The move sees the broker, founded in 1998 as an equity release specialist, drop “Solutions” from its name so it will simply be called Key Retirement.
The rebrand is to reflect the expansion of its range of financial services and advice services.
The move comes at a pivotal time for Key Retirement as it seeks to play a major role in serving the growing retirement market; forecast to treble to £50bn a year by 2023. The firm launched a new website (www.keyretirement.co.uk) and a corporate restructure, announced earlier this month to help the company capitalise on changes in the retirement market, first announced in the Budget this year.
Following a comprehensive strategic review, Key Retirement has recently launched two specialist distribution divisions; appointing Richard Overson as managing director of retirement lending and Dean Mirfin as managing director of wealth and retirement options. Further expansion in the lending and income markets is planned, with new products and services on the way for those in and approaching retirement.
Colin Taylor, chief executive of Key Retirement, said: “We will be building on our core areas of expertise with a range of new plans and initiatives but our focus will always be to work hard to ensure all customers are aware of all the retirement options available to them.”
Key Retirement is backed by leading private equity investor Phoenix Equity Partners which bought a majority stake last year for £35m.
The firm bought specialist lending packager V Loans and secured a deal which sees it take up a majority shareholding in fixed term annuity provider Primetime Retirement. The move adds to its existing financial services range which includes retirement income, wills and lasting power of attorney.
