Royal London to rebrand new equity release business

Royal London is to bring its recently acquired equity release business, Responsible Lending, under its own branding.

The mutual’s later-life lending arm will now be known as Royal London Equity Release.

The group, which is the UK’s biggest life and pensions mutual, completed its takeover of Responsible Life and Responsible Lending at the end of January this year.

“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,”  said Chris Flowers, Royal London Equity Release intermediary sales director.

Group chief marketing officer Susie Logan added that the group was 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,” said Logan. “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.”

Royal London’s overall proposition now includes protection, long-term savings and asset management products and services.

The group said its equity release acquisition aims to meet the needs of an “ageing population, with many who find themselves with property wealth but insufficient pension savings to support their desired standard of living, creates a real need for later life lending options”.