Rebranding the UK’s leading later life lender to enable future growth.

Key Group
Brand Design
Financial Services

Key Group, formerly KR Group, is the later life lending experts with a market leading specialism in equity release. The group of companies includes Key: the UK’s largest later life adviser, Key Partnerships: the leading referral service, more2life: one of the largest equity release lenders, AiR Group: the most popular industry support service. The new Key Group aims to become the UK’s leading later life lending company. 

Having grown organically and through a series of strategic acquisitions, Key Group was aware it needed a more cohesive approach to its corporate brand and group brand architecture in order to grow the market. Their ambition is help create a fulfilling retirement for everyone in the UK by using its wealth of experience and insight in unlocking property wealth to deliver innovative products, services and advice.

Start Design was appointed to collaborate with management to create a new brand platform to enable planned future growth.

Redefining Key Group’s position to grow the later life finance market

Key is an established name, particularly in later life lending and equity release. Central to our approach was to establish Key Group as the core brand, simplifying corporate brand architecture, whilst seeking to build on existing brand equities of its specialist businesses. To enable rapid growth in the market, we encouraged Key Group to think beyond the boundaries of the category conventions, to establish greater sector brand differentiation. The realigned Key Group brand architecture is designed build more value into the name ‘Key’.

Workshops and research qualified that retirement is ‘no longer a moment in time, now starting at 70, but a planned journey from 55 onwards. This insight was not only central to audience needs, but also for opening earlier points of customer engagement to help Key Group along its own growth path. 

Key Group is committed to providing better retirement planning advice, product choices and improved customer experience. It is developing new digital tools to improve knowledge and inspire customer confidence. Rethinking modern retirement needs, alongside the attributes of Key, inspired a new brand line – ‘Retirement Finances. Unlocked’. 

The rebrand also sees the launch of a new website

Speaking in October 2019, Simon Thompson, CEO, Key Group said, “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 these and keen to work with others to grow the market.” 

Breathing new life, into Key Group’s ambitions 

“While customers have changed and their aspirations have grown, the later life lending market has seen little real change or innovation for far too long. Key Group is keen to be the UK’s leading retirement finance expert who acts as a catalyst to see more customers receiving the support and products, they need to finance a better retirement. Our rebrand clearly signals our aspirations in the market and brings a cohesive and fresh approach to branding across the Group. We are not only delighted, but sure the work Start Design has undertaken, will help us to breathe new life into how we communicate our ambitions for the Group, and will be a key contributor to our future.”

Chris Bibby,
CMO Key Group