Key Equity Release has relaunched a national TV advertising campaign, citing growing confidence in the later life lending market and rising demand from over-55 homeowners.
The adviser has unveiled a three-minute daytime television campaign designed to help older homeowners better understand later life lending and make informed decisions about accessing property wealth.
The campaign, which runs initially from Boxing Day through to 31 January, has been developed with direct response TV specialist Smart Response Media. It is expected to return at strategic points throughout the year, reflecting what Key describes as a long-term commitment to improving consumer awareness as the market matures.
The extended advert format has been chosen to allow more detailed explanation of equity release and other later life lending options, with an emphasis on clarity, reassurance and trust. Key said the aim is to address common misconceptions and encourage consumers to seek specialist advice before making decisions involving property wealth.
GROWING DEMAND
The timing of the campaign reflects what the adviser sees as growing demand from over-55 homeowners for support with later life financial planning. Key said property wealth is increasingly being considered to help manage retirement income pressures, frozen income tax thresholds and financial support for family members, particularly following the implications of November’s Budget.
The business said it is seeing broader interest in property wealth as part of financial planning across different life stages, but stressed that specialist advice remains particularly important for older borrowers to ensure all available options are properly assessed.
Rachel East, senior director – later life advice at Key Advice, said: “The return to TV advertising is significant for the equity release market as a whole, not just Key Equity Release.
“Later life lending needs to be part of both mainstream mortgage conversations and wealth management discussions to ensure customers have all the information they need to make choices that are right for them.
“We are really excited to be able to reach those customers who may not have considered modern lifetime mortgages as a viable option and, in turn, support them in later life.
“Our three-minute TV advert enables us to explain those options clearly while reinforcing trust in the advice customers receive.”
Key said internal data shows that two-thirds of its equity release customers use released funds for more than one purpose, underlining how modern lifetime mortgages are increasingly viewed as a flexible financial planning tool rather than a niche solution.
Gifting to children or grandchildren accounted for 9.1% of how funds were used, one of the highest recorded purposes. Key said this highlights the role that equity release can play in intergenerational wealth transfer when taken with appropriate specialist advice.
