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Equity Release Supermarket Launches First Ever TV Campaign

Revealing the UKs only Equity Release Comparison Tool

The UK’s No.1 independent equity release advisory service, Equity Release Supermarket, is moving into television advertising for the first time ever, as they look to broaden their audience and showcase their pioneering technology and digital offering.

The innovative fin-tech firm recently launched a UK Industry-first digital solution for consumers – known as smartER – and now bring this industry platform to a far wider audience.

The TV campaign will be rolled out nationally – including Channel 4 and Sky – as part of a smartER push.

It follows Helen, who is looking to compare the entire equity release market and gain personalised deals to enable her to fulfil her aspirations. She discovers the only place that does this is Equity Release Supermarket’s smartER, and she embarks on the smartER journey.


Mark Gregory, Founder & CEO at Equity Release Supermarket commented: “Our customers are at the centre of all we do. We have always made it our mission to be as open and transparent as possible, whilst also providing the digital tools they need to understand how equity release and later life lending could give them the financial freedom they deserve.

“We also strive to empower our customers so that when they do speak with one of our advisers, they have the confidence they need and the reassurance that equity release is the right solution for them.

“Until now, the equity release landscape simply didn’t cater for consumers who wanted the knowledge and ability to research options in their own time. Consumers didn’t have the opportunity to develop their own understanding, which we know from our research is a huge frustration and a reason why some are sceptical about equity release. However, smartER now solves this problem, putting consumer’s needs first.”


The FCA’s ‘Consumer Duty’ principles set out higher and clearer standards of consumer protection across financial services and requires firms to put their customer’s needs first – which is exactly what smartER has done and aligned to, by giving customers the information they need, at the right time and presented in a way they can understand.


Mark added: “We have spent the last three years developing the technology to build a digital platform that gives consumers not only more control, but more in-depth information, a better understanding of the plans out there and greater insight to match their requirements.

“We’re excited to now launch our new TV campaign showcasing this all-inclusive platform to a far wider audience and are delighted to have the support of the UKs top Lenders.”


The campaign is supported by big corporate brands and UK wide providers – Pure Retirement, Standard Life Home Finance and Aviva.


John Wilson, Chief Commercial Officer at Pure Retirement commented: “The equity release market has grown substantially in recent years, and has increasingly become a mainstream financial planning solution. As a leading lender in the space, we understand the importance of offering customers as much information as possible to help them enter the advice process with the ability to make informed decisions. As a result, we remain committed to not only working with all of our network to help achieve this, but supporting any solutions that contribute to widening consumer understanding.”


The smartER platform is already thriving and has been highly well received by consumers since launch. Those who use smartER are six times more likely to complete on a product when doing their own research, in their own time, vs traditional customer acquisition strategies.

According to the firm’s latest 30-day data report, smartER searches were up an incredible 194 per cent. Plus, over a third of those consumers revisited the platform to gain different quotes due to fluctuating rates, showcasing that consumers are confident in conducting their own research prior to speaking to a Financial Adviser.

smartER is available now to consumers online: https://www.equityreleasesupermarket.com/smarter-equity-release-search