The first slot appears on national TV on July 24 and aims to highlight the importance of advice with an “entertaining and eye-catching” campaign.
The rebrand is to be phased in across the company’s website, customer facing communication and digital channels.
Key’s updated website will also include calculators, property valuations and online eligibility checkers for customers.
The rebrand is part of a wider project for parent company Key Retirement Group, which is looking to create greater cohesion among its brands.
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.
“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.”
Will Hale, chief executive at Key, added: “As a company, we have been pioneers in the equity release market since we launched twenty years ago and we are delighted to unveil our new brand to the market today.
“We have worked hard with our agencies to truly define what makes the company a market leader and believe that this rebrand reflects not only our heritage but our evolution.
“We look forward to providing our award-winning service to our customers under our exciting new branding.”