Specialist later life lender Spry Finance was launching two exciting new equity release products on the Irish market.

Spry’s core Lifetime Mortgage product enables homeowners aged over 60 to release value in their home without relinquishing ownership, selling up or moving out. The new products – the Second Home Lifetime Loan and Buy-To-Let Lifetime Loan – provide increased financial choice for older people extend this concept to property assets other than the borrower’s primary residence.

4TC has been providing communication services to Spry since 2022 – delivering on key objectives including raising awareness of the company and its products, increasing understanding of the reasons why older people choose equity release products, building trust with consumers, and enhancing the Spry’s reputation as a champion of later life.

Key audiences for the launch of Spry’s new products were the media, personal finance professionals, and consumers.

4TC’s consultants developed messaging around the new products, created a suite of written and video content for Spry’s digital communication channels and those of the company’s mortgage broker partners, prepped Spry executives for media interviews, and engaged in extensive media relations to ensure the story gained traction across national and regional media outlets.

The successful execution of the strategy resulted in extensive digital, print, and broadcast media coverage – including radio and podcast interviews – elevated awareness of the new products among consumers, greater buy-in from personal finance professionals for Spry products, and improved understanding of the equity release sector in Ireland and the reasons why an increasing number of older people are choosing Spry products.