Royal London rebrands equity release offering

Royal London is bringing its equity release subsidiary under the main brand, aiming to enhance its presence in the market.

Responsible Lending will now be called Royal London Equity Release.

Royal London acquired the Responsible Group in January 2024, adding later life lending to its portfolio of services which include protection, long-term savings and asset management products and services.

The move aims to make it easier for consumers and advisers to identify the brand.

Susie Logan, Group Chief Marketing Officer at Royal London, said: “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.”

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.”