Equity Release Supermarket
Equity Release Supermarket is a UK FCA-authorised independent equity release broker founded in 2008, offering whole-of-market advice on lifetime mortgages, home reversion plans, and retirement mortgages to consumers aged 55+ via smartER, 12 calculators, a 32-adviser network, and group companies TERN and Equitec.
- Company typePrivate
- Founded2008
- HeadquartersWarrington, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Equity Release Supermarket does
Equity Release Supermarket is a UK-based, FCA-authorised and regulated independent financial advisory firm operating as a whole-of-market equity release broker. Founded in 2008 and headquartered in Warrington, the company serves UK homeowners aged 55+ seeking to access capital or income tied up in their property, intermediating between consumers and a panel of 700+ equity release plans spanning lifetime mortgages, home reversion plans, retirement interest-only mortgages, and retirement mortgages. Its customer base is segmented by retirement phase (pre-retirement, at-retirement, in-retirement) and includes Power of Attorney applicants acting for consumers who have lost capacity. The company explicitly excludes the Isle of Man and Channel Islands from its service area.
The company's core technology stack is a web-based equity release comparison and advisory platform anchored by smartER, an industry-first consumer research tool that delivers real-time personalised deal comparison across 700+ plans without requiring credit checks, and is operated by group company Equitec Limited. Around this sit 12 scenario-specific calculators (standard lump sum, interest only, enhanced/ill-health, home reversion, buy-to-let, second/holiday home, RIO, drawdown, switching plans, equity remaining, voluntary repayment, and lender specific), the trackER online case tracking facility, the MyPure account management platform, and a customer-facing My Dashboard. Distribution combines self-service web tools, a network of approximately 32 local independent equity release advisers delivering face-to-face, telephone, and video consultations, live chat, and a two-tier referral model (professional advisers via equityrelease.partners and a £200 Amazon or M&S voucher consumer refer-a-friend programme). The go-to-market blends product-led growth (smartER, calculators), sales-led conversion (adviser network), and channel partnerships (professional referrals).
Revenue is transaction-triggered and fee-based. A fixed advice fee is payable only upon successful completion of an equity release application, with no fee charged if the customer cancels before completion. A complementary £695+VAT fixed conveyancing fee flows through panel solicitors under a 'no completion, no fee' arrangement. The corporate group includes Equity Release Supermarket Limited, The Equity Release Network (TERN) for adviser distribution, and Equitec Limited for technology. Equity Release Supermarket has been the recipient of multiple industry awards, including consecutive WMA 'Best Equity Release Broker' titles in 2022, 2023, and 2024, Mortgage Awards Winners 2025, and PFA 2024/25 Winners, and holds a 5.0/5 Feefo rating.
Equity Release Supermarket firmographics
Firmographics- Name
- Equity Release Supermarket
- Legal name
- Equity Release Supermarket Limited
- Website
- https://equityreleasesupermarket.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Equity Release Supermarket is a UK FCA-authorised independent equity release broker founded in 2008, offering whole-of-market advice on lifetime mortgages, home reversion plans, and retirement mortgages to consumers aged 55+ via smartER, 12 calculators, a 32-adviser network, and group companies TERN and Equitec.
- Ownership category
- akta.pro rank
Equity Release Supermarket industry classification
Industry- Product category
- Equity Release and Later Life Lending Brokerage
- NAICS
- Other Nondepository Credit Intermediation (52229), Portfolio Management and Investment Advice (523940)
- SIC
- Mortgage Bankers & Loan Correspondents (6162), Investment Advice (6282)
- akta.pro primary industry
- Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)
- akta.pro secondary industry
- Execution-Only / Self-Directed Investing Platforms (FSAAAAAI)
Keywords
Where Equity Release Supermarket is headquartered
LocationHeadquarters
- HQ city
- Warrington
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Equity Release Supermarket business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Fixed Advice Fee: Fixed advice fee charged upon completion of equity release application. Not charged until funds are released to customer. If customer cancels before completion, no fee is charged.
