My mum actually looked into using home wise, and we spoke with the sales team there extensively to try and understand what it was.
I can probably provide a bit of clarity as I think there are a lot of misunderstandings on here. Firstly, it's definitely not Equity Release. Mum did look into Equity Release but the problem with it was the mortgage that would have been left hanging over her head would have potentially eaten any inheritance up, something she didn't want to do.
Home wise basically buy a property at the full price and sell a lifetime lease to their customer for a cheap rate. They then live in the property with no rent or mortgage or payments, other than the usual council tax and bills etc. They offered mum the option of keeping up to 50% of the property too so she could leave an inheritance, although it would have reduced her discount if she'd gone down that route.
I do get that it's not a good option for everyone, but we were actually really reassured when speaking to them as they insisted mum took her own legal advice from her own solicitor before considering whether to proceed. For what its worth, they weren't pushy or anything when we spoke with them and we found them really helpful.
It would have worked out really well as she could have sold her current house and moved to be nearer to us (we live in a slightly more expensive area of the country) in a similar property, and because of the discount she would have had some money left over afterwards. Granted, at the 'end' of the plan (when she passes or goes into care permanently) the lease would have ended and we would have 'only' inherited 50% of the property value, but I guess her having some money to enjoy now while shes around to enjoy it kind of offsets the negative.
In the end Mum decided not to move at all, but we definitely would have considered using home wise if we had done.
For what its worth, in my experience it definitely isn't a scam, isn't equity release, but as with all big purchases should be considered carefully on its merits so that you know its the right thing for you to personally do; worth giving them a call in my opinion.