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

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

Mr & Mrs Barrett - East Sussex

I don't know if there are others like Derek, but the company is well represented by him. A job well done.

Mr & Mrs F - Chingford, Essex

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

Despite the limitations imposed by Coronovirus, I was extremely pleased by the highly professional approach adopted by all.... READ MORE

Mr W - Knebworth, Hertfordshire

A well-oiled service! Very professional and good service. My adviser was always there when I needed information and help. ... READ MORE

Mr H - Milford Haven, Pembrokeshire

David McGirr was very professional and helpful throughout the process. He always replied to emails and phone calls.

Mr F - Aberdeen, Scotland

Marc Cookson explained things simply and correctly. Could not have done the job any better.

Mr R - Skipton, North 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

Gary was very clear with his explanations and helped us understand all our options. Everyone involved was very helpful and... READ MORE

Mr and Mrs R - Canterbury

We were so impressed with the professionalism and attention given to our needs by Hayley who handled our case from beginning... READ MORE

Mr & Mrs H - London

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

Ms B - Forest of Dean

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

On meeting Allen I felt extremely at ease with him. His professional manner was outstanding. He came again when my daughter... READ MORE

Mrs S - Barton-On-Sea, Hampshire

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

Ms C - Devon

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

Mrs F - Camberley, Surrey

I cannot recommend Paul highly enough and would have no problem recommending him if someone is considering equity release.... READ MORE

Mr J - Ely, Cambridgeshire

Daniel, thank you so much for making this whole journey a pleasure. You were so understanding and thoughtful throughout and... READ MORE

Mr & Mrs N - Rhyl, North Wales

I found Mark Rumney to be clear, concise and courteous. Highly satisfied with all aspects of the services.

Mr & Mrs J - Powys, Wales

From first to last we were very impressed by your service & pleasantly surprised by how quick completion was, considering... READ MORE

Mr S - Hastings, East Sussex

A super service from start to finish. Hannah's excellent with her advice.

Mr T - Shaw, Greater Manchester

Equity release was something I had looked into and Gareth provided a clear service. I had contacted Key Retirement, however... READ MORE

Miss S - Birmingham, Midlands

I have nothing but praise for the excellent service that ERSupermarket has given me. The process of getting an equity release... READ MORE

Mr L - Portstewart

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

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

Mr Young was very polite, informative and gave very clear information. He explained why he was asking various questions,... READ MORE

Mr and Mrs S - Bath, Somerset

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

Mr & Mrs G - London

Tara was brilliant, very knowledgeable, understanding and helpful. I would and will highly recommend to anyone who wants... READ MORE

Ms N - Wigan, Greater Manchester

What was a major decision for us to proceed was made much easier by the professionalism & quality advice provided by everyone... READ MORE

Mr & Mrs K - Harrogate, North Yorkshire

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.