Key Retirement rebrands as Key

The updated website will include a new ‘discovery zone’ for customers looking to research equity release including a variety of tools such as enhanced calculators, property valuations, online eligibility checkers and plan comparisons. It will also include a myth buster as well as extensive content and help for customers.

Key says this is the start of a brand refresh project for its parent company Key Retirement Group, with further changes to be announced over the next six months.

Key will advertise the rebrand with a national TV advert which includes the strapline “Good Advice is Key”.

Simon Thompson, chief executive officer at Key Retirement Group, said: “The equity release market is growing and evolving at a phenomenal rate as an increasing number of over-50s realise that they can use housing equity to meet the financial challenges they face. We need to evolve to meet these needs and highlight our fundamental belief that good advice to key to safe sustainable consumer outcomes.

“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. We will be working on making changes to our other brands over the next six months as we focus on ensuring we are ideally positioned to take advantage of the opportunities offered by these markets.”

Will Hale, chief executive officer at Key, added: “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. We look forward to providing our award-winning service to our customers under our exciting new branding.”