Fluent Money has launched into the equity release market with Fluent Lifetime, including a mobile app allowing live messaging between client and adviser.
The specialist lending distributor launched its equity release and later life lending service a month ahead of schedule, designed to fill the advice gap.
Fluent Money said this represented only the "first phase" in its investment in the equity release market.
Aaron Conlon, managing director at Fluent Lifetime, said the company’s approach would open up the sector with greater transparency and customer access to information and advice.
He said: "Our aim is to bring equity release advice to a wider cross section of the population thanks to being able to harness the advantages of technology via the internet as well as the all important human contact."
Fluent Lifetime’s mobile app allows direct messaging between adviser and client, in addition to document management, milestone tracking and videos explaining the equity release process.
Kevin Hindley, chief executive at Fluent Money Group, said this was the next step in the company's expansion in the lending sector.
He said: "We have taken our time to fully research the sector and are making full use of our proven strengths in the application of technology and human customer service to provide a comfortable and stress free journey for people seeking to raise capital in later life."
Fluent Money, which is based in Bolton, claims to be the UK's largest secured loans distributor.
Alan Chan, director at IFS Wealth & Pensions, said Fluent's launch was an interesting proposition and could help to streamline referred cases and keep the client and original adviser in the loop.
He said: "Equity release cases are often compliance and paperwork heavy and involve multi family members and so the process can often span out over several months, so it’s important to make it as efficient as possible for the client."