Reimagining later-life lending for the UK

Boosting visibility and profits through a strategic rebrand to provide the platform to compete nationally against sector giants, using tactical communications to win headlines and educate the public to instil confidence in the sector.



Articles in first three months


National newspaper articles per month


New advisers recruited to support national expansion

The Challenge

A boutique challenger in the equity release market, 55Plus had no clear marketing or PR strategy to promote its expert solutions. The brand wanted to break into the national media to increase presence and turnover, but its existing branding, visuals and messaging did not provide the right platform for its new direction, ambitions and service proposition.

marketing PR strategic counsel expertise Kent Sussex London

The strategy

A thorough communications and branding review was conducted to identify the strengths and weaknesses of 55Plus. This included a full discovery process and resulted in Sharp Minds creating a new and evolved brand, website and messaging that better aligned with the company’s growth and evolved goals.

A compelling thought leadership campaign drove awareness and repositioned the firm’s perceived priorities. A national media roadshow was held with target journalists to overhaul perceptions of equity release, with the leadership team established as go-to commentators on relevant media topics. This was supported with monthly blogs, social media posts and newsletters to drive referrer and client engagement.

We revised the messaging strategy to focus on relatable case studies, creating compelling advertorials and digital content that showcased the consultants’ expertise and exceptional customer experiences to boost SEO and drive offline brand engagement. Social marketing and strategic  sponsorship, PR and media partnerships were aligned to consolidate brand reputation.

The outcome

Sharp Minds successfully rebranded the business and launched 55Plus into the national media, establishing the company as the leading voice on equity release and later life lending, simultaneously helping to educate the public and offset previous negative perceptions of equity release.

27 media hits were generated in the first three months, including tier-one media titles: The Financial Times, The Daily Telegraph, The Sunday Telegraph, Financial News and The Mail on Sunday.

This resulted in a stronger and more authoritative brand and increased business.

marketing PR strategic counsel expertise Kent Sussex London

Go deeper

For a deep dive into this project, read our full overview