The Intermediary –- May 2026 - Flipbook - Page 83
L AT E R L I F E L E N D I N G
Opinion
Digital capability is
becoming critical
T
he later life lending
market continues to
evolve rapidly, not
only due to consumer
behaviour and
regulation, but also
in terms of how customers engage
with advisers. For many consumers,
the adviser relationship no longer
begins with a phone call or face-to-face
meeting. It begins online.
Customers increasingly expect to
research products, compare options
and understand later life lending
before speaking to an adviser. They
want transparency, accessibility and
reassurance from the outset. In many
cases, an adviser’s digital presence is
now the first impression a customer
receives of their business.
Yet across the intermediary market,
many advisers still operate with tools
that are outdated, difficult to manage,
time-consuming or not designed
specifically for later life lending.
Others rely heavily on referrals or
listings without having a strong digital
proposition of their own.
At a time when advisers face
growing pressures in an increasingly
challenging market, digital capability
is becoming far more than a branding
exercise. It is a central part of lead
generation, customer engagement and
long-term business growth.
This is particularly important
within later life lending, where
customers oen spend a significant
amount of time researching and
comparing options before proceeding
with advice.
The challenge for many advisers
is that building and maintaining a
professional digital presence can be
both expensive and operationally
difficult. Generic website providers
oen lack understanding of later life
lending and the technology required,
while bespoke website builds can lack
depth and become costly.
Equally, many adviser websites
fail to support the actual customer
journey. They may provide basic
information, but they do not actively
help customers understand products,
compare solutions or take the next
step towards advice.
This is one of the reasons why
digital infrastructure is becoming an
increasingly important part of adviser
support models.
At Equity Release Group, we have
spent years developing the technology
and online customer journey that
powers Equity Release Supermarket
and smartER©. Through TERN, that
infrastructure is now being made
available directly to advisers.
The objective is not simply to
provide advisers with a website. It
is to help advisers build a stronger
online presence that supports trust,
engagement and lead generation in a
market where digital visibility maers
more than ever.
Consumers increasingly expect
access to information before entering
the advice process. By giving advisers
access to specialist comparison
capability within their own branded
environment, the aim is to help firms
compete more effectively online while
supporting customer understanding
and transparency.
For advisers operating in difficult
market conditions, this also creates an
opportunity to improve local visibility
and potentially increase their share of
customer enquiries without needing to
invest heavily in bespoke technology
development.
Importantly, our technology is
designed to support advisers rather
than replace advice. Equity release
remains one of the most specialist
and regulated areas of financial
services, and professional guidance
continues to play a central role in
customer outcomes.
However, advisers increasingly
need digital tools that strengthen the
customer journey, improve efficiency
and support business growth in a more
competitive environment.
MARK GREGORY
is CEO and founder
of Equity Release Group
The challenge for
many advisers is that
building and maintaining
a professional digital
presence can be
both expensive and
operationally difficult”
The later life lending market
is unlikely to become less digital
in the years ahead. If anything,
consumer expectations around
online accessibility, transparency and
comparison capability will continue
to increase.
For advisers, the question is no
longer whether digital capability
maers. It is whether their current
infrastructure is sufficient to support
the next phase of market growth.
As the sector continues to mature,
advisers who combine specialist
advice expertise with strong digital
infrastructure are likely to be best
positioned to grow sustainably
and meet evolving consumer
expectations. ●
May 2026 | The Intermediary
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