Equity Release Supermarket

About Equity Release Supermarket

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Equity Release Supermarket was established in 2008 and is now one of the UK’s leading independent, whole-of-market equity release advice firms.

Based at Bridgewater Place, Birchwood Park in Cheshire, and supporting customers throughout the UK, the company provides specialist equity release and later life lending advice to homeowners aged 55 and over.

Equity Release Supermarket was created to offer a fresh-thinking, transparent and customer-focused approach to equity release. The firm helps customers understand their options clearly, compare products from across the market, and decide whether equity release is suitable for their individual circumstances.

The company provides access to a wide range of lifetime mortgage plans from leading UK lenders, including exclusive deals where available. Advice is tailored to each customer’s needs, objectives and financial position, with appointments available by telephone, video and, where appropriate, face-to-face.

Equity Release Supermarket also provides a wide range of helpful online resources, including equity release calculators, comparison tables, guides and downloadable factsheets, designed to help customers make more informed decisions before seeking regulated advice.

The business has received significant industry recognition over the years. It was voted Best Equity Release Adviser at the What Mortgage Awards for three consecutive years in 2019, 2020 and 2021, and also won Best Broker Website in 2021. Since then, Equity Release Supermarket has continued to be recognised across the later life lending market, including winning Later Life Broker of the Year at the Mortgage Introducer Awards 2022, being Highly Commended for Equity Release Adviser of the Year at the Moneyfacts Awards 2022, and winning Best Financial Adviser / Best Later Life Adviser in the 20+ advisers category at the 2025 and 2026 later life lending awards.

Equity Release Supermarket is led by founder Mark Gregory, who has many years’ experience in the equity release sector. Mark previously worked with Norwich Union Equity Release and was formerly a co-founder and director of Equity Release Solutions. He established Equity Release Supermarket to provide customers with clear, independent and responsible equity release advice.

Today, Equity Release Supermarket is part of Equity Release Group, alongside Equitec, the group’s technology business. Together, the group continues to invest in award-winning advice, customer service and market-leading technology, including smartER®, to improve how people access later life lending support across the UK.