"Whether a customer wants whole of market advice, a Key Equity Release branded plan or access to other later life lending products, they can visit us."
Both services will be supported by a new digital advice delivery platform for advisers.
Key's new customer-facing brand – The Equity Release Experts – is aimed at both its employed and self-employed advisers seeking to focus in this market.
Rob Brennan, former sales director at The Right Equity Release, and Lyn Perrett, previously operations director at The Right Equity Release, will lead the self-employed adviser division.
The new integrated service proposition will offer customers fee-free advice and access to over 80 Key Equity Release branded products.
Under the new proposition, if Key branded products don't meet customer needs, they will be transferred to thw whole of market offering.
Will Hale, CEO of Key, said: “The later life market is evolving and we are evolving with it to ensure we remain at the forefront in meeting the needs of our customers, partners and colleagues. Significant work has gone into developing this new distribution strategy which I am proud to announce today.
“We recognise the important role that whole of market advice plays and are delighted that Rob Brennan and Lyn Perrett have agreed to join the team to spearhead the development of our self-employed division. We are also pleased to unveil our Key Equity Release branded proposition which recognises that, for some customers, their needs would be better served by providing them with access to a range of competitive products from a brand they trust. This new offering will be supported by the same high quality advice that people expect from Key, as well as an end-to-end customer support service designed to help clients navigate what can be a complex process.
“We see both of our advice options as growth areas for the business and will be seeking to recruit ambitious advisers who want to be part of a great team. We are delighted to launch these initiatives which mean that whether a customer wants whole of market advice, a Key Equity Release branded plan or access to other later life lending products, they can visit us.”