- Solicitor Referral Fees: Panel solicitors offer fixed fee of £695+VAT for conveyancing services, with 'no completion, no fee' agreement. This is a negotiated fixed fee arrangement for all clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Fixed Advice Fee - Charged upon completion |
| One time/ perpetual license | Pay-as-you-go | Solicitor Conveyancing Fee |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Equity Release Supermarket product offering
Product offeringCore offering
Equity Release Supermarket is a whole-of-market independent equity release broker that advises UK homeowners aged 50+ on later life lending products, principally Lifetime Mortgages, Home Reversion Plans, Retirement Interest Only (RIO) Mortgages, and Retirement Mortgages. The advice is supported by proprietary digital research, calculator, case tracking, and account management tools and is delivered through a UK-wide network of qualified local advisers. The firm is FCA authorised and regulated and a member of the Equity Release Council.
Product overview
Equity Release Supermarket is a multi-award winning, whole-of-market independent equity release broker offering advisory services across the entire equity release market. The core offering consists of three main equity release product categories: Lifetime Mortgages (the most popular option with variants including Lump Sum, Drawdown, Interest Only, Interest Servicing, Enhanced/Ill-Health, Voluntary Repayment, Buy-To-Let, and Second/Holiday Home plans), Home Reversion Plans, and Retirement Interest Only (RIO) Mortgages, plus Retirement Mortgages. The service is delivered alongside a suite of proprietary digital tools including the smartER research tool for personalized deal comparison, a 12-calculator suite covering different equity release scenarios, trackER for case tracking, MyPure for account management, and My Dashboard for document storage. The company acts as an intermediary matching customers with suitable products from over 700 equity release plans across the market.
Differentiator
Problem solved
Functional benefit
Brands
- smartER®: smartER™ is the company's equity release research tool that helps users find mortgage deals tailored to them. No credit checks are required. It is the first equity release comparison site that allows consumers to research every deal they are eligible for.
- trackER
Products and services
- Lifetime Mortgages Lifetime Mortgages enable UK homeowners aged 55+ to release tax-free cash from their property either as a lump sum or via a drawdown reserve, with flexible variants for interest-only or interest-servicing repayment, enhanced/ill-health underwriting, voluntary repayment, and specialist property types (buy-to-let, second/holiday home). Available to consumers through Equity Release Supermarket's whole-of-market advice service.
- Home Reversion Plans Home Reversion Plans allow homeowners to sell a percentage (or all) of their property to a reversion provider in exchange for a tax-free cash lump sum or regular income, while retaining lifetime tenancy in the home. Advised as part of Equity Release Supermarket's whole-of-market service.
- Retirement Interest Only (RIO) Mortgages RIO Mortgages are residential mortgages that continue into retirement based on income and affordability, requiring monthly interest-only payments for the duration of the loan. Advised as part of Equity Release Supermarket's whole-of-market service.
- Retirement Mortgages Retirement Mortgages are residential mortgages where borrowing continues into retirement based on income and affordability, available on interest-only or capital-and-interest repayment structures. Advised as part of Equity Release Supermarket's whole-of-market service.
- Equity Release Conveyancing via Panel Solicitors Panel solicitors offer a fixed fee of £695+VAT for equity release conveyancing with a 'no completion, no fee' guarantee for all clients introduced through Equity Release Supermarket.
- Equity Release Brokerage and Advisory Service Whole-of-market equity release and retirement mortgage brokerage service that matches UK consumers aged 50+ with suitable products from 700+ plans across the market. Includes FCA-regulated advice from a UK-wide network of local independent advisers available face-to-face, by telephone, or video, supported by proprietary digital research, calculator, and case-management tools. A fixed advice fee is charged only on completion of the application.
Quantifiable outcome
- Average customer rating of 5.0/5 based on verified Feefo reviews
- +2 more outcomes
Companies that use Equity Release Supermarket
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles2 records
Equity Release Supermarket technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Equity Release Supermarket partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Equitec LimitedcoreGroup company that owns and operates the smartER research tool - the first equity release comparison tool. Any personal data input into smartER via the Equity Release Supermarket site is shared with Equitec who acts as joint data controller.
- The Equity Release Network (TERN)corePart of the Equity Release Group. Advisers and firms operating within TERN may be contacted to progress customer enquiries and provide regulated advice.
