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Fluent Lifetime breaks into UK’s top five brokers

Fluent Lifetime, the equity release and later life subsidiary of Fluent Money Group, is celebrating after breaking into the top five brokers of the equity release market.

The announcement follows a record year of lending, with the Horwich-based business now recognised for industry-leading growth and ranked fifth for completed cases.

Research shows Fluent Lifetime is now one of the UK’s leading providers after its introduction to the market in 2018 and a strong performance in a pandemic-ridden 2020.


The growth was recorded in equity release market statistics released by Touchstone (part of Equifax), showing the 12 months to the end of Q3 2020.

While the overall later life lending market contracted in a year dominated by the pandemic, Fluent Lifetime completed a record number of cases, as well as growing its North West team to 16, now planning further recruitment in 2021.

The business was last also named based financial adviser at last week’s 2021 Equity Release Awards.

Managing director Aaron Conlon believes the growth is testament to parent Fluent Money Group’s infrastructure and investment in advanced technologies, supporting virtual advice in the last year.

He says: “I’m delighted with the growth and central to this has been our ability to provide a resilient service alongside our agility, transitioning to remote working quickly while still providing services with the right compliance and oversight in place.”

“In many respects Fluent Lifetime had a head-start in delivering services remotely, unlike others in the market who relied on face-to-face contact and were severely impacted by the pandemic. The technology we had in place ensured we were available to serve when many were adapting to new working environments and market pressures.”

The announcement follows its parent Fluent Money Group announcing a record year, with a 53% year-on-year increase in its lending volumes compared to 2019, equating to over £1 billion in its annualised lending run rate since July 2020.


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