Equity ReleaseJul 24 2018

Key Retirement launches rebrand

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Key Retirement launches rebrand

Key Retirement has rebranded as Key, making changes across its website, customer facing communication and digital channels.

The changes are part of a brand refresh for the adviser’s parent company, Key Retirement Group, as it aims to bring "cohesion" to the look and feel of its brands.

The revamped Key website features a myth buster tool, enhanced calculators, property valuations and online eligibility checkers targeted at customers looking to research equity release.

Simon Thompson, chief executive at Key Retirement Group, said the company needed to evolve to accommodate the rapidly growing equity release market.

Equity release has grown steadily over the past years. Figures released by the Equity Release Council last week (20 July) found homeowners aged 55+ unlocked £971m from their homes in the second quarter of this year - a record amount for any quarter.

Total lending between April and June had increased 12 per cent quarter-on-quarter and 39 per cent year-on-year.

Mr Thompson said: "We have chosen to kick off our brand refresh project by launching our good advice is key campaign.

"Retirement is no longer the event that it was 20-years ago when we launched and this change reflects the reality for many of our customers.  We have a real passion for giving high quality advice and we wanted to bring this to life in our advertising."

Mr Thompson said more changes are expected over the next six months and the firm will accompany its rebrand with an advertising campaign on national TV.

Will Hale, chief executive at Key, said: "As a company, we have been pioneers in the equity release market since we launched twenty years ago and we are delighted to unveil our new brand to the market today.  

"We have worked hard with our agencies to truly define what makes the company a market leader and believe that this rebrand reflects not only our heritage but our evolution."

rachel.addison@ft.com