Equity release adviser, Age Partnership, has secured Eamonn Holmes to front its marketing campaign for the next 12 months.

The TV personality will appear in Age Partnership’s television commercials, explaining the option of equity release as a means of accessing some of the tax-free cash from one’s home.

Holmes will also feature on the advisory firm’s online and print literature.

Justin Wysocki, chief revenue officer at Age Partnership, said: “Over the past seven years we have run many successful TV ads explaining the option of equity release to the general public.”

“The decision to go with a celebrity, and in particular Eamonn, for our new campaign was born from a desire to ensure we are reaching as many over 55-year-old homeowners as possible with the message that equity release is an option for them to consider. We know that it won’t be a suitable solution for everyone, but until they speak to us they won’t know if it’s right for them.”

“As a trusted family man of a certain age, Eamonn is a perfect fit for our brand and is instantly recognisable. What’s more, he has been a total pleasure to work with.”

Holmes (pictured) added: “When I was approached to work with Age Partnership I didn’t know much about equity release, but after some research I can understand how it is an option that should be considered by homeowners age 55 and over. Releasing some money to fund home improvements, or help out family means life really can get better with Age.”