The Equity Release Experts
The Equity Release Experts is a UK financial advisory firm, part of Key Group, providing independent equity release, retirement mortgage, and estate planning advice to homeowners aged 55+ via telephone, video, and face-to-face channels.
- Company typePrivate
- Founded-
- HeadquartersPreston, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingServices
What The Equity Release Experts does
The Equity Release Experts is a UK-focused financial advisory firm that provides independent equity release and later-life lending advice to homeowners aged 55 and over. It is a trading name of TERE Advisers Ltd, which operates as an appointed representative of Key Retirement Solutions Limited within the broader Key Group, described as the UK's largest provider of equity release services. The core offering centers on lifetime mortgages (lump sum, drawdown, payment-term, and interest-payment variants), home reversion plans, and retirement interest-only and retirement repayment mortgages, supplemented by estate planning services such as will writing, lasting power of attorney, and free plan reviews for existing equity release customers. Customer acquisition is driven by a sales-led, telephone-first advisory model supported by video and face-to-face appointments (including home visits), a free online equity release calculator, and free downloadable guides delivered through the company's website.
Under the hood, the technology footprint is intentionally lightweight and centered on customer trust rather than automation: an ISO27001-certified information security management system protects client data, and a free online calculator enables whole-market plan comparison as a top-of-funnel lead generation tool. The firm is FCA-authorized (Firm Reference 916047), a member of the Equity Release Council, and holds a registered trademark for the brand.
Revenue is generated through three streams: a fixed £1,999 advice fee for equity release (payable only on completion of a plan), a fixed £899 fee for mortgage advice when a plan is taken out via Key Group, and provider referral commissions from a panel that includes more2life, Aviva, Legal & General, Standard Life Home Finance, and LV=. Initial consultations are free, and the company explicitly advises customers if equity release is unsuitable, positioning itself on whole-market, independent, no-ties advice for the UK later-life finance market.
The Equity Release Experts firmographics
Firmographics- Name
- The Equity Release Experts
- Legal name
- TERE ADVISERS LTD
- Website
- https://equityrelease.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- The Equity Release Experts is a UK financial advisory firm, part of Key Group, providing independent equity release, retirement mortgage, and estate planning advice to homeowners aged 55+ via telephone, video, and face-to-face channels.
- Ownership category
- akta.pro rank
The Equity Release Experts industry classification
Industry- Product category
- Equity Release Advisory
- NAICS
- Portfolio Management and Investment Advice (52394)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)
Keywords
Where The Equity Release Experts is headquartered
LocationHeadquarters
- HQ city
- Preston
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Equity Release Experts business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Equity Release Advice Fee: Fixed fee of £1,999 for equity release advice, payable only on completion of a plan. Initial consultations are free of charge.
- Mortgage Advisory Fee: Fixed fee of £899 for mortgage advice when referred to a mortgage specialist within Key Group and a plan is taken out.
- Provider Referral/Commission: As an intermediary, the company earns referral fees or commissions from equity release providers and mortgage lenders when customers complete plans. Partners include more2life, Aviva, and Legal & General as shown in their calculator partner logos.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Equity Release Advice - Fixed Fee |
| One time/ perpetual license | Pay-as-you-go | Mortgage Advice - Fixed Fee |
| Freemium | Pay-as-you-go | Plan Review - Free |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
The Equity Release Experts product offering
Product offeringCore offering
The Equity Release Experts is a UK financial advisory firm that provides independent equity release advice to homeowners aged 55 and over. The firm searches and compares equity release and retirement mortgage products from across the whole market, and offers complementary estate planning services including will writing and lasting power of attorney. Advice is delivered by qualified advisers via telephone, video call, or face-to-face consultation, with a fixed advice fee of £1,999 payable only on completion of a plan.
Product overview
The Equity Release Experts is a financial advisory firm offering expert independent equity release advice for UK homeowners in later life. The core offering centers on equity release products (lifetime mortgages and home reversion plans), complemented by retirement mortgage options (retirement interest-only mortgages and retirement repayment mortgages), and estate planning services (will writing, lasting power of attorney). The firm provides a free equity release calculator for initial estimates and offers plan review services for customers with existing equity release plans. Advice is available by phone, video call, or face-to-face, with a fixed advice fee of £1,999 payable only on completion of a plan. The firm is part of Key Group, the UK's largest provider of equity release services, and is authorised and regulated by the Financial Conduct Authority.
Differentiator
Problem solved
Functional benefit
Products and services
- Lifetime Mortgages A loan secured against the home for UK homeowners aged 55+ allowing them to access tax-free funds tied up in their property value while retaining full home ownership. Typically no monthly repayments are required until the plan ends.
- Lump Sum Lifetime Mortgage A lifetime mortgage variant where funds are released in one lump sum at the start, with interest charged on the full release amount from day one.
- Drawdown Lifetime Mortgage A lifetime mortgage variant allowing homeowners to release an initial lump sum and access further amounts from a reserve facility as and when needed, with interest only accruing on funds actually released.
- Payment-term Lifetime Mortgage A lifetime mortgage variant that allows homeowners to unlock more tax-free cash than a standard lifetime mortgage by committing to a specified period of mandatory payments (subject to affordability checks).
- Interest-payment Lifetime Mortgage A lifetime mortgage where homeowners agree to make monthly interest payments of between £25-100% of the interest added to their loan each month, potentially receiving a lower interest rate.
