At Equity Release Supermarket, recognition comes in many forms. In the past year alone, we’ve been named Best Advice Firm 20+ at the British Later Life Lending Awards and voted by customers as the Best Equity Release Broker at the What Mortgage Awards. On top of that, our customers consistently rate us 5 stars on Feefo.
These achievements aren’t just trophies on a shelf. They’re proof that our approach to equity release advice, one that is transparent, independent, and customer-first, is making a real difference to homeowners age 50+ across the UK.
Winning at the British Later Life Lending Awards highlights the respect we’ve earned from our peers in the industry. It reflects our professional standards, our depth of knowledge, and our ability to guide customers through complex later-life financial decisions.
Taking home the What Mortgage Award for Best Broker, voted on by customers themselves, carries even more weight. It shows that people who’ve worked with us directly feel we’ve provided the very best equity release advice and support. The combination of peer recognition and customer trust really is powerful.
And with a verified 5.0/5 Feefo rating, we know that every review is genuine feedback from people who’ve experienced our service first-hand. The fact that we consistently score top marks tells us we’re not only meeting expectations but exceeding them.
The Principles Behind Our Success
So, what drives these results? It all comes down to the principles at the heart of how we work.
Whole of Market, Independently Owned
We’re not tied to any single lender, which means every customer gets truly unbiased equity release advice. Our advisers can explore the entire equity release market to find a product that suits each person’s circumstances based on our very own digital factfind that ensures we are capturing the right information about our customers. Being independently owned gives us the freedom to prioritise customers in everything we do.
Technology That Empowers: Equitec, our own technology company.
Our in-house tech company - Equitec, has created digital tools that provide empowerment and place customers in control. With smartER, customers can view live, accurate product comparisons online. Instead of sifting through outdated brochures or waiting for callback request, they see results in real time. This transparency helps people feel more confident, informed, and supported in their decision-making.
An Employed Team of Experts
We have an employed team of advisers. That may sound like a small detail, but the employed advice team are part of one firm – Equity Release Supermarket, and you can meet them on our website or by calling 0800 802 1051. It also means our team works collaboratively, sharing knowledge and experience rather than competing. For customers, it can helps create a more supportive and consistent experience.
Partnerships That Extend our Reach
Working exclusively with trusted names such as MoneySuperMarket and StepChange allows us to reach people who might not have considered or even be aware of equity release. We’re raising awareness of equity release and bringing it into the mainstream. These partnerships are a sign of trust from well-known organisations, but they also make our expertise more accessible to a wider range of customers.
A Focus on Vulnerable Customers
Equity release is a significant decision, and we recognise that some customers need extra care. We have strong policies and procedures in place to support potentially vulnerable customers, whether due to age, health, or financial circumstances. Our advisers are trained to identify where additional help is needed and to deliver advice in a way that is compassionate and clear. For many families, this makes all the difference.
Our Feefo rating isn’t just a number. It reflects thousands of positive experiences, with customers often telling us they value clear, jargon-free advice that makes a complex subject easy to understand. They highlight transparency at every stage, with no hidden surprises, and approachable advisers who take the time to listen. Above all, they value the peace of mind that comes from knowing they’ve chosen the right product for their needs.
Customers often tell us they value:
- Clear, jargon-free advice that makes a complex subject easy to understand
- Transparency at every stage, with no hidden surprises
- Supportive, approachable advisers who take the time to listen
- Peace of mind knowing they’ve chosen the right product for their needs
These reviews highlight that our principles aren’t abstract ideas. They show up in everyday interactions and in the real, tangible difference we make to people’s lives.
Looking Ahead: Setting the Standard for Equity Release Advice
The equity release market is evolving quickly. As products become more flexible and more people look to their property wealth in retirement, the need for trusted, independent equity release advice will only grow. For many, this advice can mean the difference between uncertainty and confidence in later life. Our focus on technology, independence, and customer-first service positions us well to lead this change. We’re not just responding to the market, we’ve been helping to shape it. From developing smartER digital tools to maintaining strong partnerships, we’re continually looking for ways to make equity release advice clearer, fairer, and more accessible.
Experience Award-Winning Equity Release Advice
Awards and ratings are valuable, but they’re not our end goal. They’re the result of doing what we believe in - providing customers with independent, transparent, and personalised advice. If you’d like to experience that for yourself, speak to our team today on 0800 802 1051 or get in touch with your local adviser, and discover why our independent equity release advice is rated 5 stars by customers and recognised across the industry.
