It has launched the Simply Later Life proposition, which will use the broad capabilities across Key Group and advanced functionality of Air Group to deliver a market-leading services, sourcing and referrals proposition for its members.

This will include:

• Access to the new SimplyBiz sourcing platform developed in partnership with Air Group as well as the opportunity to benefit from the LIBF accredited Air Academy and specialist Helpdesk Support;
• Ability for advisers who prefer to refer cases to tap into Key Group’s broader advice capabilities via a Key Partnerships portal;
• Ongoing access to the range of competitive products offered by more2life as part of the SimplyBiz mortgage panel.

SimplyBiz Mortgages will also provide a breadth of financial promotions and regulatory and compliance support as part of the Simply Later Life offering.

Richard Merrett, head of strategic development for SimplyBiz Mortgages, explained the initiative had been designed to deliver positive outcomes for consumers, intermediaries and the equity release and later life markets as a whole.

He added: “The past 12 months have accelerated the need for robust later life planning, and set the need to protect both family and home at the forefront of consumers’ minds.

“Equity release should be viewed not as a product, but as a potential solution where people can prepare, plan and protect in three crucial areas that impact their lives: family, tax and wealth planning and lifestyle.

“We are always looking for ways to support our firms and help them to grow, but it is essential that we do so in a sustainable manner, which is why we chose to partner with Key Group, a trusted specialist partner, to jointly deliver this valuable service.

“We believe that a true partnership between our respective positions as the market-leader in the provision of compliance and business support for intermediaries and the market-leader in equity release distribution, means we are perfectly positioned to help to raise advice standards and deliver better customer outcomes across the sector, powering the growth of existing and new firms alike.”

Russell Warwick, group distribution director at Key Group, said: “Having worked closely with SimplyBiz in the past, we know how hard they work to support their members’ ambitions to not only provide good customer outcomes but to develop robust sustainable business models.

“We are therefore pleased that we can build on our existing relationship to launch ‘Simply Later Life’ which uses the broad capabilities across the Key Group and advanced functionality of Air Group to deliver a market-leading services and sourcing platform. 

“The later life lending market is growing and holds significant potential for advisers who are seeking to provide a broader range of options to their clients either directly or through referral partnerships.

“This partnership will make it easier for them to access the support and services that are right for their individual firms and allow them to provide robust compliant support to customers.”