Royal London has rolled out its whole of market equity release advice service to consumers and advisers, following the rebrand of its recently-acquired later life business.

The mutual’s equity release advisers offer access to later life experts on equity release and other offers, such as retirement interest-only mortgages.

They will advise on products from lenders who adhere to the standards of trade body, the Equity Release Council.

Royal London chief customer officer Jo Kite says: “We believe the Royal London brand will bring confidence to those seeking to find the best solution to meet their later life needs, in what continue to be challenging market conditions.”

Last week, Royal London brought equity release business Responsible Lending under its own branding, calling the larger unit Royal London Equity Release.  

Royal London, which is the UK’s biggest life and pensions mutual, completed its takeover of the Responsible Group, comprising Responsible Life and Responsible Lending, at the end of January.

The move saw it buy the 60% of the group it did not already own for an undisclosed fee.

In November, when the mutual first announced the measure, it said the move would allow the group to “scale the provision of later life lending in what it believes will be a growing market”.

Royal London’s overall business includes protection, long-term savings and asset management.