Just Retirement has become the third key provider of specialist financial services to formally endorse and support the Society of Later Life Advisers (SOLLA) brand.

This follows the decision by Octopus Investments Limited to become a strategic partner in May 2015, and the decision by Partnership to actively support the SOLLA Standards initiative announced in September 2015.

SOLLA Enterprises co-chairman and SOLLA founder, Tish Hanifan, said: “The SOLLA Brand is entirely focussed on improving customer outcomes in the later life market. We have gradually developed a proposition that retains genuine independence, but at the same time requires the support of reputable and key players in this market.

“We have decided that there will be no more than four ‘support’ partners, and we are delighted that Just Retirement will be one of them. We expect to announce the fourth and final agreement during the first half of 2016.”

Stephen Lowe, director at specialist retirement income provider Just Retirement, added: “The SOLLA team have put together a series of demanding new industry initiatives and standards that aim to benefit consumers and those involved in offering advice.

“As a specialist financial services group focused exclusively in supporting people approaching and in-retirement we are delighted to have this opportunity to support the development of the SOLLA brand, and believe that the opportunity exists to offer a framework that will set new levels of trust and confidence in the sector.”