Air has revealed its new brand and purpose at its National Later Life Adviser Conference held at the National Space Centre in Leicester with more than 300 advisers in attendance.

At the event, Stuart Wilson, CEO at Air, outlined how the new approach will look to build on the existing strengths of its proposition to better support its members in the sector. Broadening the Air offering and the wider later life lending market will become a development objective for members who will see additional support to embrace the wider consumer focused needs.

With the later life lending market recently sized by AKG at £153.9 billion, Air is leveraging technology, knowledge and people to underpin a range of services for later life lending advisers. Going forward, Air says it will focus on offering lenders and advisers digital sourcing tools, personal performance development services and incentives and rewards programmes.

This evolution will see Air Group become Air, which will be supported by a range of service brands including airsourcing, airclub, airambassadors, airacademy and airmarketing. Further information will be unveiled about how these offerings are growing over the coming months, with an evolved Club proposition to follow shortly as well as an updated Academy.

Wilson said: “We are delighted to unveil our new brand and purpose at our first in-person National Later Life Adviser Conference in three years. As an organisation which has consistently grown organically to meet the needs of advisers, we felt now was the right time to take a step back and ensure that our entire offering works together to provide the best possible support for our members.

“The feedback we had at the conference has been phenomenal and it really feels like we are listening to what advisers need and want from a platform. Speaking to members, it is refreshing to get back to large scale events and fantastic to see delegates enjoying the sessions, led by key industry figures and meeting up with colleagues from across the sector that they may not have seen in quite some time.

“Overall the National Later Life Adviser Conference was a huge success and I look forward to unveiling more information about the Air offering over the coming months as we work to use technology to build the industries knowledge base and create a more rewarding environment for members.”