Key Equity Release has extended its television advertising campaign into the second quarter after reporting a rise in interest from potential customers in equity release and the wider later life lending market.
The adviser-focused business said the campaign, which had originally been due to run from Boxing Day to 31 January, continued throughout the first quarter and will now remain on air into Q2.
Key said the campaign has so far delivered more than 8.2 million impacts, as it looks to raise awareness of equity release and support advisers operating in the later life lending sector.
The three-minute daytime television advert is aimed at over-55s homeowners, with the firm saying the targeting is designed to reflect Consumer Duty requirements by reducing the likelihood of the promotion being seen by consumers for whom the products may be less suitable.
The campaign was developed with direct response television partner Smart Response Media and focuses on clarity and reassurance, while addressing questions and misconceptions around equity release and other later life lending options.
Key said it is seeing growing interest in the role of property wealth within financial planning and wants more customers to seek specialist advice so that all options are considered.
Will Hale, chief executive of Key Equity Release, said: “Our return to TV advertising has been a huge success for the equity release market as a whole and not just Key Equity Release, and it is an easy decision to continue the campaign past its original dates.
“TV advertising is now business as usual for the later life lending market which should also be business as usual for mainstream mortgage market and wealth management advisers too. It is about ensuring customers have all the information to make the right choices.
“By targeting advertising responsibly, we can better support good customer outcomes and ensure our communications reach the people they’re intended for. We are very much focused on continued investment in our brand and the equity release market.”
