Royal London is looking to boost its presence in the equity release market by bringing Responsible Lending under the Royal London brand.
The rebrand to Royal London Equity Release follows the completion of the mutual's acquisition of later life lending and product specialists Responsible Life and Responsible Lending at the end of January.
Chris Flowers, intermediary sales director at Royal London Equity Release, said: "We have been providing the Royal London Equity Release product range to later life lending customers since April 2023.
“This development sees our branding unify with Royal London, making it easier for customers and advisers to identify us alongside our products whilst providing the same great products and service."
The firm said adding later life lending to its proposition allows it to “further strengthen its support for advisers and customers looking for a broad range of funding options in retirement”.
Susie Logan, chief marketing officer at Royal London, added: “Royal London is passionate about improving choice and offering solutions for customers at all life stages, including funding for later life needs.
“We believe housing wealth will increasingly become a key component of holistic financial planning and the move to a single brand will increase our visibility in the market.
“While the brand is changing, the same teams will continue to deliver the exceptional service they’re known for, providing continuity to customers and advisers.”
Founded in 2010, Responsible Group is a later life mortgage broker and lender.
amy.austin@ft.com
