Equity Release Group reports double-digit growth despite flat market conditions

14 May 2026

Case volumes rise 11% YOY as firm highlights strength of technology and advice model

The UK’s leading whole of market equity release experts, Equity Release Group (ERG), have reported strong growth in Q1 2026, with case volumes increasing by 11.1% year-on-year, despite a broadly flat market for new customers.

The results indicate that, in a market where overall customer growth remains limited, firms with stronger infrastructure, technology and advice processes are better placed to improve conversion and grow market share.

Mark Gregory, Founder and CEO of Equity Release Group, said:

“The market hasn’t necessarily grown in terms of new customers, but it is becoming more mature. The firms that are converting demand most effectively are those with the right advice model, technology and operational infrastructure

“Our growth reflects the strength of our model, combining whole of market advice with advanced technology and a diversified ecosystem.”

Equity Release Group also reported a clear shift in consumer behaviour, with more varied and needs-based use of equity release products, as rising demand for greater financial flexibility in retirement continues this year.

The firm reported that debt consolidation increased significantly, rising by 7.5 percent compared to last year. Following Equity Release Supermarket’s appointment as StepChange’s exclusive equity release and later life lending advice partner, ERG is supporting a growing number of clients with more complex financial circumstances, which may have contributed to the increase.

Gifting to family also grew, reinforcing the continued importance of intergenerational financial support, while home improvements remained the largest single driver, although slightly reduced compared to the previous year, suggesting a broader mix of motivations amongst customers.

Mark added: “Customers are increasingly using property wealth in more flexible ways, whether that be to manage existing financial pressures or support family members. Financial decisions are no longer for one sole purpose but are part of a wider financial planning conversation.”

Technology and distribution also continue to drive growth according to ERG, with their website remaining the largest source of business, accounting for over a third of all cases, while partner referrals grew to over 14%, reflecting increasing traction across intermediary channels.

Demand for smartER©, ERG’s customer-facing equity release comparison tool, also remains strong. Through TERN, advisers will be able to access similar lead-generation capability through Perform, their own branded comparison website designed to help generate more qualified enquiries and support a smoother route from online research to regulated advice.

Telephone advice continues to dominate, now representing more than 60% of all cases, highlighting a clear preference for speed and accessibility among customers. The data also points to a more balanced distribution mix overall, reducing reliance on any single acquisition channel and supporting more consistent lead flow.

ERG’s own case data also points to a more balanced spread of business across lenders, giving advisers greater flexibility when matching products to individual client needs.

As for location, regional growth is spreading beyond the traditional hotspots. While the South East remains the largest region, its share has reduced, with growth becoming more evenly distributed across the UK. Notable increases have been seen in Scotland and the West Midlands, alongside steady growth in London.

Mark concluded: “In a market that is currently relatively flat, growth comes from doing things better, improving accessibility, increasing efficiency and delivering consistently high-quality advice.

“Our focus remains on making equity release more transparent, accessible and easier for both customers and advisers to navigate.”