The Equity Release Council (ERC) has launched a new guidance hub to encourage better treatment of vulnerable customers.

The hub, Safe Steps, will give later life lending firms practical tools, insights, and confidence to respond to customer vulnerability.

While created by the ERC, the resource is being shared with partners across the industry, including the Association of Mortgage Intermediaries (AMI).

ERC director of risk, policy and compliance Kelly Melville-Kelly said: “Every customer has a story. For some, later life lending is a positive step towards new opportunities; for others, it comes at a time of change or challenge.

“Safe Steps is about recognising those moments and responding with understanding and respect. Vulnerability isn’t a label. It’s a reminder that behind every decision is a person navigating their own circumstances. This new resource helps professionals replace anxiety with reassurance, confusion with clarity, and isolation with dignity.”

The new hub will share case studies, adviser prompts and other practical examples on how to better treat vulnerable customers.

AMI chief executive Stephanie Charman said: “Supporting customers in vulnerable circumstances is a collective responsibility that builds on the industry’s ongoing efforts to promote awareness and education. By sharing Safe Steps with AMI members, we aim to raise awareness of vulnerability characteristics and suitable accommodations, while also providing firms with practical tools to engage more.”

The ERC announced it was working on the hub in July 2025.