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Retirement Advantage Equity Release rebrands as Canada Life Home Finance

Canada Life, which bought Retirement Advantage in January of this year, has rebranded the retirement income business as Canada Life Home Finance.

The Retirement Advantage website has been shut down and its product and adviser portals have been moved to the Canada Life parent website.

Canada Life Home Finance head of marketing and communications Alice Watson says: “While our name may have changed, our commitment to this exciting sector remains steadfast.

“Existing customers can rest assured that there will be no change to their products or the service they currently receive.”

Because of the name change, Canada Life has also joined the Equity Release Council, the chairman of which, David Burrowes, comments on: “2018 has seen equity release become an integral cog in the wheel of the later life planning process and, with that in mind, it is a fitting time for Canada Life to formally join the Equity Release Council’s growing membership.

“Canada Life joining the council is also a recognition of our shared commitment to quality standards and builds on Retirement Advantage’s contribution to the market, helping more people explore the potential for housing wealth to meet a variety of financial goals at a time of growing social need.”

Meanwhile, Canada Life UK chief executive Doug Brown comments: “Since combining Canada Life and Retirement Advantage at the beginning of 2018, we have made excellent progress on our objective to integrate our skills and experience and become a leader in the broader retirement income market.”



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