Equity Release Supermarket has launched a new website aimed at bringing customers, advisers, lenders and partners together.

The advisory service’s new group platform includes new tools and support for borrowers as well as professionals involved in equity release.

It will house the brands Equity Release Supermarket, Compare Equity Release and Equity Release Partners.

Equity Release Supermarket founder and chief executive Mark Gregory says: “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 firm recently launched smartER, which it calls the first intelligent search engine tool in the equity release sector.

Gregory says: “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.”