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

Adam is very knowledgeable on the matter we raised, and his explanations were very clear and easy to understand.

Mr & Mrs G - London

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

It was a pleasure to deal with someone who tells you what will happen, and it actually happened and was so quick and straightforward.... READ MORE

Mrs C - Colchester

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

Mr & Mrs Barrett - East Sussex

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

Ms B - Forest of Dean

She is patient, understanding, incredibly knowledgeable and will point you towards another direction if she feels that this... READ MORE

Mr S - West London

Our adviser - Paul Newsome went way beyond the call of duty to get us our money and we can only be really thankful to him... READ MORE

Mr & Mrs S - Louth, Lincolnshire

The process was explained very well - with researched options. Listened to my requirements & offered suitable options. Very... READ MORE

Mrs S - Hordle, Hampshire

David was excellent with his advice & knowledge. We were kept well informed by David & Boyd Legal were 1st class.

Mr & Mrs F - Broxburn, West Lothian

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

The financial adviser was proactive throughout the process, even when on holiday.

Mr B - Shrewsbury, Shropshire

My wife & I were very concerned that we would not be able to understand all that came with this equity release & had to rely... READ MORE

Mr & Mrs P - Braintree, Essex

Simply fabulous service. I would say that the help and advice I got from Claire was superb. Every effort was made to ensure... READ MORE

Mrs B - Fareham, Hampshire

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

We were very pleased with the service your company supplied. Mr Sykes was a great help guiding us through the paperwork.

Mr P - Telford, Shropshire

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

Mrs T - Stockport, Cheshire

We knew nothing about Equity Release at the start, but after contacting Liam, he explained everything and guided us through... READ MORE

Mr & Mrs P - Newport

I found the adviser, Mark Rumney, to be friendly, very efficient and extremely helpful. Every question was dealt with in... READ MORE

Mr E - Sheffield, Yorkshire

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

Mrs F - Camberley, Surrey

My Adviser offered me a range of products that could be suited to what I was specifically looking for. This enabled me to... READ MORE

Mr A - County Durham

Superb advice right from the start. Our wishes & concerns were taken fully into account when selecting the best product.... READ MORE

Mr & Mrs P - Fareham, Hampshire

Sara Whitbread provided an excellent service. She enables us to find the perfect offer & the whole process was handled swiftly,... READ MORE

Mrs A - Hereford, Herefordshire

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 an excellent adviser, extremely patient and willing to visit on more than one occasion.

Mrs B - Plymouth, Devon

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.