Aviva equity release lending up by 42% in first half of 2025

New product development helps to fuel increase in lending

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Aviva has revealed that its equity release lending passed £162m in the first half of 2025 – a 42% jump in business year-on-year compared to 2024. The growth was driven by what Aviva described as “higher market lending” and the launch of new products.

The announcement comes at a time when demand across the market is rising. As we reported in August, latest data from the Equity Release Council shows a 10% year-on-year rise in lending, with over 14,000 new and returning customers releasing £636 million from their property wealth between April and June 2025. 

Further advances by existing customers were up 40% year-on-year, as many took advantage of rising house prices and increased product flexibilities to borrow more.

LV= also report increase in equity release lending

Other providers are also seeing strong growth. LV= reported that its equity release advances more than doubled to £94 million in 2024, compared with £40 million in 2023, demonstrating a sharp rise in demand from homeowners looking to unlock value from their properties.

Aviva’s update follows its appointment of Emma Layden as Managing Director of Equity Release earlier this month. Layden said: “I am delighted to have the opportunity to lead Aviva’s equity release business; it has a critical role to play in helping customers holistically plan for their retirement. I’m also looking forward to working with our fantastic team on evolving our propositions to continue to create the best possible outcomes for customers.”

If you’re interested in comparing equity release plans from Aviva and all the UK’s leading providers, get in touch today for a free, personalised quotation. Call us on 0808 178 3055 or request a call back and we will arrange an appointment with one of our selected advisers.

Sources

Aviva sales hit £1billion in first half of 2025: Aviva reports 42% equity release sales jump in H1. Mortgage Finance Gazette. Accessed 10 September 2025.