55Plus, the national equity release specialist, has rebranded after almost doubling turnover in the space of two years.

The venture, which includes a new name, logo and website, is part of the company’s mission to service more regions of the UK and attract new clients.

Previously known as 55Plus Equity Release, the business has taken on an additional 15 advisers, invested in new technology, which included a customer relationship management system, and undergone a corporate rebranding.

Jan Johnson, director and founder, said: “We believe this new simplified name will better reflect the comprehensive range of later life lending schemes we provide and our passion for simplifying life’s financial challenges for our clients. We shall continue to meet the needs of our clients with trust, skill, and transparency by providing a personal and holistic approach to equity release.

“We are confident this re-branding will help raise the profile of our services with both existing and prospective clients throughout the country.

“I wanted to provide a fair and honest solution for homeowners over 55 that did not limit them by income or access during periods of financial hardship, or when achieving later life goals. We pride ourselves on being able to offer our customers care, trust, empathy, dedication and credibility in their later life lending options.”