Key Equity Release rebrands to Key Later Life Finance

To highlight its focus as a specialist finance company for the over-55s, Key Equity Release has announced that it is rebranding to Key Later Life Finance.

The equity release adviser said the new brand underlines the evolution of the business, which provides expert advice on a range of innovative later life lending products, including equity release, retirement interest only mortgages, and later life mortgages, among others.

“We have been supporting customers as they access their housing wealth for over 20 years, and we are building on this heritage as we evolve our offering to meet their developing needs and wants. Our brand now better reflects the vibrant, diverse, and exciting market that we operate in and the range of services that we offer,” Will Hale, chief executive officer at Key Later Life Finance, said.

By moving away from the language of equity release to looking at later life finances, Hale said it would enable the company to engage with more potential customers, who could benefit from later life products.

Read more: Two thirds of homeowners aged over 55 don’t understand equity release.

“This new brand will also help to grow the wider understanding of this developing market and ensure that more people are aware of their options in later life,” Hale said.

Key believes that there is huge potential for growth in the later life market by enabling the over-55s to gain control of their finances and is launching Key Later Life Finance in response to strong demand from customers.

The new positioning, the company said, reflects developments in the market, which now see modern later life lending and equity release products offer flexible features and low rates.

More details on this story will be available in this month’s issue of Mortgage Introducer magazine.