The group says it is “on a mission to be the UK’s leading retirement finance expert, working with the industry to develop the later life lending to help more people finance a better retirement”.
 
The rebrand coincides with the company’s and it says it has the “helped over-55s release more than £5bn worth of equity from their properties and invested substantially in marketing, services, products, people and technology to support this mission going forward”. 

Going forward, Key Group says it is looking to:
 
·        Increase the role of technology in the sector to improve customer experiences, support advice quality and improve efficiency;

·        Collaborate with partners to build smart later life lending products based on unique customer insights to address real customer needs;

·        Work to equip advisers to deliver good quality equity release advice supporting their ambitions in delivering the right outcomes for customers;

·        Make expert financial advice accessible for all people on the retirement journey;

·        Encourage product and service innovation to enhance the range of retirement financial solutions to meet customer needs;

·        Ensure that the issues important to customers are recognised by being a leading voice for over-50s on retirement finance matters;
 
The rebrand also saw the launch of a new website, www.wearekeygroup.co.uk.
 
Simon Thompson, CEO of Key Group, said: “In order to help more consumers unlock a better retirement, the later life lending sector needs to grow and evolve – and we are determined to be at the forefront of these developments. 

“Building on our commitment to customer service and deep understanding of this market, we will support organisations and individuals in unlocking the potential in this sector. 
 
“Whether, they are looking for a partner to provide their customers with white labelled advice, someone to refer interested clients to for help, support to build their business or the opportunity to invest, we can help them. 

“The rebrand brings a more cohesive approach to our various brands and highlights Key Group’s big ambitions for the future. 

“We are not just a lender or an adviser or a rapidly growing support service – we are all of the above and keen to work with others to grow the market.”