Homewise Values

We’re a family-run business at heart, and our values and ethos come from how we would like to see our own families treated. It’s quite simple. If it’s not good enough for our mums, dads, brothers and sisters, then it’s not good enough for our customers or for our employees.

Our Mission

  • We will empower our customers with opportunity
  • We will provide a valuable service
  • We will shape and change the face of retirement

Our Values

  • Honesty
    We will always give you clear, sensible and honest information, without judgement or assumptions.

  • Originality
    We cherish and nurture creativity, and will always try to find the best solution to any problem.

  • Passion
    We really care. Really, we do. We care about our colleagues, our customers and our company.

  • Empowerment
    We give people hope, empowering our customers and our employees with opportunity.

Corporate Responsibility

We are committed to running our business in a transparent, sustainable and responsible way. We take ownership of our actions, understand their implications and always seek to add value to our business, our customers and our community. These responsible behaviours underpin our growth as a company.

Social Responsibility

We’re working to create a lasting positive impact, not only for our customers, but for our local community. Through our day to day work, we have gained a heightened awareness of the social, economic and personal issues that affect our over 60s population. Through our families and friends, we understand our local community. And through our actions and words, we make a difference, dedicating our time, money and skills to charitable causes and simple acts of kindness.

Equality and Discrimination

We are an equal opportunities employer, and are determined to ensure that no employee or applicant receives less favourable treatment on the grounds of race, gender, age, disability, religion, belief, sexual orientation or marital status. We treat our customers with equal dignity and respect, and do not judge or discriminate on any grounds. We value diversity and equality.

Responsible Marketing

All of our communications are clear, truthful and transparent. We will never try to give you advice, but will always aim to provide honest, straightforward and understandable information on our products and services.

Privacy and Protection

We align ourselves with the values and practices of regulated products in order to protect our customers and our employees, and provide a reliable, trustworthy service. We are committed to maintaining the highest levels of integrity in all of our dealings with potential, current and past clients, both in terms of normal commercial confidentiality and in the protection of all personal information received in the course of our work.

Professional Conduct

All of our activities, communications and actions are conducted with the utmost professionalism and integrity. We take great care to be completely objective and are influenced first and foremost by the best and proper interests of our customers.


We are recognised as Investors in People, awarded Gold accreditation, and believe that investing in our employees’ training and futures is the only way to guarantee quality across our business. We encourage feedback from customers at all stages of the purchase, and constantly review our training and best practice to ensure consistency and quality.

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