Key Equity Release has expanded its investment in TV advertising after strong engagement from customers across the equity release and later life lending market.
Originally launched to run from Boxing Day through to 31st January, the campaign has now continued throughout Q1 and is being extended into Q2, reflecting increased demand and positive response levels.
The activity has already generated more than 8.2 million impacts, helping to raise awareness of equity release and support advisers across the UK.
The daytime TV campaign is specifically targeted at over-55s, aligning with Consumer Duty requirements and reducing the likelihood of reaching audiences for whom the products may not be suitable.
Developed in partnership with Smart Response Media, the campaign focuses on clarity, reassurance and addressing common misconceptions around later life lending.
Will Hale (pictured), chief executive officer at Key Equity Release, said: “Our return to TV advertising has been a huge success for the equity release market as a whole and not just Key Equity Release, and it is an easy decision to continue the campaign past its original dates.
“TV advertising is now business as usual for the later life lending market which should also be business as usual for mainstream mortgage market and wealth management advisers too. It is about ensuring customers have all the information to make the right choices.
“By targeting advertising responsibly, we can better support good customer outcomes and ensure our communications reach the people they’re intended for.
“We are very much focused on continued investment in our brand and the equity release market.”
