Royal London has announced a rebrand of its equity release business and will bring Responsible Lending under the Royal London brand.

The rebrand to Royal London Equity Release follows the completion of Royal London’s acquisition of Responsible Life and Responsible Lending in January this year.

Royal London suggested that adding later life lending to its overall proposition, which includes protection, long-term savings and asset management products and services, will allow it to strengthen its support for advisers and customers looking for a broad range of funding options in retirement.

The group suggested the UK’s ageing population – which includes 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.

“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 group chief marketing officer at Royal London, Susie 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.”

Intermediary sales director at Royal London Equity Release, Chris Flowers, added: “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.”

---