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Niches

How do I market equity release and lifetime mortgages?

Last reviewed 22 April 2026 · Reviewed by Jake McQuillan

Quick answer

How do I market equity release and lifetime mortgages?

Target homeowners 55 to 85 on Meta and Google Search, use educational content (no pushy offers), and expect £140 to £260 CPL with 20 to 40% lead-to-appointment rates. Vulnerability considerations and FCA rules are especially strict in this niche.

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The basics

Equity release marketing is one of the most regulated niches in UK finance. Content must be educational, balanced and explicitly mention the impact on inheritance, tax and means-tested benefits.

Channel strategy

  • Meta: demographic targeting 55 to 85, homeowners.
  • Google Search: in-market terms (equity release calculator, lifetime mortgage adviser).
  • Direct mail: still effective for this demographic.

Content that works

  • "Is equity release right for me?" educational guide.
  • Inheritance-impact calculator.
  • Comparison of alternatives (downsizing, RIO mortgages, IHT planning).

Vulnerability considerations

  • Screen for vulnerability at every touchpoint.
  • Require family/adviser involvement in decisions.
  • Never use scarcity or urgency messaging.
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JM
Reviewed by
Jake McQuillan
Founder at Platinum Prospects
Last reviewed 22 April 2026

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