Abstract: A boat lift assembly comprises a winch, a cable wrapped around the winch and adapted to be attached to the platform, wherein rotation of the winch in a first direction urges the cable to wrap further around the winch, and rotation of the winch in a second direction urges the cable to unwrap around the winch, and a cable retainer comprising a first bracket and a second bracket. A gap separates the cable from the cable retainer when the cable is taut around the winch, and when the cable is slack the cable is restricted from movement away from the winch by the cable retainer.