Key Retirement Group rebrands as Key Group

Ryan Fowler

October 2, 2019

Key Retirement Group has rebranded as Key Group. 

The Group which includes the UK’s largest later life adviser (Key), the referral service (Key Partnerships), one of the largest equity release lenders (more2life) and the industry support service (AiR Group) – operates across the entire later life lending market including legal services and employs over 500 people (+40% in the past two years).

The rebrand also sees the launch of a new website (www.wearekeygroup.co.uk) and builds on the work already undertaken on the Key, Key Partnerships and more2life brands to bring a more cohesive approach to Group branding.

Simon Thompson, CEO of Key Group, said: “In order to help more consumers unlock a better retirement, the later life lending sector needs to grow and evolve – and we are determined to be at the forefront of these developments.

“Building on our commitment to customer service and deep understanding of this market, we will support organisations and individuals in unlocking the potential in this sector.

“Whether, they are looking for a partner to provide their customers with white labelled advice, someone to refer interested clients to for help, support to build their business or the opportunity to invest, we can help them.

“The rebrand brings a more cohesive approach to our various brands and highlights Key Group’s big ambitions for the future. We are not just a lender or an adviser or a rapidly growing support service – we are all of the above and keen to work with others to grow the market.”

This rebrand work was completed in partnership with Start Design, an independent design consultancy.


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