Let’s hope Help the Aged really is intune with the market

Help The Aged is to sell home insurance and other financial products to the "grey market".
The charity is to set up a financial services arm, Intune, selling insurance products (e.g. travel, home and motor insurance)

The charity hopes the £5m venture with insurer Liverpool Victoria will aim to be profitable within three years.

"Many companies are guilty of lumping the over 50s into one amorphous 'grey' market and being inflexible or discriminatory with their products and services," said Anne Grahamslaw, Intune's managing director. You cannot argue with that!

Well Intune has been fortunate in having a real life case study of how not to appeal to the 50-plus market, with the Heyday disaster, so let’s hope it has learnt some of the lessons.

I just wonder if mixing charities with commercial ventures is fundamentally flawed. Time will tell. Dick Stroud