Equity Release Supermarket is an award-winning, FCA‑regulated broker specialising in lifetime mortgages and home reversion plans for UK homeowners aged 55+. As an independent adviser, it provides access to 200+ equity release products from major providers like Aviva, Legal & General, and Canada Life, offering unbiased, whole‑of‑market comparisons.

Over the past decade, the number of UK equity release products has grown by 450% between 2013 and 2022, reflecting dramatic industry expansion and increasing complexity for consumers². With market lending rebounding, 15,000 active customer plans in Q4 2024, the choices can easily overwhelm anyone entering the market³.

This guide delivers a rigorous, transparent overview of Equity Release Supermarket’s tools (such as the proprietary smartER comparators), fixed £1,495 advice fee, provider access, and strategic differentiators, ensuring you emerge informed, confident, and in control of your equity release decisions.

NOTE: EveryInvestor is an impartial and unconnected third-party information provider via this website, and the details replicated in this commentary represent the opinions of EveryInvestor only and may not reflect the views or opinions of Equity Release Supermarket. This article must not be interpreted as advice, nor is it a solicitation to conduct transactions in any financial product provided by Equity Release Supermarket.

What Is Equity Release Supermarket?

Equity Release Supermarket is an FCA-regulated, independent advisory firm that specialises in lifetime mortgages and home reversion plans for UK homeowners aged 55 and over.

Established in 2008 by Mark Gregory, the company has grown to become one of the UK’s leading equity release brokers, offering access to over 200 plans from top providers, including Aviva, More2Life, and Canada Life.

Unlike lenders or tied brokers, Equity Release Supermarket operates on a whole-of-market basis, ensuring that its recommendations are tailored to each client’s unique financial circumstances, goals, and property profile.

The firm has won multiple awards for transparency and innovation in later-life lending, and its proprietary smartER tool enables homeowners to compare live equity release deals based on personal criteria, an industry-first digital solution.

In 2023, the company was responsible for advising on over £850 million worth of equity release lending, demonstrating its scale and trust within the sector.

What Services Does Equity Release Supermarket Offer?

Equity Release Supermarket offers a full suite of services designed to guide homeowners aged 55+ through the equity release journey, from comparison to completion, with personalised, independent advice.

Core Services

• Whole-of-Market Advice: FCA-regulated advisers recommend suitable products across the entire UK equity release market, including lifetime mortgages, home reversion plans, retirement mortgages, and retirement interest-only mortgages.
• End-to-End Application Support: The team manages all aspects of the application process, coordinating with lenders, solicitors, and surveyors to ensure a smooth and accurate completion.
• Free Property Valuation Coordination: Advisers arrange and review professional valuations to determine your maximum borrowing potential and help shape your personalised product illustration.
• Family Consultation: Customers can include family members in consultations to ensure decisions align with long-term inheritance and care planning goals.

Digital Tools and Resources

• smartER Tool: An exclusive platform that compares live equity release plans based on your property value, age, and income needs, filtering only products you're eligible for in real time.
• Lifetime Mortgage Calculator: Helps estimate how much tax-free cash you could unlock from your home and view potential interest and repayment outcomes.
• Guides & Resources: Downloadable PDFs and videos explain the pros, cons, risks, and alternatives of equity release in plain language.
• Expert Blog & Insights: Regular updates from founder Mark Gregory and the adviser team offer commentary on market changes, interest rate trends, and regulatory updates.

How Can Equity Release Supermarket Help Me Access Equity?

Equity Release Supermarket simplifies the journey for UK homeowners aged 55+, guiding you through the entire equity release process, from eligibility to completion, with expert advice and market insights.

Streamlined Equity Release Process

1. Eligibility Assessment
   Use tools like their calculator or smartER platform to determine your borrowing potential based on age, property value, and income.
2. Plan Type Guidance
   Choose between:
   • Lifetime Mortgages – retain ownership and receive a tax-free lump sum or regular drawdowns.
   • Home Reversion Plans – sell a share of your property in exchange for cash now.
3. Personalised Advice
   FCA-regulated advisers tailor recommendations, focusing on your financial objectives, inheritance considerations, and care planning.
4. Seamless Application
   Your adviser coordinates with valuers, solicitors, and providers to streamline paperwork, valuation, and completion, typically finalised within 6–8 weeks.
5. Post-Completion Support
   Advisers remain available to assist with future queries, repayment options, or shifting circumstances.

