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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.”


Barclays Global Investors – Barclays Global Investors Funds

Wednesday, March 6, 2002Type: OeicAim: Income or growth by investing in up to seven Barclays GlobalInvestors fundsMinimum investment: Lump sum £1,000Investment split: Investor’s choice of American growth,European, gilt & fixed interest, international fixed interest,global multinational, UK smaller conmpanies, UK growthIsa link: YesPep transfers: YesCharges: Initial 3-4%, annual 1-1.25%Commission: Initial up to 3.75%, renewal 0.4%Tel: 020 […]

A botched pot never boils

I am approaching retirement at age 60 with substantial amounts in pension funds accumulated over the last 25 years.Only a few years ago, it seemed an adequate income would be available from conventional annuities but I have read alarming stories of falling returns and the risks associated with alternatives such as unit-linked and drawdown annuities. […]

GHC – Residential Property Growth Fund

Thursday, 7 March 2002 Type: Investment trust Aim: Growth by investing in equity release schemes Minimum investment: Lump sum £1,000 Maximum investment: None Investment Split: 100% invested in equity release schemes Types of share: Not applicable Isa link: Yes Pep transfers: Yes Redemption date: No Charges: Initial 2.25%, annual 1.2% Commission: None Tel: 0845 7078425

Choose life…

Sarah Scott  – Marketing Consultant, Royal London  This month sees the return of Renton, Sickboy, Begbie and Spud in the sequel to the film Trainspotting. Just over 20 years later, we return to see exactly how life treated the characters whose lifestyle was less than ideal back in 1996. Did they choose a job, choose […]


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