The organisation is made up of later like adviser Key, referral service Key Partnerships, equity release lender More 2 Life and support service Air Group.
Air is the newest entrant to the Key stable, having joined in May 2018.
The rebrand includes the launch of a new website, with the firm arguing it represents a more “cohesive” approach to group branding.
Simon Thompson (pictured), chief executive officer of Key Group, said the firm wanted to help both organisations and individuals to “unlock the potential” in the later life 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,” he said.
“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.”
Key also outlined its ambitions for the future, which include increasing the role of technology in the sector in order to improve the experience of customers and support quality advice, as well as making expert advice accessible to all.