What Generation Home does

Generation Home (trading as Gen H) is a UK residential mortgage lender authorised and regulated by the Financial Conduct Authority (Firm Reference Number 921355) and operating through its legal entity Imagine Mortgages Ltd. Founded in 2018 by Will Rice and Sophia Guy-White after they experienced firsthand the difficulties of obtaining a group mortgage as renters, the company is headquartered in London with a team of over 90 employees and serves borrowers in England, Scotland, and Wales.

Gen H's core proposition is a portfolio of innovative mortgage products designed to address UK housing affordability constraints for first-time buyers, home movers, and remortgagers. Flagship products include the Income Booster (allowing family or friends to be added to a mortgage without being on the property deeds, preserving first-time buyer stamp duty status), the New Build Boost (a 15% interest-free equity loan paired with an 80% mortgage and 5% deposit for new-build purchases, supported by house builder partners including Persimmon, Charles Church, and Lovell Homes), Interest-Only and Part-and-Part mortgages for affordability flexibility, and the Deposit Booster for family-funded deposits. Since April 2023, the company has also operated Gen H Legal, an in-house conveyancing subsidiary that creates a first-of-its-kind lender-conveyancer duo for end-to-end homebuying.

Gen H generates revenue primarily through net interest income on its residential mortgage book, funded by institutional debt facilities (cumulatively £1.9B+ raised from NatWest, Barclays/Waterfall, Legal & General, and Nottingham Building Society) alongside £45M of equity capital raised across seed, Series A (led by Mithril Capital), and Series B (led by Legal & General). Since December 2023 the company has operated an intermediary-only distribution model, originating all loans through approved mortgage brokers, with the customer experience delivered through a proprietary digital portal. The platform integrates Experian Boost for credit decisioning and LMS for conveyancing panel management, and the company has reached £1 billion in cumulative mortgage offers (September 2024) with reported customer NPS of 87.

Name

Generation Home

Legal name

Imagine Mortgages Ltd

Website

https://generationhome.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Generation Home (Gen H) is a UK FCA-authorised residential mortgage lender offering Income Booster, New Build Boost, and Interest-Only products to first-time buyers and home movers, distributed exclusively through mortgage brokers since December 2023 and funded by Legal & General and Nottingham Building Society.

Ownership category

akta.pro rank

Product category

Residential Mortgage Lending

akta.pro primary industry

Mortgage Lead Generation & Marketing Intermediaries (FSALABAI)

Keywords

• Residential mortgages
• First-time buyer loans
• Mortgage lending
• Homeowner deposits
• Mortgage broking

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Mortgage Lending Interest: Gen H generates revenue through residential mortgage lending, with customers paying monthly mortgage repayments comprising principal and interest over the loan term.
2. Debt Funding Model: Funded by established financial services companies including Nottingham Building Society and Legal & General rather than customer deposits. Mortgages are administered in-house.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Generation Home (Gen H) is a UK-authorised residential mortgage lender that provides innovative mortgage products targeting first-time buyers, home movers, and remortgagers. Its core offering combines a standard regulated mortgage with affordability-boosting features such as the Income Booster (allowing family/friends to be added to the mortgage) and the Deposit Booster / New Build Boost (interest-free equity loans). Since December 2023, the company operates as an intermediary-only lender, distributing exclusively via mortgage brokers in England, Scotland and Wales.

Product overview

Gen H is a mission-driven residential mortgage lender offering a unified mortgage platform with several interconnected products and services. The core offering is the Gen H Mortgage, distributed exclusively through mortgage brokers. Supporting products include the Income Booster (allowing family/friends to boost borrowing capacity), New Build Boost (a 15% interest-free equity loan for new build purchases), Interest-Only/Part and Part mortgages (for affordability flexibility), and Deposit Booster (family deposit contributions). In April 2023, Gen H expanded vertically by launching Gen H Legal, an in-house conveyancing service that creates a seamless end-to-end homebuying experience unique in the UK mortgage market. All products are FCA-regulated and funded through partnerships with Nottingham Building Society and Legal & General.

