Royal London is bringing its recently-acquired equity release business,  Responsible Lending, under its own branding.

The mutual’s later life lending arm will now be known as Royal London Equity Release.

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

Its overall proposition now includes protection, long-term savings and asset management products and services.

Royal London says its equity release acquisition aims to meet the needs of an “ageing population, with many who find themselves with property wealth but insufficient pension savings to support their desired standard of living, creates a real need for later life lending options”.

Group chief marketing officer Susie Logan says: “Royal London is passionate about improving choice and offering solutions for customers at all life stages, including funding for later life needs. 

“We believe housing wealth will increasingly become a key component of holistic financial planning and the move to a single brand will increase our visibility in the market.

“While the brand is changing, the same teams will continue to deliver the exceptional service they’re known for, providing continuity to customers and advisers.”

Royal London Equity Release intermediary sales director Chris Flowers says: “We have been providing the Royal London Equity Release product range to later life lending customers since April 2023. 

“This development sees our branding unify with Royal London, making it easier for customers and advisers to identify us alongside our products whilst providing the same great products and service.”