History of KR Group

KR Group was established in 1998, as one of the UK’s first equity release advisory services. We’ve come a long way since then, and our brands have achieved many milestones between them, including helping over one million customers with their finances, picking up over 50 awards and becoming the UK’s number one equity release specialist.

Take a look at our journey starting in 1998 bringing us up to present day.


intouch online arrives

In January 2016, following the success of intouch magazine, a new website was added to the brand.

intouch ipad


Pension changes

In April, the Government introduced new pension freedoms which meant our annuities service required an update to keep our customers informed about the market.

more 2 life moves home

In May, we acquired a second premises – Fairways. This building is purposely for housing more 2 life and the KR Group Learning and Development Academy.

50th award win

In November, Key Retirement picked up two Equity Release Awards hitting the big 50 and bringing the overall total to 51 awards.


Rebrand 1.1

In October, Key Retirement Solutions rebranded to Key Retirement, with a new website and logo. We took this opportunity to modernise the look of intouch magazine too.

Key Secured Lending was born

Key Secured Lending was created so that we could offer a service to brokers that wanted to refer customers to us for secured loans.


Moved home

In January, due to expansion we moved our head office from Harbour House to a brand new premises at Baines House.


Phoenix Equity Partners introduced

In June, Phoenix Equity Partners bought 60% of the company.

First shares of Primetime Retirement bought

Small shares of a B2B pension planning company, Primetime, were bought. Since 2013, majority shares have been bought and Primetime Retirement are now owned by the KR Group.


Annuities service introduced to Key Retirement

In August 2010, we started our annuities service, helping our clients to make the most out of their pension pot.


Estate planning introduced to Key Retirement

In May 2007, we launched an estate planning service. This is designed for many of our customers who come to us for equity release, and need a Lasting Power of Attorney and/or Will.

more 2 life was launched

In the year 2007, more 2 life was established to extend the Group’s product offering to meet a wider range of consumer needs.


Key Partnerships was born

The B2B equity release referral service, Key Partnerships, was created. This allows independent advisers who aren’t qualified to offer equity release the opportunity to pass on details of their customers to us.

Key Partnerships logo


Full ownership

The company was bought by our directors and we separated from Countrywide. This move gave us the autonomy to make decisions for the business and take it in our own direction.

First award won

In May 2004, we picked up our first award – the winner of ‘Equity Release IFA of the Year’ from the Financial Adviser.

Financial adviser mortgage awards


Rebrand 1.0

Key rebranded to create a more vibrant, up to date logo. This enabled us to build a personalised culture and stand out as a brand.

Key Retirement Solutions


Intouch magazine was launched

We published our very first ‘intouch’ magazine as a lead generator.

intouch magazine


Becoming independent

Home Income Gold became independent and changed its name to Key Retirement Solutions. The product range offered went from home income plans to equity release.


How it began

We started off as ‘Home Income Gold’ as a tied agent, meaning that we couldn’t sell independent products at that time. We were owned by a company called ‘Countrywide’. The original headcount started with a total of six people: Colin Taylor, Richard Overson, Dean Mirfin, Maxine Benstead, Elaine Fletcher, and Hilary Pibworth.