Equity release advisory service, Equity Release Supermarket (ERS), has launched a new Equity Release Group site.

ERS says it has expanded its nationwide platform capabilities “to further assist and educate the market”. Under the group of companies and distribution channels, a range of tools, knowledge and support are available to all individuals “enabling them to maximise their equity release journey.”

Mark Gregory, founder and CEO at Equity Release Supermarket, said: “Our mission and focus has always been committed to making the equity release landscape far more transparent, consumer-friendly and ultimately help equip customers with the tools, knowledge and detail that is often lacking.

“However, with new innovations and further expansion we’ve been able to take this a step further, making enhanced improvements and additions with the launch of our Group platform. The new online hub – housing the brands Equity Release Supermarket, Compare Equity Release and Equity Release Partners – caters specifically for advisers, for partners, for lenders and for customers.”

The firm also recently launched smartER, which it says is an intelligent search engine tool.

Gregory added: “smartER was three years in the making as we recognised early on that the equity release industry simply didn’t cater for consumers who are hungry for knowledge and want to research their options in their own time.

“It was as though the equity release industry believed that consumers shouldn’t be given the opportunity to develop their own understanding, which we know from our research is a huge frustration and a reason why some are sceptical about equity release. Therefore, we wanted to empower our customers so that when they do speak with one of our advisers, they have the confidence they need and the reassurance that equity release is the right solution for them.

“Since smartER hit the market in September, we have great uptake and it has generated close to 30% of our ‘calculator’ related website page views.“