Access to Leading Providers

Equity Release Supermarket partners with leading UK lenders, including:

• Aviva
• Legal & General
• Canada Life
• More2Life
• Just
• LV=
• OneFamily
• Pure Retirement
• Hodge
• Retirement Advantage

This whole-of-market access allows for detailed comparisons of interest rates, loan features, and inheritance protection, rather than being limited to in-house products.

Flexible Features for Better Control

Their advisers focus on products offering:

• Drawdown options – 53% of new customers in Q4 2023 chose these for financial flexibility⁴.
• Voluntary repayments – helping reduce interest over time.
• No‑negative‑equity guarantees – protecting clients from owing more than their home's future value.
• Inheritance safeguards – preserving some value for beneficiaries.

Market Trends That Matter

• In 2023, 26,119 new equity release plans were taken out, with a shift toward drawdown mortgages, accounting for 53% of new agreements⁵.
• The average loan size for new customers dropped from £106,917 to £79,484, reflecting a cautious move toward smaller, more manageable borrowing⁶.

What Are the Pros and Cons of Using Equity Release Supermarket?

Equity Release Supermarket offers a strong set of benefits to homeowners exploring equity release, alongside some considerations that may not suit every financial situation.

Key Benefits

• FCA-Regulated Advice
  The firm is authorised and regulated by the Financial Conduct Authority (FCA), ensuring that all advice meets strict standards and customers have access to the Financial Ombudsman Service and Financial Services Compensation Scheme if needed.
• Equity Release Council Membership
  As a member, Equity Release Supermarket only offers plans that include essential safeguards such as a no-negative equity guarantee, which ensures you will never owe more than the value of your home.
• Whole-of-Market Access
  Advisers compare products from across the entire UK equity release market, including plans from providers like Aviva, Legal and General, Canada Life, and More2Life. This means customers are not limited to a single lender or in-house product set.
• Transparent Fee Structure
  A fixed advice fee of £1,495 is only charged upon successful plan completion, with no hidden or upfront costs for initial consultations.
• Digital and Human Support
  The firm combines technology (like the smartER tool) with personalised advice, helping customers quickly compare plans while receiving tailored guidance throughout the process.

Potential Drawbacks

• Not Suitable for All Situations
  Equity release reduces the value of your estate and may affect eligibility for means-tested benefits. Alternatives such as downsizing or using savings should be explored with your adviser.
• Long-Term Financial Commitment
  Many plans are difficult or expensive to exit early. Customers need to understand terms such as early repayment charges and future interest growth before committing.
• Broker Commission Structure
  As an intermediary, Equity Release Supermarket may receive varying commissions from lenders, which could influence which products are featured or recommended, though advisers are required to provide suitable, unbiased advice.

By weighing these pros and cons with an experienced adviser, you can better understand whether Equity Release Supermarket is the right partner for your later-life financial planning.

How Does Equity Release Supermarket Compare to General Comparison Sites?

Unlike broad financial aggregators such as Compare the Market, which offer basic equity release filters alongside mortgages and insurance, Equity Release Supermarket is a dedicated later-life lending specialist.

It provides regulated advice, access to over 200 plans, and personalised plan-matching tools, making it better suited for homeowners over 55 who need detailed guidance and tailored product recommendations.

What Are the Costs and Fees of Equity Release Supermarket?

Equity Release Supermarket charges a fixed advice fee of £1,495, which is only payable upon successful completion of your equity release plan. This means you will not be charged anything upfront for consultations, research, or advice.

