Key Equity Release is rebranding to Key Later Life Finance to highlight its focus as a specialist finance company for the over-55s.
As the business evolves its offering to include equity release, retirement interest only mortgages and later life mortgages, as well as estate planning and Lasting Power of Attorney services, Key said the new brand better reflects the diverse market that it serves.
Key said the term ‘equity release’ may have served as a barrier to some customers and by moving away from that term to look at later life finances, Key hopes it will help customers to see products in a new light.
Alongside its new name, Key has also adopted the strapline ‘For the life in later life’ which is to encourage consumers to consider the different options available to them at age 55, including setting up a new business, spending quality time with loved ones or carrying out home renovations.
Will Hale, CEO at Key Later Life Finance, said: “We have been supporting customers as they access their housing wealth for over twenty 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.
“Whether people are looking to boost their retirement income, support family or manage debt as they approach retirement, Key Later Life Finance is ideally place to help them take control of their finances and make the right choices for their individual circumstances. 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.”
