can access free, expert-led benefits checks through the initiative, which partners with the Rothesay Foundation and is backed by £1.8 million in funding.
The service was introduced after research suggested over a million people in the UK could be missing out on pension-age benefits worth around £5,000 per year. Many eligible individuals remain unaware of entitlements such as State Pension Credit, which provides additional financial assistance for those on fixed incomes. Iceland’s executive chairman, Richard Walker, emphasised the urgency of the issue, stating: “What makes this so frustrating is that some people may be missing out on support they are already entitled to. Benefits Boost is about making it easier for older customers to check, get help with the process, and claim what may already be theirs.”
The scheme offers confidential, expert-led assistance via a dedicated telephone hotline, ensuring pensioners receive guidance without navigating complex application processes alone. Tallulah Woods, campaigns manager at the Rothesay Foundation, highlighted the service’s impact: “Too many older people are missing out on financial support that could help them live more securely and independently because they’re struggling to navigate the application process. This partnership is designed to make it easier for people to understand what they may be entitled to and get help claiming it.”
Iceland’s initiative aligns with broader efforts to combat financial hardship among retirees, particularly as cost-of-living pressures persist. The supermarket’s loyalty scheme members can access the service directly, with the company urging all pensioners—regardless of income—to use it. The Benefits Boost hotline remains available for those who need further assistance in applying for support.
For more details, visit Iceland’s official benefits checker page here (https://www.iceland.co.uk/benefitsboost).
