The Equity Release Experts (TERE) is launching into the market.
TERE will focus on serving clients who express a preference for whole of market advice as well as those who approach Key via existing intermediary and corporate referral relationships.
This is a complementary proposition provided under the new Key Equity Release service which offers a wide range of Key branded products with advice.
Key has almost 100 advisers working under its whole of market brand, taking the total number of advisers to over 180.
TERE is led by Rob Brennan as sales director and Lyn Perrett as operations director.
Will Hale, chief executive of Key, said: “Supporting whole of market advice and the customers’ right to choose is vitally important to allow the later life lending market to grow and reach its full potential.
“Following a period of recruitment, we are delighted to announce that almost 100 highly qualified advisers are now operating under TERE brand.
“This division combines significant experience and local knowledge with Key’s marketing and operational prowess to create a market leading proposition.”
Brennan added: “At the end of last year, the team spend a significant amount of time working to find the right people to work under TERE brand.
“We now have a national team of almost 100 advisers – one of the largest whole of market offerings in the sector – focussed on servicing their clients and helping more people than ever to realise the benefits of using their housing equity.
“2020 is set to be an exciting year for the industry and we are positioned to take full advantage of the opportunities it holds and will continue to look for new talent to join our team.”