This single fee covers:

• FCA-regulated advice
• Application processing
• Coordination with solicitors and lenders
• Property valuation management
• Ongoing support through to completion

There are no additional platform or broker fees, making this a transparent and predictable cost structure. However, the lender you choose may apply separate charges, such as valuation fees, legal fees, or early repayment charges depending on the product.

To understand the full cost of your chosen equity release plan, including the impact of interest rates, loan features, and lender-specific fees, you should request a personalised illustration from your adviser before proceeding.

Is Equity Release Supermarket a Trusted and Regulated Provider?

Equity Release Supermarket is authorised and regulated by the Financial Conduct Authority (FCA) under registration number 584063, ensuring that it operates in accordance with strict financial conduct rules and offers legally compliant advice. As a member of the Equity Release Council, it only offers plans that meet required safety standards such as the no-negative-equity guarantee.

Complaint Handling Process

If a customer is dissatisfied with any part of the service, they can file a complaint through the company’s:

• Phone support
• Email
• Online contact form

The firm commits to:

• Acknowledging the complaint within five working days
• Aiming to resolve the issue within eight weeks

If the complaint is not resolved to your satisfaction, it can be escalated to the Financial Ombudsman Service, an independent body that reviews disputes between consumers and financial services firms.

This level of regulatory oversight and consumer protection reinforces Equity Release Supermarket’s standing as a trusted provider in the UK later-life lending market.

How Do I Get Started With Equity Release Supermarket?

Starting with Equity Release Supermarket is straightforward, offering easy contact options for comprehensive support and guidance.

How to Contact Equity Release Supermarket

You can contact Equity Release Supermarket by using any of the following methods:

• Phone: You can call on 0800 802 1051 or 01925 830 816, Monday to Friday from 9am to 8pm, and Saturday from 9am to 5pm. You can also request a callback by filling in an online form on its website.
• Email: You can send an email to info@equityreleasesupermarket.com
• Post: You can send a letter to Genesis Centre, Science Park South, Birchwood, Warrington, WA3 7BH.
• Live chat: You can use the live chat feature on its website. 

What Is the Current State of the UK Equity Release Market?

The UK equity release market has shown steady recovery and resilience, indicating strong consumer interest among homeowners aged 55 and over.

Market Performance Trends

• Total lending rose to £622 million in Q4 2024, marking a 16% increase from £525 million in Q4 2023. Annual lending reached £2.3 billion in 2024, slightly down from £2.6 billion in 2023⁷.
• Over 15,000 customers were active in Q4 2024, whether initiating new plans, making drawdowns, or taking further advances, showing renewed market confidence⁸.

Product Trends & Consumer Preferences

• 56% of new customers opted for drawdown lifetime mortgages in Q4 2024, the majority choosing flexible withdrawals over a single lump sum⁹.
• Average lifetime mortgage APR dropped to a 2024 low of 6.31% in September, down from over 7% earlier in the year, improving affordability for borrowers¹⁰.

These trends show a market that’s growing, product-rich, and increasingly flexible, an ideal backdrop for using tailored tools like Equity Release Supermarket’s smartER comparator. Advisers actively track these dynamics to advise clients based on real-time market conditions, ensuring the product you choose reflects current lending patterns, interest rate trends, and product innovation.

Common Questions on Equity Release Supermarket

A Final Overview of Equity Release Supermarket

Equity Release Supermarket offers a specialised, transparent, and fully regulated path for UK homeowners over 55 who are considering equity release. With access to more than 200 lifetime mortgage and home reversion plans from leading providers, it enables customers to make decisions based on personalised criteria, not just product availability.

By combining expert human advice with innovative tools like the smartER platform, the firm helps users compare real-time offers and select flexible plans that fit their financial goals—whether that’s supplementing retirement income, funding home improvements, or supporting family.

Its fixed, pay-on-completion fee structure and strong regulatory protections make it a trusted choice for those seeking clarity and confidence in later-life lending.

The features mentioned and the amounts raised, are subject to the lender’s criteria, terms and conditions. These may take into account the age, health and lifestyle factors in order to provide an enhanced amount. To understand the features and risks, ask for a personalised illustration.