Lead Generation – Tools That Attract, Systems That Convert

At the core of TERN’s growth support is a powerful lead generation ecosystem – designed to give you early momentum and long-term sustainability. It’s a dual-track approach to lead generation: we provide the leads to get you started – and the tools to help you to keep growing.

We start by giving you a head start: a flow of free, quality equity release leads, provided during your onboarding period. These are real customer enquiries, generated through Equity Release Group’s own trusted consumer marketing, and delivered directly to your CRM – so you can focus more on advising, not chasing business.

Alongside this, you’ll can also gain access to a suite of fully branded digital lead generation tools–including calculators, comparison tables, the smartER sourcing tool, and our Find an Adviser module. These are all designed to turn your website into a lead-converting machine and build your own pipeline over time.

What’s included

smartER – Your clients personal research tool

Embed smartER directly into your website to transform how consumers interact and educate themselves about equity release. This unique consumer sourcing tool allows your website visitors to research plans in their own time, using their personal criteria to view real-time borrowing figures, eligibility, product features and even compare products side-by-side – all powered by live lender data via API.

By giving consumers a transparent, informative experience upfront, smartER helps you meet FCA and Consumer Duty requirements while building trust from the first click. All lender data is drawn from a centralised product database which is updated 4x per day to provide accurate information to your customers.

It educates, empowers, and engages – moving clients further down the sales funnel before they even speak to an adviser. The result?

Higher quality leads
Improved conversion rates
A better-informed, more confident customer

smartER uses the latest technology, is FCA-compliant, and is already live on sites like MoneySuperMarket. Now you can bring that same experience to your own digital journey – under your own brand!

Interactive Calculators – Drive Engagement, Capture Intent

Our suite of over 20 interactive, FCA-compliant calculators sits at the very start of the consumer research journey – often the first touchpoint before users engage with smartER.

These tools are designed to appeal to consumers who want to explore their options independently and gain understanding of how much they can borrow before speaking to an adviser. By helping them self-educate in a structured, compliant way, you’re building trust from the outset and guiding them seamlessly into the next stage of the funnel.

What’s included:

Product-based calculators – Maximum release, enhanced borrowing, interest-serviced affordability, drawdown, and more
Analysis-based calculators – Equity remaining, impact of making voluntary repayments, switching plans - including cost comparisons and future savings

Each calculator is:

Pre-built and ready to deploy on your website
Customisable to your brand colours and styling
Designed to lead generate and drop into your CRM upon result notification
Compatible with websites, landing pages, article writing or email campaigns

Together, they create an intuitive, engaging research journey that not only meets consumer expectations – but actively moves them closer to advice, on their terms.

Think of them as the warm-up act to smartER – helping consumers explore, understand, and build confidence in their options through self-led research. While leads generated at this stage may be earlier in the journey, they’re more informed, better qualified, and more likely to convert when nurtured effectively.

Find an Adviser Module – Adviser Search & Match

Our Find an Adviser (FAA) module helps prospective clients connect with the right adviser from the outset – building early rapport and improving engagement before a conversation even begins.

Tailored for firms with multiple advisers or regional coverage, the FAA tool uses postcode location to intelligently route users to advisers from the firm in their area. From there, clients can browse the list and get to know each adviser by reading their personal bios – whether they’re looking for decades of experience… or just someone who proudly supports the same football team!

Key features include:

Adviser profile BIOs – showcase individual experience, specialisms, and qualifications to help build trust
Professional photos – humanise the digital journey with visible adviser images
Geolocation matching – generate enquiries based on postcode proximity
Custom branding – fully styled to match your firm’s website and branding

By adding a personal touch early in the journey, FAA helps turn anonymous traffic into adviser-specific leads – creating a warmer, more connected customer experience from the very first click.

Comparison Tables – Real-Time Transparency That Builds Trust

Our embeddable comparison tables display live equity release product data directly on your website – giving consumers a clear, trustworthy overview of the market without needing to input any personal information.

Fully branded to your firm and powered by real-time lender APIs, these tables showcase up-to-date product details such as interest rates, lender names, and key plan features. While static in structure, all data is fed from a centralised product database updated four times daily – ensuring your site always presents accurate and compliant information.

Key features include:

Live product listings – including lender names, interest rates and plan type
Expandable “More Info” views – reveal deeper details such as early repayment charges, set-up costs, incentives, and product features like inheritance or downsizing protection
Fully branded – styled to reflect your firm’s website for a seamless experience
Lead capture integration – with multiple options to convert interest into action

Clients can:

Request a personalised quotation
Request a callback at a convenient time
Show intent by directly using the ‘Apply Now’ functionality

These tables offer a low-friction, high-trust introduction to your proposition, giving clients everything they need to explore plans – and multiple ways to engage when they’re ready.

Already trusted by brands like Equity Release Supermarket, this is a proven, conversion-friendly way to combine transparency, technology, and trust.

These tools are proven – already live with major brands like MoneySuperMarket, and now available to you as a TERN member.

“With TERN, I finally feel part of something bigger. The support, responsiveness, and shared mindset are second to none.”
TERN Adviser

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Ready to scale smartER? Let's talk about what’s possible. Book a call today.