The Safe Home Income Plans has taken on boutique financial services agency Beacon Strategic, led by former Virgin Money public affairs head Martin Campbell.
Beacon is in charge of reversing the negative reputation of equity release plans, which have been dogged by criticism, especially in light of the current sub prime mortgage crisis.
'You cannot tar the whole sector with the same dirty brush,' said Campbell.
Beacon Strategic takes over from The Wriglesworth Consultancy. The pitch involved at least three other top city agencies.