25 October, 2025
Business

Equity Release Supermarket Dominates with a Clean Sweep of Awards

413 Comments11.9k

Equity Release Supermarket (ERS), a leading independent equity release advisory firm based in Cheshire, has kicked off the year with a major accolade. The company has been named the “Best Financial Adviser 2023 for Equity Release” in recognition of its exceptional customer service, quality of advice, and innovative approach to the industry. This latest award adds to ERS’s list of accomplishments, including being named the “Best Mortgage Comparison Site” and “Best Overall Equity Release Advisory Firm” at the What Mortgage 2022 Awards, as well as the “Best Equity Release Adviser Customer Service” and highly commended in the “Best Equity Release Adviser” category at the Personal Finance Awards, and “Best Later Life Broker” at the Mortgage Introducer Awards.

ERS has also gained recognition for its industry-first digital solution, smartER™, an equity release comparison tool that has received widespread praise. The company’s commitment to customer service and its innovative use of technology has earned it the “Platinum Service Award Winner” from feefo for both 2022 and 2021, as well as an average 4.9 rating out of 5 based on 204 5-star reviews over a 12-month period.

The FCA’s “Consumer Duty” principles require financial services firms to prioritize customer needs, which is exactly what smartER™ has been designed to do. By empowering consumers to conduct their own research, ERS has opened a new avenue of opportunity for the industry, making it easier for older homeowners to understand their options and make informed decisions about their finances.

According to Mark Gregory, Founder & CEO at ERS, the uptake of smartER™ has been overwhelming, and it now accounts for over 25% of the company’s business. ERS continues to push the boundaries of digital technology, with the aim of improving the digital experience for consumers and supporting the equity release market as a whole.

News Team

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