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Key ad campaign on equity release

IFA equity-release specialist Key Retirement Solutions is running a TV advertising campaign aimed at retiring homeowners.

The national advertising campaign, which will be shown on Channel 4, Sky Sports and ITV in the West Country, highlights how standards of living can be boosted in retirement by releasing capital from property.

Using the theme, On the house, the commercials show how a variety of people can spend on home improvements, holidays, new cars and trips to visit family by releasing equity from their homes.

The ads emphasise the factor of choice offered by Key Retirement Solutions compared with ads for product providers marketing just their own product range.

The campaign comes as figures published by trade body Safe Home Income Plans show the value of the market for equity-release plans has grown by over 700 per cent to £572m from £70m in 1997.

Key Retirement Solutions, which was set up last year, says it intends to increase its staff numbers by 50 per cent to 36 by the end of the year.

Marketing and communications manager Caroline Burns says: “The advertisements raise the profile both of our IFA side and our call centre operation. We wanted the advertisements to focus on the element of choice. We will search the market for the best product for you and give you the option of cash or income.”

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