Key has announced a new distribution strategy with a refreshed whole-of-market (WoM) advice offering, and a new integrated service proposition.

Both services will be supported by a new bespoke digital advice delivery platform, which is designed to help advisers deliver specialist high quality advice.

The new changes, prompted by the growing concern that customers are finding it harder to find the appropriate support, will provide a range of advice options within Key, the UK’s largest equity release adviser.

“Significant work has gone into developing this new distribution strategy,” Key CEO, Will Hale, commented. “We recognise the important role that WoM advice plays and are delighted that Rob Brennan and Lyn Perrett have agreed to join the team to spearhead the development of our self-employed division.

“We are also pleased to unveil our Key Equity Release branded proposition, which recognises that for some customers, their needs would be better served by providing them with access to a range of competitive products, from a brand they trust.

“This new offering will be supported by the same high-quality advice that people expect from Key, as well as an end-to-end customer support service designed to help clients navigate what can be a complex process.”

The WoM advice offering, which has been branded ‘The Equity Release Experts,’ and the integrated service proposition, branded ‘Key Equity Release,’ will both build on Key’s ambition to make the right expert financial advice accessible for all.

The equity release adviser also aims to facilitate the growth and development of the market, by attracting and retaining adviser talent in the industry.

Group CEO of Key Group, Simon Thompson, added: “We firmly believe that this shift for Key will benefit our customers, partners and the broader sector – enabling us to make further improvements to the customer proposition – while helping us to continue to invest in consumer education and awareness.

“The new digital advice delivery platform is a vital part of this evolution and will help improve the overall advice experience. We remain a customer-centric organisation and are delighted to bring this type of innovation to the industry.”

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