Key Group

Multiple position leadership Campaign including:

  • Digital Director
  • Brand Director
  • PR Director
  • Head of Marketing Analytics


Founded in 1998 as the UK’s first Equity Release advisors Key  Group leads the market in Equity Release and associated later-life products. They have a significant market share in the Equity Release sector and employ 130 advisors providing support to a fast growing client base across the UK.  In 2017, Key Group was acquired by Partners Group and it went through a period of investment to drive its next phase of growth.

Central to this investment was the drive to build out expert leadership within their business functions to build the platform for future growth.


Reporting to the CMO and based in Preston, we were asked to source and assess the best possible candidates to develop their capability across: Digital, Brand, PR and Analytics.


Due to the location and relative small size of the direct competitor market, research was specifically designed to map the respective subject matter fields of businesses that reflected similar challenges. Each specialist area had nuances that required unique research, in each case the target businesses were mapped and the relevant individuals identified.

Each target prospect was directly engaged with a compelling proposition that gave an insight to this less known market place, the opportunity for growth it presented, and focused upon the transformation they could lead. Prospects were then assessed to ensure a holistic fit across skills, experience, approach and motivations.


All 4 positions were successful filled along with a number of supporting roles. Importantly, Key Group were able to build their diversity of thought by attracting candidates from outside of their immediate sector.

Key Group