Differentiator

Problem solved

Functional benefit

Brands

• Gen H Legal: In-house conveyancing firm providing legal services for property transactions as part of a first-of-its-kind lender-conveyancer duo for a seamless end-to-end homebuying experience.
• New Build Boost
• Income Booster
• Deposit Booster

Products and services

• Gen H Mortgage

Quantifiable outcome

• Affordability boost of up to 15% with interest-only mortgages
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• The Openwork PartnershipcoreChannel Partner/ Reseller/ Distributor · 16 October 2023Gen H expanded their intermediary panel through a launch partnership with The Openwork Partnership, one of the UK's largest financial advice networks. This partnership broadened access to Gen H mortgages through The Openwork network of advisers.
• Gen H LegalcoreStrategic or Co-development Partner · 5 April 2023Gen H Legal is a conveyancing firm launched by Gen H in April 2023, creating a first-of-its-kind lender-conveyancer duo for seamless end-to-end homebuying service. This vertically integrates the conveyancing process within the Gen H ecosystem.
• Persimmon HomescoreStrategic or Co-development PartnerPersimmon Homes is a major UK house builder and New Build Boost partner. Their developments are eligible for Gen H's New Build Boost mortgage scheme, with builders supporting the 15% interest-free equity loan.
• Charles ChurchcoreStrategic or Co-development PartnerCharles Church is a brand under Persimmon Homes and New Build Boost partner. Their new build developments are eligible for Gen H's New Build Boost mortgage scheme with 15% equity loan support.
• Lovell HomescoreStrategic or Co-development PartnerLovell Homes is a house builder partner for New Build Boost. Their developments are included in the scheme alongside Persimmon and Charles Church, offering Gen H's 15% interest-free equity loan on eligible properties.
• Lester AldridgeminorImplementation/ SI/ Consulting PartnerLester Aldridge is a solicitor firm mentioned as providing Independent Legal Advice (ILA) for income and deposit boosters. While not a formal partnership, customers have provided positive feedback on their services for Gen H booster arrangements.
• LMS (Loan Market Systems)coreTechnology or IntegrationLMS serves as Gen H's panel manager for conveyancers. Conveyancers must apply through LMS to join Gen H's conveyancing panel, meeting criteria including minimum 100 purchase completions, £2M Professional Indemnity, SRA/CLC regulation, and CQS accreditation.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Better.com: US digital mortgage lender using proprietary technology for streamlined online origination. Comparable digital-first mortgage lender using proprietary tech and alternative underwriting to disrupt incumbent lenders, though operating in the US market.
• Lendable: UK consumer lending platform using data-driven underwriting for personal loans and mortgage-adjacent credit. Comparable UK fintech using alternative credit data to expand access to credit for underserved borrowers.
• Tandem Bank: UK digital challenger bank offering residential mortgages (via brokers), savings and green home loans. Comparable digital-first UK lender serving similar consumer segments through intermediary distribution.

Direct peers

• Zopa Bank: UK challenger bank offering personal loans, savings and residential mortgages through digital channels. Comparable as a UK fintech lender extending credit directly to consumers using alternative underwriting approaches.
• Habito: UK online mortgage broker and lender offering digital-first mortgage advice, applications and broker services. Direct overlap with Gen H's intermediary-led, digital-first model and first-time buyer focus.
• L&C (London & Country Mortgages): UK fee-free mortgage broker offering whole-of-market mortgage advice online and via advisers. Comparable intermediary-only mortgage distribution model targeting similar consumer segments.
• Trussle: UK online mortgage broker using digital tools to match customers with whole-of-market mortgage products. Comparable intermediary-led, online-first distribution serving similar first-time buyer and mover segments.
• Atom Bank: UK digital challenger bank offering residential mortgages through a mobile app and intermediary channel. Comparable as a digital-first, broker-distributed UK mortgage lender targeting underserved segments.

Broad incumbents

• Skipton Building Society: UK mutual building society offering a wide residential mortgage range, savings and protection products. Comparable as a UK retail mortgage lender with a strong first-time buyer proposition and intermediary distribution.
• Aldermore Bank: UK challenger bank offering residential and buy-to-let mortgages, savings and asset finance. Comparable as a non-deposit UK lender serving first-time buyers and self-employed borrowers via intermediaries.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Generation_Home

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Generation Home