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Feeling sure starts with the facts
We know equity release can feel complicated - and full of myths. From what you read online to what a neighbour might say, there's a lot of mixed information out there.
That's where we come in - the equity release experts. Let's clear up the biggest myths, simply and honestly.
Myth: "I won't own my home"
Truth: You always own it.
It's still 100% yours, if your plan's terms are met. You just unlock some of its value.
Myth: "My kids get my debt"
Truth: They won't.
The no negative equity guarantee means you'll never owe more than your home's worth. No equity release debt is passed on.
Myth: "I'll have repayments"
Truth: They're optional.
The loan plus interest is usually repaid when your home's sold or you move into long term care. Making repayments can help keep costs down.
Myth: "I can't move home"
Truth: You can.
Most plans are flexible - you can move home and take your plan with you if your new home meets criteria.
The myth we hear most often: "I'm going to be scammed"
Truth: You're in good hands, fully supported by qualified experts.
Equity release today is one of the most closely regulated areas of financial advice.
At Key, every customer speaks with a qualified specialist adviser. Every plan we recommend meets Equity Release Council standards - the body that sets industry standards.
We've been helping customers explore their options safely for over 25 years. You can feel confident you're in good hands.
Did you know...
We believe feeling sure means seeing the full picture. That includes drawbacks you should know about before you decide.
See what you could release with our quick calculator
Because feeling sure means more
It starts with honest, personal, trusted advice
Every home has a story
We've helped thousands of people explore what's possible with their homes - from clearing an existing mortgage, to helping loved ones, to enjoying a more comfortable retirement.
Whatever your goal - a little more financial freedom, peace of mind, or simply making home life easier - it starts with understanding your options. Everyone's story is different, but they often start with the same question: "Is it right for me?"
That's where feeling sure begins. Watch how Michael and Carol found confidence in their choice.
Example stories to help you feel sure
Discover examples of how people have used some of the value in their homes to make retirement that bit more comfortable - in ways that feel right for them.
Every home has its own story and every decision starts with feeling sure.
Ready to learn more?
Find out what might be possible for you
Get your free guide (pdf)
Beause feeling sure starts with understanding your options. It's knowing you're never rushed or pressured.
It's a secured loan
As with any loan, interest is added to the amount you borrow
Interest builds over time
Compound interest means the amount owed grows over time - we'll always show this clearly before you decide
It affects your estate and benefits
Equity release will reduce your estate's value and could affect means-tested benefits
It may limit future options
You might have little or no remaining equity later on, which could reduce your financial flexibility
See how equity release works step-by-step (pdf)
Advice that puts you first
At Key, we start by understanding you - your goals, your finances, and what matters most. Only then do we make a recommendation.
We'll explore every option available, not just equity release. And if it's not right for you, we'll tell you - simple as that.
Every Key adviser is experienced, qualified, and regulated. You can be confident you're getting clear, honest advice designed to help you feel sure in your decision - whatever that decision ends up being.
Whether you're looking to stay comfortable in the home you love, clear your existing mortgage, or help family, we'll guide you with care and clarity.
Book a free callback
Because feeling sure means more.
How it works, simply explained
No jargon. No pressure. Just a clear, simple guide to help you understand your options.
Step 1: Explore your options
Speak to a Key adviser who'll take time to understand your goals and what matters to you.
Step 2: Get a personalised recommendation
We'll review all your options to find the right one for you.
Step 3: Decide in your own time
No rush, no pressure. We'll explain everything clearly - and if equity release isn't right for you, we'll tell you.
Why thousands feel confident with Key
Our customers tell us what matters most: being listened to and supported. That's why we focus on clear explanations, simple steps, and genuine care every step of the way.
We're authorised and regulated
We follow strict standards and all advice comes from qualified experts
Equity Release Council members
Every plan we recommend meets the Equity Release Council standards
The UK's most trusted equity release adviser
Over 1 million people helped and thousands of 'Excellent' reviews - you're in good hands
Here when you're ready
Whether you'd like to learn more or speak to someone, we'll help you move forward in your own time and on your terms.
Because feeling sure means more. That's Key.
Ready to learn more?
Explore what equity release could mean for you - clearly, safely, and at your own pace.
Honest | Personal | Trusted
That's the Key difference.
We're authorised and regulated, and every plan we recommend meets the Equity Release Council's standards.
Page last updated: Wednesday 27 May 2026