- Home Reversion Plans A type of equity release where homeowners sell all or part of their property to the plan provider in exchange for a tax-free lump sum, while retaining the right to live in the property for life or until moving into permanent care.
- Retirement Interest-Only Mortgages (RIOs) A loan secured against the home for typically people aged 50+ where only interest is paid monthly, with the capital repaid when the property is sold (upon death, moving into care, or sale).
- Retirement Repayment Mortgages A mortgage for borrowers aged 50+ where both the loan and interest are repaid in full, available at fixed or variable interest rates.
- Will Writing Professional will writing service provided by estate planners who are members of the Society of Will Writers, helping customers ensure their estate is distributed according to their wishes.
- Lasting Power of Attorney (LPA) Legal document allowing individuals to appoint someone to make decisions on their behalf if they become unable to do so, covering Property and Finance or Health and Welfare areas.
- Plan Review Review service for existing equity release plans to potentially find better features, lower interest rates, or release additional funds, with advisers searching the whole market. Provided free of charge.
Quantifiable outcome
- Free initial consultation with no obligation
- +2 more outcomes
Companies that use The Equity Release Experts
Customer profileSegments4 records
Ideal customer profiles4 records
The Equity Release Experts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
The Equity Release Experts partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- AIR GroupcoreAIR Group offers a range of services including a sourcing system for equity release and retirement lending products that helps advisers support their customers and their business. Part of Key Group's ecosystem.
- Equity Release CouncilcoreThe Equity Release Experts is a member of the Equity Release Council, the industry body for the UK equity release market. Membership requires adherence to Statement of Principles providing extra safeguards to protect customers.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
The Equity Release Experts competitors and assessment
Company assessmentDirect peers
- Key Retirement Solutions: Sister trading division within Key Group that also provides equity release advice; directly comparable product offering, customer base, and business model, though operating under the 'Key' brand rather than The Equity Release Experts.
- Equity Release Supermarket: UK equity release comparison and advisory service providing whole-market plan comparison and broker-led advice, directly overlapping with The Equity Release Experts' calculator-driven, whole-market positioning.
- Age Partnership: One of the UK's largest independent equity release and later-life advisory firms, directly competing with The Equity Release Experts for the same 55+ homeowner segment via whole-market advice, telephone distribution, and provider commission revenue.
- Responsible Life: UK equity release specialist offering whole-market lifetime mortgage and home reversion advice to the 55+ segment, with comparable telephone-led advisory distribution and provider commission model.
- Later Life Lending: Independent later-life lending advisory firm offering equity release and retirement mortgage advice to UK homeowners 50+, sharing the same intermediary broker model and customer segment.
Broad incumbents
- LV=: UK mutual insurer offering retirement and equity release products through intermediary distribution; comparable later-life customer base and serves as both a potential product partner and a broader incumbent in retirement finance.
- Legal & General: Major UK financial services group whose lifetime mortgage products are distributed through The Equity Release Experts; broader portfolio includes insurance, pensions, and asset management, making it a partner-supplier as well as an incumbent in the wider later-life finance market.
- Canada Life: UK subsidiary offering lifetime mortgages and retirement income products through intermediary channels; competes for the same later-life lending customers while operating as a broad financial services incumbent.
- Just Group: UK-listed specialist retirement provider offering equity release, lifetime mortgages, and pension products — overlaps with the same customer need but operates as a provider/insurer rather than pure advisory intermediary.
- Aviva: Large UK insurer offering lifetime mortgage and equity release products via intermediary channel (including The Equity Release Experts); a key provider-partner and a broad incumbent in the retirement finance space.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
The Equity Release Experts financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Equity Release Experts leadership team
Management profileNumber of profiles
The Equity Release Experts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Equity Release Experts 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 The Equity Release Experts
What does The Equity Release Experts do?
The Equity Release Experts is a UK financial advisory firm that provides independent equity release advice to homeowners aged 55 and over. The firm searches and compares equity release and retirement mortgage products from across the whole market, and offers complementary estate planning services including will writing and lasting power of attorney. Advice is delivered by qualified advisers via telephone, video call, or face-to-face consultation, with a fixed advice fee of £1,999 payable only on completion of a plan.
Is The Equity Release Experts a public or private company?
The Equity Release Experts is a private company. It is classified as corporate owned and is currently operating.
When was The Equity Release Experts founded?
The Equity Release Experts was founded in -1. It employs 251 to 500 people.
Where is The Equity Release Experts based?
The Equity Release Experts is headquartered in Preston, United Kingdom, in the Europe region.
How does The Equity Release Experts make money?
Three revenue lines are on record. Equity Release Advice Fee is the primary driver. The others are mortgage Advisory Fee and provider Referral/Commission.
Who are The Equity Release Experts's main competitors?
Direct peers on record are Key Retirement Solutions, Equity Release Supermarket, Age Partnership, Responsible Life and Later Life Lending. Broad incumbents are LV=, Legal & General, Canada Life, Just Group and Aviva.
Does The Equity Release Experts have an API?
No public API is recorded for The Equity Release Experts.
What industry is The Equity Release Experts in?
The Equity Release Experts's product category is Equity Release Advisory. Its primary akta.pro industry code is FSALABAJ, Mortgage Comparison, Marketplace & Rate-Shopping Platforms. Its NAICS code is 52394 and its SIC code is 6163.