£2 Million Unlocked for Older People in Norwich

A innovative service by Age UK Norwich has helped hundreds of older people access the financial support they’re entitled to, identifying more than £2 million in unclaimed benefits.

Launched in 2024, the two-year service is designed to tackle the widespread issue of older people missing out on financial help, especially Pension Credit, by offering dedicated support to identify and secure these vital entitlements.

Since its launch, the project has:

• Supported 376 older people
• Identified 282 as eligible for additional benefits
• Unlocked £2,027,478.20 in total benefits
• Achieved an average of £5,743.56 per person, per year

Delivered by Age UK Norwich’s experienced advice team, Entitled To More combines traditional benefits advice with innovative outreach strategies. A key element of the service includes developing and testing a “benefits heat map” to target households most at risk of missing out on Pension Credit. Using this data-driven approach alongside trusted local relationships, the team is identifying those most in need, and often the most overlooked.

“Too many older people are going without simply because they don’t know help is there” said Rio Topley, Advice Specialist of Age UK Norwich. “This is about fairness. Everyone deserves to live with dignity in later life, and that means accessing the financial support they’re entitled to. ‘Entitled To More’ is helping us close that gap and make a real difference.”

With the cost of living still high and older people among the hardest hit, this support comes at a crucial time. Norwich is in the bottom 20% nationally for health inequalities, and Age UK Norwich’s outreach work, particularly in disadvantaged neighbourhoods, is making essential connections.

One local resident shared their story “I had no idea I could claim anything - I was just getting by. The support from Age UK Norwich has been a lifeline. I now feel more secure and less anxious about the future.”

The service is part of a wider mission to ensure no older person in Norwich is left behind. From sheltered housing visits to Cuppa Care outreach and advice hubs in community centres, the charity is reaching people wherever they are. Many of those helped are referred by trusted partners, including Norfolk County Council, NHS services, and housing support teams.

Alongside benefits advice, Age UK Norwich also offers emergency assistance through its client hardship fund, providing essentials like food, heating, or white goods to bridge the gap while longer-term support is put in place.

We’ve now entered the second year of the Entitled To More service, and our commitment remains as strong as ever. We will continue to reach those in need, uncover hidden entitlements, and change lives across Norwich. As the service grows, so too does our determination to make sure every older person gets the financial support they deserve.

“Being new to the world of Entitled to More service, it’s been great to see the team’s focus, care, and commitment to supporting those most at risk. Their impact is clear, and I’m looking forward to working alongside them as we build on that progress.” – Charlotte Govier, Age UK Norwich Service Delivery Lead.