Equity Release Group has reported an 11.1% year-on-year rise in case volumes for the first quarter of 2026, despite what it described as broadly flat market conditions for new customers.
The whole-of-market equity release advice firm said the results reflected the growing importance of technology, infrastructure and advice processes in improving conversion and increasing 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.”
The firm also reported a shift in consumer behaviour, with equity release increasingly being used for a wider range of needs as demand for financial flexibility in retirement continues.
Debt consolidation rose by 7.5% compared with last year. Equity Release Group said Equity Release Supermarket’s appointment as StepChange’s exclusive equity release and later life lending advice partner meant it was supporting more clients with complex financial circumstances, which may have contributed to the increase.
Gifting to family also increased, while home improvements remained the largest single use of equity release, although at a slightly reduced level compared with the previous year.
Gregory 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.”
ERG said its website remained the largest source of business, accounting for more than a third of cases, while partner referrals grew to more than 14%.
Demand for smartER, its customer-facing equity release comparison tool, also remained strong. Through TERN, advisers will be able to access similar lead-generation capability through Perform, a branded comparison website designed to generate more qualified enquiries and support the journey from online research to regulated advice.
Telephone advice now represents more than 60% of cases, which ERG said highlighted customer preference for speed and accessibility. The group said its distribution mix had also become more balanced, reducing reliance on any single acquisition channel.
Its case data also pointed to a broader spread of business across lenders, which it said gave advisers more flexibility when matching products to customer needs.
Regionally, the firm said growth was becoming more evenly distributed across the UK. The South East remains the largest region, but its share has reduced, while Scotland and the West Midlands recorded notable increases, alongside steady growth in London.
Gregory 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.”
