About Compare Equity Release

About Compare Equity Release

Compare Equity Release

Checked for accuracy and updated on 29 October 2025

Compare Equity Release is part of the Equity Release Supermarket family and was created by Mark Gregory, the founder and CEO of Equity Release Supermarket.

Mark launched Equity Release Supermarket in 2008 with a unique vision for the market.

Previously, Mark had been an equity release adviser for many years and he knew that while customers needed expert financial advice and guidance throughout the process of taking out a plan, they also wanted to learn about equity release for themselves and find plans that could meet their needs – before speaking to an adviser.

Just a year before, the iPhone was launched and Mark could see that ‘smart’ technology and the internet would become central to the way we discovered, researched and bought products and services.

So, when Equity Release Supermarket launched, it was the first equity release broker to provide a free calculator to allow website visitors to understand how much money they could release and also the first website to allow visitors to compare plans from across marketplace. Over the years, the site has continued to be an innovator in the equity release market, and it relaunched in late 2018, providing the most comprehensive range of calculators and tools available – across all digital platforms.

Three years after the original launch of Equity Release Supermarket, Mark could see that a different type of customer was becoming interested in equity release, one that already knew something about equity release and the plans available.

To cater for this new customer, Mark created Compare Equity Release – the first equity release comparison site - with the goal of providing the digitally confident with a suite of tools and services to enable them to compare and shortlist equity release plans that could meet their needs.

Compare Equity Release was reinvented and relaunched in 2019, incorporating smartER – the first equity release search engine allowing our customers to create a shortlist of plans, tailored to meet their personal needs. smartER empowers our customers so that when they speak to their adviser, they have the confidence of already understanding how much money they could release and a range of plans that could fulfil their individual needs.

What our happy customers have to say

Sara has recently helped us with an equity release on my mum’s property. Not only was she professional & thorough, but... READ MORE

Mrs K - Brentwood, Essex

‘John’s patience and clear explanations provided us with the reassurance that we had made the right decisions’

Mr & Mrs Barrett - East Sussex

Very friendly, explained everything as we went through, and not in a hurry. I would recommend to friends and family.

Mrs T - Stockport, Cheshire

Extremely responsive to our requirements, especially as ours were slightly non-standard. Allen provided a range of options... READ MORE

Mr N - Dorset

Fantastically looked after throughout & left me with a great plan. Claire made certain that this was the best product for... READ MORE

Mr & Mrs A - Canterbury, Kent

All options very well explained, and Adam was very patient.

Mr & Mrs B - Hailsham, East Sussex

Excellent, professional service, everything was done in a timely manner. calls happened when promised.

Ms B - Forest of Dean

Full & comprehensive information provided together with close contact throughout the process. Very prompt turnaround following... READ MORE

Mr & Mrs T - Carnforth, Lancashire

Anna was friendly, helpful, patient with our endless questions and made everything easy, including the legal stuff.

Ms C - Devon

Mark,Thank you so much for arranging the Just Retirement Lifetime Mortgage for me. When you see yourself running out of... READ MORE

Mr M - Worthing, Sussex

The service provided & information available was excellent which allied to a very informed & personable advisor made the... READ MORE

Mr S - Moreton In Marsh

My advisor Liam Jenkins was outstanding. Thoroughly professional in all the questions he asked and forthcoming with advice... READ MORE

Mr T - Edinburgh

Paul was friendly & efficient. He made a house call at my request even though it was his day off.

Mr & Mrs A - Doncaster, Yorkshire

Your adviser, Hannah Boxshall, was the only one who actually visited me to discuss equity release details. She gave me outstanding... READ MORE

Mr L - High Halstow, Kent

I would like to thank Derek Wren for the very professional way he managed my case. His manner gave me great confidence.

Mrs M - London

I want to say thanks for the excellent service I received, Jo gave me help and advice with a smile.

Mrs F - Camberley, Surrey

Gary was very persistent and helped us get the best rate where others had failed. The case had a few obstacles and the service... READ MORE

Mr and Mrs M - Kings Lynn

The service was excellent right through the process, Paul kept updated at all times, everything was explained, and independent... READ MORE

Mr & Mrs B - Norwich

Nothing is 100%, but boy this was close! This is a first class professional unit. They explained, outlined & covered all... READ MORE

Mr & Mrs C - Beckenham, Kent

From the first meeting to the finalisation, everything went very well. Would definately recommend David McGirr.

Mrs E - Kelty, Fife

This is my 2nd equity release programme & so I was basically familiar with the procedure. UYour adviser Andrew Ross was excellent... READ MORE

Mr R - Plymouth, Devon

Daniel was really informative and didn’t put any pressure on us to make a decision

Mr & Mrs S - Sheffield, South Yorkshire

Please convey a big 'thankyou' from my wife and I to Gareth Humphreys for the friendly, yet professional manner with which... READ MORE

Mr & Mrs P - Wakefield, Yorkshire

This service was fantastic. We were having problems getting equity release due to our solar panels. Mark sorted it out exteremely... READ MORE

Mr T - Nottingham

A reputation built upon outstanding financial advice and service

While digital innovation is important to us, we have never lost sight of the fact that the heart of our business is providing outstanding financial advice and service.

Even now, as an established and leading equity release broker, Mark still personally interviews and appoints all the advisers that join Equity Release Supermarket to ensure that they share the same passion for helping people achieve their financial goals and meet our exacting standards.

To offer you extra peace of mind, all our advisers are members of the Equity Release Council (the industry’s trade body) which has a strict code of conduct in place to ensure that all equity release customers are protected.

While we don’t ask for plaudits, we’re also very proud of what our customers have to say about us in the review site feefo and in social media. The equity release industry has also given us a number of awards, which shows that we are doing the right thing for our customers.

We always put our customer first

Unlike our competitors, we think it’s important that you are as well informed as you want to be before speaking to us about equity release.

That’s why in both the Compare Equity Release and Equity Release Supermarket websites we provide you with as much information as possible and all the tools you need, so that when you speak to your adviser, you are comfortable with and confident in the decision that you are making.

That same approach of openness and honesty applies whenever you want to speak to us. If you call us or use our live chat facility, the first person you will speak to is your Equity Release Supermarket adviser.

We don’t have call centres – just friendly expert advisers that are on hand to answer all your questions and be by your side throughout the whole process. How you work with your adviser is also up to you.

Our local advisers can meet you in the comfort of your home, discuss your needs over the phone, use the latest video technology – or why not use a combination of each? We’ll let you decide.

We also think it’s important that you can track your application. Therefore, we provide you with your own secure, online dashboard, where we’ll keep you up to speed with progress and store all your important documents for reference. You can access this, whenever you want to and wherever you are - 24/7.

Whether you’re just starting to compare equity release and learn about the plans that are available, or you’ve shortlisted your plans using our smartER search engine and are ready to speak to your adviser, we’re here to help.