Key Equity Release has returned to television advertising, signalling growing confidence across the equity release and wider later life lending market.
The UK’s largest equity release adviser has launched a three-minute daytime TV campaign designed to help homeowners aged over 55 better understand their later life lending options and make informed decisions about accessing property wealth.
The campaign will initially run from Boxing Day until 31st January and has been developed in partnership with specialist DRTV agency Smart Response Media.
Key said the campaign is expected to run at strategic points throughout the year, reflecting a long-term commitment to improving awareness and understanding as the later life lending market continues to mature.
The extended three-minute format has been deliberately chosen to allow the firm to explain equity release clearly, responsibly and in a consumer-focused way, addressing common misconceptions around lifetime mortgages and related products.
The timing of the campaign reflects rising demand from over-55 homeowners for advice on using property wealth, particularly following the implications of November’s Budget.
Pressures on retirement income from the ongoing cost of living squeeze, frozen income tax thresholds and the growing need to support children and grandchildren through gifting are all contributing to increased interest in later life lending solutions.
Key said it is seeing broader engagement with property wealth as part of financial planning across different life stages, with specialist advice playing a critical role in ensuring older customers consider all available options.
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.”
Data from Key shows that around two-thirds of equity release customers use the funds they release for multiple purposes, underlining how modern lifetime mortgages are increasingly being used as flexible financial planning tools rather than niche products.
Gifting to children or grandchildren accounted for 9.1% of fund usage, highlighting the growing role of equity release in intergenerational wealth transfer when supported by specialist advice.