- Equity Release CouncilcoreConsumer-centric trade body that promotes high standards of conduct and practice in equity release. Equity Release Supermarket is a member and adheres to ERC standards including no negative equity guarantee and product standards.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Equity Release Supermarket competitors and assessment
Company assessmentDirect peers
- Responsible Life: UK equity release specialist broker providing whole-of-market advice and calculators. Part of the Key Group, it overlaps directly with Equity Release Supermarket on product range, advice-led model, and adviser-led distribution.
- Age Partnership: UK's largest equity release broker offering whole-of-market advice via a telephone-based adviser team. Directly comparable as another multi-award-winning intermediary competing for the same over-55 equity release customer.
- Key Group (Keys Wealth Management / Key Retirement): UK later-life finance group including Responsible Life, Keys, and adviser networks. Comparable because it bundles equity release advice, product distribution, and the equivalent of an adviser network under one roof.
- Ocean Equity Release: UK equity release specialist broker offering whole-of-market advice via telephone and face-to-face channels. Direct peer on product, customer demographic, and FCA-regulated advice business model.
Broad incumbents
- SunLife: UK provider of over-50 life cover, equity release, and funeral plans targeting the same retiree demographic. Comparable as both a potential direct competitor and a cross-sell partner for equity release distribution.
- Aviva (Aviva Equity Release / later-life): One of the largest UK equity release lenders, distributing through brokers and direct channels. Comparable as a scale provider of lifetime mortgages whose pricing and product changes directly shape broker economics.
- OneFamily: UK mutual financial services provider offering lifetime mortgages alongside savings and family finance products. Comparable as another Equity Release Council member distributing later-life lending to a similar over-55 base.
- Standard Life Home Finance: UK provider of lifetime mortgages and retirement interest-only mortgages distributed via intermediaries. Comparable as a direct competitor to Equity Release Supermarket in the broker-distributed later-life lending market.
- Legal & General Home Finance: Major UK lender offering lifetime mortgages and retirement interest-only mortgages through intermediary partners. Comparable as one of the principal product providers Equity Release Supermarket distributes, and a potential direct-to-consumer competitor for the same later-life borrowers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Equity Release Supermarket social profiles
Digital presenceEquity Release Supermarket financial estimates
Financial estimateRevenue estimate
Valuation estimate
Equity Release Supermarket leadership team
Management profileNumber of profiles
Equity Release Supermarket subsidiaries and ownership
Company hierarchySubsidiaries1 record
Equity Release Supermarket funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Equity Release Supermarket M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Equity Release Supermarket
What does Equity Release Supermarket do?
Equity Release Supermarket is a whole-of-market independent equity release broker that advises UK homeowners aged 50+ on later life lending products, principally Lifetime Mortgages, Home Reversion Plans, Retirement Interest Only (RIO) Mortgages, and Retirement Mortgages. The advice is supported by proprietary digital research, calculator, case tracking, and account management tools and is delivered through a UK-wide network of qualified local advisers. The firm is FCA authorised and regulated and a member of the Equity Release Council.
Is Equity Release Supermarket a public or private company?
Equity Release Supermarket is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Equity Release Supermarket founded?
Equity Release Supermarket was founded in 2008. It employs 51 to 100 people.
Where is Equity Release Supermarket based?
Equity Release Supermarket is headquartered in Warrington, United Kingdom, in the Europe region.
How does Equity Release Supermarket make money?
Two revenue lines are on record. Fixed Advice Fee is the primary driver. The others are solicitor Referral Fees.
Who are Equity Release Supermarket's main competitors?
Direct peers on record are Responsible Life, Age Partnership, Key Group (Keys Wealth Management / Key Retirement) and Ocean Equity Release. Broad incumbents are SunLife, Aviva (Aviva Equity Release / later-life), OneFamily, Standard Life Home Finance and Legal & General Home Finance.
Does Equity Release Supermarket have an API?
No public API is recorded for Equity Release Supermarket.
What industry is Equity Release Supermarket in?
Equity Release Supermarket's product category is Equity Release and Later Life Lending Brokerage. Its primary akta.pro industry code is FSALABAJ, Mortgage Comparison, Marketplace & Rate-Shopping Platforms, with a secondary code of FSAAAAAI, Execution-Only / Self-Directed Investing Platforms. Its NAICS code is 52229 and its SIC code is 6162.