The move comes after its acquisition of the Responsible Group
Royal London has rebranded Responsible Lending under its own name, following its acquisition of the later life lending firm earlier this year.
The rebranded entity will now operate as Royal London Equity Release.
Royal London’s entry into the later life lending market aligns with its broader strategy to provide a comprehensive range of financial products, including protection, long-term savings, and asset management. The company sees increasing demand for later life lending solutions as more retirees face the challenge of insufficient pension savings despite significant property wealth.
The move comes after Royal London, a leading life, pensions, and investment mutual, completed its purchase of the Responsible Group, which includes Responsible Life and Responsible Lending, in January 2024. The acquisition aims to expand Royal London’s presence in the equity release market and further enhance its offerings to advisers and customers.
“Royal London is passionate about improving choice and offering solutions for customers at all life stages, including funding for later life needs,” said Susie Logan (pictured left), group chief marketing officer at Royal London. “We believe housing wealth will increasingly become a key component of holistic financial planning and the move to a single brand will increase our visibility in the market.
“While the brand is changing, the same teams will continue to deliver the exceptional service they’re known for, providing continuity to customers and advisers.”
Chris Flowers (pictured right), intermediary sales director at Royal London Equity Release, added that they have been providing the Royal London Equity Release product range to later life lending customers since April 2023.
“This development sees our branding unify with Royal London, making it easier for customers and advisers to identify us alongside our products while providing the same great products and service,” he said.
Want to be regularly updated with mortgage news and features? Get exclusive interviews, breaking news, and industry events in your inbox – subscribe to our FREE daily newsletter. You can also follow us on Facebook, X (formerly Twitter), and LinkedIn.
