About Compare Equity Release

About Compare Equity Release

Compare Equity Release

Checked for accuracy and updated on 10 January 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

‘In these uncertain times, John's support and extensive knowledge have been outstanding. My husband and I have previously... READ MORE

Mr & Mrs J - Cardiff, Wales

Anna was empathetic to our requirements and her advice and recommendations helped to clarify our decision.

Mr C - Rochdale

The process was made very easy and went through so quickly. We were very impressed as any worries we had, were quickly covered. ... READ MORE

Mr W - Broxburn, West Lothian

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

Marc Cookson was very knowledgeable & provided us with excellent service. He was a delight to deal with. My comments are... READ MORE

Mr B - Chesterfield, Derbyshire

Very efficient polite and quick. Kept me informed every step of the way.

Ms R - Bicester, Oxfordshire

Anyone thinking of using equity release from their home, I could not recommend ERSupermarket highly enough. From the initial... READ MORE

Mr & Mrs P - London

Deciding who to trust with such an important financial decision is daunting. Rebecca looked after us from our first enquiry... READ MORE

Mr & Mrs M - Leeds

Equity Release Supermarket really got things moving with my application and business was concluded within two weeks of contacting... READ MORE

Mr H - Didsbury, Manchester

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

Mr & Mrs B - Hailsham, East Sussex

Derek Wren was professional and gave sound good advice without any pressure or hassle.

Mr & Mrs G - Godalming, Surrey,

We actually spoke to five companies re equity release. Equity Release Supermarket was head & shoulders above the rest. The... READ MORE

Mr & Mrs E - London

Superb service. Clear explanations of all aspects of Equity Release. Excellent communication and prompt follow up to all... READ MORE

Mr S - Yorkshire

Hayley was an absolute gem!

Ms P - Scotland

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

Mr & Mrs S - Sheffield, South Yorkshire

I am very happy with the service provided by Equity Release Supermarket. Many thanks to Sue for all the work she did to find... READ MORE

Mr P - Failsworth, Manchester

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

Mrs F - Camberley, Surrey

Very easy, very helpful, excellent service. Our adviser Allen Tomlinson was very clear with all his advice & explained everything... READ MORE

Mr & Mrs M - Hailsham, East Sussex

I cannot recommend Sara highly enough – dealt with her for the last 10 years. She is not only a fantastic person to partner... READ MORE

Mr and Mrs M - London

A huge thank you to Paul and Collete for their hard work, patience, and regular contact during the process of obtaining equity... READ MORE

Mr & Mrs S - Hull

Andrew was very friendly & professional. He provided a clear explanation of the process. His advice was succinct & considered.... READ MORE

Mr W - Dartmouth, Devon

Excellent and professional service. Stuart Young was very helpful and explained everything in a knowledgeable and friendly... READ MORE

Mr P - Newby Bridge, Cumbria

I thought this process would be quite complex & a little invasive, but the adviser was very clear & explained things very... READ MORE

Mr W - Stone, Staffordshire

I was satisfied with Equity Release Supermarket. I was able to trust the company and proceed with my transaction. Thank you... READ MORE

Mrs J - Bampton

I had an excellent experience using Gareth as he explained everything in easy to understand manner. Gareth & his online... READ MORE

Mrs P - Merseyside

Guy was our Lifetime Mortgage Advisor, we cannot speak highly enough of him, he helped us through the whole process step... READ MORE

Mr & Mrs C - Newcastle

No high pressure selling. Mark was quite happy to wait a while before we made a decision. Easy to complete, fully professional... READ MORE

Mr & Mrs L - High Peak, Derbyshire

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.