The Association of Lifetime Lawyers

Across the UK, a growing number of older and vulnerable people are being mis-sold so-called Asset Protection Trusts with the promise of shielding them from care home fees and inheritance tax.

In reality though, these trusts often do the opposite, leading to unexpected tax liabilities, loss of control over property and legal disputes – resulting in unexpected legal fees and thousands of sleepless nights for families.

It’s a pressing issue, with 95% of Lifetime Lawyers stating they’ve encountered clients who’ve been mis-sold asset protection trusts, and one in four saying they’ve seen an increase in the last 12 months.

A consumer issue hidden in plain sight

Together with the Association of Lifetime Lawyers, we launched a campaign to shine a light on this consumer issue hidden in plain sight – issuing a strong warning for consumers and calling for tougher regulation.

We followed a multi-channel comms strategy to raise awareness of the issue among consumers, while also positioning Lifetime Lawyers as the leading legal experts in this area.

We put lived experiences at the centre of the story – carefully showcasing the real impact that mis-sold asset protection trusts can have on vulnerable people – and released a comprehensive report about the issue, including a helpful ‘Trust or trap: red and green flag guide’ for consumers.

Making sure consumers no longer fall for the trap

The campaign has had a significant impact on raising awareness of this issue across the UK. We achieved more than 1,300 campaign website visits on launch day alone and a total of 116 pieces of media coverage, including:

• BBC Breakfast, BBC Radio 4 Today programme and Moneybox as well as BBC One Morning Live – with the potential of reaching more than 10 million consumers
• We secured op-eds in The Times Law pages as well as the Financial Adviser – getting this issue on the radar of professionals in the legal sector
• And a variety of pieces in regional and trade media outlets.

This meant we were able to reach those affected (who might have been unaware), warn those considering signing an Asset Protection trust and position Lifetime Lawyers as the experts in this subject matter.

Our campaign has driven meaningful discussions around stronger regulations – the Solicitors Regulation Authority is now reviewing the guidance it publishes on asset protection trusts.

Read more here.