About Us

Launched in June 2013, Over50choices.co.uk is an online comparison site specialising in later life planning for the over 50s age group. We offer a wide range of personal finance products including funeral planning, equity release, Wills, health insurance, life insurance and most other general insurance products. Quite simply we give you 'choices'!

We are trusted members of the Equity Release Council and authorised and regulated by the Financial Conduct Authority (FCA) for insurance products.

Our purpose

Our purpose is to present simple, easy to read information and guides that help you put plans in place and make more informed financial decisions.

Driven by changing consumer behaviours and a need to provide a service that the over 50s age group market are seeking, Over50choices provides a wealth of information on all aspects of later life planning. Whether you are looking for information on how to get the best from your pension pot, considering unlocking some of the value of your home with equity release or wanting to put plans in place for your funeral, our guides are there to help.

Founding members

Our founder and Managing Director, Ashley Shepherd has 40 years financial services experience and created Over50choices following his fight with prostate cancer in 2010, inspiring him with his wife Claire Shepherd to create a helpful source of information to people wishing to plan their later life finances or those who needed to put end of life plans in place.

Through their combined experience of over 60 years in financial services they have first-hand experience of working with and developing these products.

Trusted by the industry

As a trusted and recognised name in the industry, we have been quoted in many leading publications for our views and contribution to the market sector. These include the Daily Telegraph, Daily Express, The Times, Mail Online, BBC, GuardianMoneyfacts , The Intermediary , Best Advice , Mortgage Solutions and inews.

Trusted by our customers

We have become a recognised source of information for the Over 50s and our customers have given us the highest form of praise with their customer service ratings that you can see from our Trustpilot and Feefo results here.

Feefo logo


feefo gold award 2023

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We have been featured on:

BBC News guardian daily telegraph funeral plans over 50 life insurance high50 logo funeral plans

Did you find this information helpful?

We work with

First Choice Health
Age Partnership

How this site works

Our aim is to provide you with clear and accurate information to help you research your chosen financial products and services. The material on this site is for general information only and does not constitute any form of advice or recommendation.

If a link has an * by it, it means it is an affiliated link to an insurance company or broker that may result in a payment to the site. Should you use the equity release calculator, speak to an Age Partnership adviser and take out a plan out using their services, we receive a commission, however this will not affect the price you pay.

Also, from time to time you may see advertisements from third party companies who pay us a fee to advertise their services on our site.

None of the above arrangements constitute advice or recommendations, as other products and companies are available. You should always obtain independent, professional advice for your own situation.

The information provided on this site is accurate at the date of publication, occasionally however, things will change before we have had the opportunity to update them, so please do check. Always do your own research and take independent advice.

We do not investigate the solvency of any company mentioned on our website and are not responsible for the content on websites we link to.

Over50choices is an independent company and regulated by the FCA (No.594280) for insurance products only and a member of the Equity Release Council.