Independent advice, equity release and later life lending firm Key Retirement has rebranded. 

The company will now simply go by Key.

The firm says the change will be rolled out across all the companies’ assets on a “phased basis” including the website, customer facing communication and digital channels.

The updated website will include a new ‘discovery zone’ for customers looking to research equity release including tools such as enhanced calculators, property valuations, online eligibility checkers and plan comparisons.  

The firm described the rebrand as “the start of a fresh project” which represents the firm’s aspirations “in this rapidly growing and changing market.”

Simon Thompson, chief executive at Key Retirement Group, said: “The equity release market is growing and evolving at a phenomenal rate as an increasing number of over-50s realise that they can use housing equity to meet the financial challenges they face.  

“We need to evolve to meet these needs and highlight our fundamental belief that good advice to key to safe sustainable consumer outcomes.

“We have chosen to kick off our brand refresh project by launching our good advice is key campaign.

“Retirement is no longer the event that it was 20-years ago when we launched and this change reflects the reality for many of our customers.”