She has over two decades of experience in financial services
Later life lending adviser Key Advice has appointed Rachel East (pictured) as its new director of advice and adviser services.
East, who joined Key in 2018, will oversee all specialist equity release advisers across the Key and The Equity Release Experts brands.
With over two decades of experience in financial services, East previously managed one of Key’s regional advice divisions and led the adviser services function. Key believes that her extensive background in specialist equity release advice and broader financial services positions her well for the new leadership role.
Ian English, who led Key’s adviser team for the past six years, stepped down at the end of August and transitioned to a new role in the financial services sector. English supported Key’s adviser growth from 2018 to 2022 and helped implement new Consumer Duty principles and a broader later life lending advice strategy.
“I am delighted that we can promote Rachel East into the role of director of advice and adviser services, managing our adviser team across all of our advice propositions,” said Chris Bibby, managing director at Key Advice. “Rachel has the energy and skills to oversee a return to growth in specialist later life advice for Key as the market bounces back, with a sharp focus on the use of technology to rethink how we deliver and support the advice process going forward.”
Commenting on her new role, East said she was delighted to be leading Key’s advice channel in the next stage of its development.
“I’m excited for the challenge ahead and the opportunity to work with and develop the teams, from our adviser services department through to our adviser workforce,” she added.
“The use of technology and embracing change will allow us to continue to support even more customers as we move through the remaining months of 2024 and into 2025. Key continues to be industry leading and over the last six years, I have had the pleasure of working for this business, it remains focussed on creating great customer outcomes.”
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