Project hub · UK · scaffold-only

Equity Release (UK)

lead-gen / authority site · organic mere-introducer + IAR

A UK equity release authority that lead-sells qualified enquiries to FCA-authorised advisers (ERC members only) at ~£90-150 CPL. Operates as an Introducer Appointed Representative (IAR) under an authorised principal. Information-first; never advises.

Scored 20/25 on the niche-attack scorecard (banked 26 May 2026). VERIFIED LEAD VALUE RMT Direct ~£90, LeadCrowd ~£110, converted client = £2,000-5,000 adviser fee. ~£2.57bn 2025 UK lending, +11% YoY demographic tailwind. Sibling lane: RIO / later-life lending (same advisers, same lane).

The model in four steps

#	Step	Regulatory anchor
1	Publish information (no advice)	RAO Art.33 mere-introducer exemption
2	Capture enquiry via approved CTA	FSMA s.21 financial promotion (IAR principal-approved)
3	Introduce to ERC-member adviser	Equity Release Council standards
4	Receive flat referral fee (not commission)	Avoids "arranging" reclassification

The unlocks (to make it real)

1 · IAR principal signEquity-release adviser network. Principal notifies FCA 30 days before appointment. Cost: network fee (few hundred to few thousand £/yr) + referral split. Compliance consultant can broker.

2 · ERC-member adviser panel4-6 firms minimum for geographic coverage. ERC members only (major lenders only accept them).

3 · Brand name + domainWorking name TBD. Register .co.uk.

4 · GDPR/PECR consent flowExplicit consent naming the recipient(s). Generic "we may share with partners" is NOT enough.

On-site upsell clusters (Kevin Bacon run, live data)

Same buyer, same FCA lane, same adviser panel. On-site clusters, not separate sites. Near-zero extra regulatory lift.

Cluster	Live UK vol	Verdict
Care-fees funding ⭐	care home fees 1,300 · paying for care 320 · immediate needs annuity 590	"Release equity vs immediate-needs annuity to pay for care"; SOLLA specialism overlap; INA is FCA-regulated, same lane
Gifted deposit / Bank of Mum & Dad ⭐	bank of mum and dad 2,900 · gifting money to family 1,000 · gifted deposit 720	"Release equity to gift the kids a deposit"; widens audience to the adult child
Interest-only shortfall + RIO	retirement interest only 2,900 · later life mortgage 720	The "can-service-interest" alternative within the same hub

The DO-NOT-DO list (the perimeter)

Don't give advice (incl. "lifetime mortgage is better than drawdown for you")
Don't recommend a specific product, lender, or named adviser as suitable
Don't complete or help complete any application / fact-find / illustration
Don't act as ongoing conduit between customer and adviser after the intro
Don't handle any client money
Don't run a "get a quote" CTA that isn't approved by an approver-permission firm
Don't imply you're FCA-regulated when you're not

One spin-out option (not on-site)

Pension income — annuity rates 5,400 + pension drawdown 4,400 = ~10k/mo combined. Same later-life buyer, often same adviser. Distinct product + standalone volume → sister site or first cross-sell cluster. Same FCA mere-introducer lane.

Research files

iCloud/.../niche-discovery-2026-05-26/09-equity-release-leadgen-brief.md — full regulatory brief + model + DO-NOT-DO list + email draft
iCloud/.../niche-discovery-2026-05-26/KEVIN-BACON-equity-release.md — full adjacency orbit
iCloud/.../niche-discovery-2026-05-26/12-round3-professional-leadgen.md — RIO sibling scoring

Sister sites: peptideclear.co.uk · Women's Health (sister consumer-affiliate) · EV Chargers (sister lead-gen). Tracked on the fleet dashboard at code EQREL.