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Key Retirement focuses on widening advice and innovation

13 October 2014

Rebrand sets the scene for product launches and expansion

Leading over-55s financial specialist Key Retirement is focusing on innovation and advice as it rebrands ahead of the retirement revolution being ushered in from April 2015.

The broker, founded in 1998 as an equity release specialist, has changed its name to Key Retirement to reflect the expansion of its range of financial services and advice expertise.

The rebrand 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 £50 billion a year by 2023. A strengthened brand identity, new responsive website ( and corporate restructure, announced earlier this month, will 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 innovative new products and services on the way for those in and approaching retirement.

Colin Taylor, chief executive of Key Retirement said: "The new name and identity reflects our position as experienced financial services experts focused on meeting the changing needs of customers.

"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 £35 million. Recent expansion has included strengthening its proposition for intermediaries in the specialist lending market with the acquisition of leading packager V Loans.

It has also secured a deal which sees it take up a majority shareholding in fixed term annuity provider Primetime Retirement, adding to its existing financial services range which includes retirement income, Wills and Lasting Power of Attorney.

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Page last updated: Monday 01 October 2018