To be the UK’s leading later life lending company

By leveraging our decades of experience and wealth of insight unlocking property wealth for our customers to deliver innovative products, services and advice, to help put a fulfilling retirement within reach to all.

Through investment in marketing, services, products, people and technology

Make expert financial advice accessible for all people on the retirement journey
Collaborate to build smart later life lending products based on our unique customer insights
Equiping a growing number of advisers to deliver good quality equity release advice delivering the right outcomes for customers
Grow the use of technology in the sector to improve customer experiences and support advice quality
Innovate in products and services to grow the range of retirement finance solutions to meet burgeoning customer needs
Be a leading voice for over 50s on retirement finance matters

To us, delivering on our mission means opening access to expert financial advice for homeowners on the retirement journey, and collaborating with partners to build smart later life lending products based on our unique customer insights.

Every day, we’re equipping a growing number of advisers to deliver quality advice ensuring correct customer outcomes. We're championing the introduction of innovative technology in our sector to improve customer experiences and support advice quality.

Key Group brands

  • Key
  • Key Partnerships
  • more2life
  • Air

Key offers homeowners over 55 trusted equity release advice. Through Key, we’ve helped more than one million people understand if equity release is right for them.

We’re constantly evaluating new trends and responding with new ways to help our customers achieve their retirement goals. As our awards and Trustpilot record show, people trust us with their retirement finances. We take this and our service to our customers very seriously.
Best Equity Release Adviser of the Year Best Equity Release Broker What Mortgage Awards 2018
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Key Partnerships was formed in 2005 to offer intermediaries a combination of specialist expertise in the equity release market and access to a whole-of-market service.
The company was created to be more than ‘just’ a referral partner. Its purpose and reason for being is to inspire our partners to be even better at helping homeowners leverage their property wealth. To achieve this, we offer all the support, guidance, and education partners need to make it happen.
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Since its launch in 2007, more2life has become an innovator in the lifetime mortgage market and is now the second largest lifetime mortgage lender in the UK. Today, it manages more than £4 billion of lending and provides the widest choice of products and services to customers across the country.  

Working closely with our customers provides them the comfort of knowing that their lifetime mortgage comes from an experienced team. One with a proven track record, that is always on hand to help, at every step of the journey.
5 Star Service Award Best Online Service
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Air is the next generation, industry-leading later life lending platform. Enabled by technology, knowledge and people, we offer financial professionals, from advisers to lenders, best-in-class digital sourcing tools, personal development services and incentives; all designed to support and reward your business growth.

Best Technology Innovator Best Adviser Support Service
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Our leadership

Our leadership team has more than 400 years of combined experience in the financial sector, and some of our senior leadership team also serve on the Equity Release Council board. Here’s who makes up our leadership team, and a little more about them.

Our journey so far


Main equity release product providers define critical features of safe plans laying the foundations for the industry to come.


Our company was founded as a six-person operation under the name Home Income Gold. At the time it was a tied-agent owned by its parent corporation Countrywide.


Home Income Gold went solo and broke away as an independent company with a new name. Key Retirement Solutions was born, and its main focus was equity release.


After a full rebrand in 2003, Key had its own identity and purpose for being. It was at this point our directors bought Countrywide out of its remaining stake and emerged with full autonomy over the future of the company.


FCA regulation is introduced for lifetime mortgages.
Key Partnerships, our B2B equity release referral service, is launched. This meant that independent advisers who couldn’t offer equity release could refer customers on to our team.


The Queen’s speech announces home reversions are to be regulated, including equity release qualifications.
more2life, which specialises in providing flexible lending solutions for the over 55s, is launched to help us meet a wider range of consumer needs.


SHIP relaunches as the Equity Release Council (ERC), on which some of our board members now sit.
After years of growth, it was time to say goodbye to our headquarters at Harbour House and upgrade to a more modern and comfortable facility at Baines House.


The sale of the company to Partners Group, with Simon Thompson taking the helm as our new Chief Executive Officer, marked the beginning of a new chapter and a new unified home in Midgery Court, Preston.

We also celebrated another milestone with Key Retirement receiving its 10,000th Trustpilot review and retaining our ‘excellent’ 5-star rating.


In 2018 ‘Key Retirement’ rebranded to ‘Key’ and marked the occasion with nationwide advertising campaigns, while more2life broke through the £2 billion worth of loans under management mark – doubling its total loan size in a year. At the same time Key Partnerships saw a 285% increase in the number of referral partners.