Key Equity Release is rebranding to Key Later Life Finance in a bid to highlight the range of products for the over-55s the advice firm offers.

Key, which offers advice on equity release, retirement interest-only (Rio) and later life mortgages says it conducted “extensive research with both advisers and customers” and discussions with business partners with regards to how best drive positive market growth.

It says moving away from the ‘equity release’ branding will allow customers to see these products in a new light, helping more customers to consider later life lending options adding that for some the term equity release may have been a barrier to exploring this option.

The rebrand comes with a new strapline: ‘For the life in later life’.

In 2018, Key rebranded from Key Retirement.

Key Later Life Finance chief executive Will Hale says: “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. This new brand will also help to grow the wider understanding of this developing market and ensure that more people are aware their options in later life.”