Smartr365
Smartr365 is a UK B2B SaaS platform that unifies the mortgage broker workflow — from client fact-find and sourcing through lender submission and compliance — and is integrated with 65% of UK lenders. It serves UK mortgage brokers and intermediaries, from individual advisers to enterprise brokerages of 700+ advisors.
- Company typePrivate
- Founded2017
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Smartr365 does
Smartr365 is a UK-based B2B SaaS platform serving mortgage brokers and intermediaries, founded by Conor Murphy in 2017 and headquartered in Towcester, Northamptonshire. The platform unifies the end-to-end mortgage workflow — from client fact-find and sourcing through DIP/FMA submission, compliance, and post-completion retention — into a single system with twelve modular components including SmartrConnect (direct lender API integrations), Smartflow (workflow automation), Sourcing (product matching), Protection, Documents, and the MAIA AI assistant. Smartr365 is integrated with 65% of UK lenders (Halifax, Nationwide, NatWest, Barclays, TSB, Leeds Building Society, Accord, Darlington Building Society) and adjacent insurance providers (Uinsure, Paymentshield), and the company states it captures 25% of the UK mortgage intermediary market share.
The business model is subscription SaaS sold primarily on a quote-based, annual billing cadence to UK broker firms — ranging from individual advisers to enterprise brokerages of 700+ advisors — with distribution via direct sales, channel partnerships through mortgage networks and clubs (notably L&G Mortgage Club), and self-serve onboarding for smaller users. Revenue mechanics are not publicly disclosed. The company is backed by FTSE 100 investors Legal & General and Experian, has raised approximately £15.5M cumulatively across disclosed rounds (2017, 2018, 2022, and £5M in December 2024 led by Pembroke VCT), and operates with 51–100 employees under a full executive team including a recently appointed CRO (Jens Lauridsen, July 2025), CFO (Carel Stassen), and CPO (Damon Macklin). The company holds ISO 27001 and FSQS certifications, is GDPR compliant, and positions AI-driven workflow automation (via MAIA) as a core differentiator.
Smartr365 firmographics
Firmographics- Name
- Smartr365
- Legal name
- Smartr365 Limited
- Website
- https://smartr365.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Smartr365 is a UK B2B SaaS platform that unifies the mortgage broker workflow — from client fact-find and sourcing through lender submission and compliance — and is integrated with 65% of UK lenders. It serves UK mortgage brokers and intermediaries, from individual advisers to enterprise brokerages of 700+ advisors.
- Ownership category
- akta.pro rank
Smartr365 industry classification
Industry- Product category
- Mortgage Broker Software
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310), Real Estate Credit (522292), Activities Related to Credit Intermediation (5223)
- SIC
- Loan Brokers (6163), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Mortgage Point-of-Sale (POS) & Borrower Intake Portals (FSALALAD)
- akta.pro secondary industries
- Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ), Real Estate / Property-Backed Marketplace Lending (Non-mortgage) (FSAKAHAG), Loan Servicing Platforms (Billing, Statements, Customer Self-Service) (FSAGAHAH)
Keywords
Where Smartr365 is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Smartr365 business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription Platform: Smartr365 operates as a B2B SaaS platform providing mortgage brokers with subscription-based access to its end-to-end mortgage and protection platform. Pricing is likely per-seat or tiered based on broker/network size.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Pricing not publicly disclosed - quote-based for enterprise accounts |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Smartr365 product offering
Product offeringCore offering
Smartr365 sells a cloud-based B2B SaaS platform that helps UK mortgage brokers and intermediaries run the entire mortgage journey from client onboarding and digital fact finds through sourcing, direct lender submissions (DIPs/FMAs), compliance and post-completion retention. The platform includes an AI assistant (MAIA), direct integrations with 65% of UK lenders, Open Banking and IDV data capture, and a client-facing HomeBuyer app.
Product overview
Smartr365 is a UK mortgage broker platform built as a unified platform with integrated modules. The core Smartr365 Platform connects brokers, homebuyers, and lenders for the entire mortgage journey. MAIA provides AI-powered assistance. HomeBuyer enables client-facing fact finding. Sourcing handles intelligent product matching. Protection integrates cover comparison. SmartrRetain automates client retention. Documents manages secure file storage. Smartflow provides workflow automation. SmartrConnect enables direct lender submissions. Review, Search, Cases & Clients, Introducer Portal, and Admin modules support case management, compliance, and operations.
Differentiator
Problem solved
Functional benefit
Brands
- MAIA: AI-powered assistant for mortgage advisers that proactively helps manage cases, sends reminders, and automates routine tasks 24/7.
- HomeBuyer
- Documents
- SmartrConnect
- Smartflow
- SmartrRetain
- Protection
- Sourcing
Products and services
- Smartr365 Platform Cloud-based end-to-end mortgage broker SaaS platform that streamlines the full UK mortgage journey from client onboarding and digital fact finds through sourcing, lender submissions, compliance checks, and post-completion retention. It is sold on a subscription basis to UK mortgage brokers, networks, and clubs ranging from individual advisers to firms with 700+ advisors.
- MAIA (AI Assistant) AI-powered proactive mortgage case assistant for UK brokers that automates routine tasks, sends intelligent reminders and alerts, and provides 24/7 support that learns from individual broker workflow patterns. Marketed as a standalone AI capability within the Smartr365 platform, with reported customer outcomes including a 60% decrease in processing time.
Quantifiable outcome
- Average time saving of 3 hours per mortgage case
- +12 more outcomes
Companies that use Smartr365
Customer profileNamed customers10 records
Segments8 records
Ideal customer profiles3 records
Smartr365 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability7 records
Feature6 records
Smartr365 partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and secondary.
- HalifaxcoreDirect integration enabling brokers to process DIPs (Decision in Principle) and FMAs (Full Mortgage Applications) directly to Halifax through SmartrConnect. Captures FactFind data once and shares with lender, saving up to 20 minutes per application.
- Nationwide Building SocietycoreIntegration with Nationwide's systems for faster case processing and real-time updates on mortgage applications. Automated workflows reduce manual data entry and enhance efficiency.
- NatWestcoreFull automation for all NatWest mortgage submissions eliminating duplication, errors, and wasted time. Covers residential purchases, remortgages, capital and interest repayments for employed and self-employed clients.
- BarclayscorePre-population API link that reduces data re-keying by automatically pre-populating Barclays application system with details from fact find. Streamlines mortgage applications significantly.
- Legal & GeneralcoreL&G Mortgage Club strategic partnership providing integrated digital workflow for mortgage advisers. End-to-end digital mortgage solution with automated Fact Finds and sourcing through L&G Ignite.
- UinsuresecondaryIntegration providing home insurance quotes within Smartr365 platform. Automatically extracts client data to build relevant insurance policies, saving up to one hour per application.
- PaymentshieldsecondaryPartnership to seamlessly embed General Insurance into mortgage and protection journey. Refer & Protect service allows advisers to offer insurance without time commitment.
- HSBCsecondaryJoint event partnership highlighting transformative power of Open Banking in mortgage industry.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Smartr365 competitors and assessment
Company assessmentDirect peers
- Koodoo: UK mortgage sourcing and decisioning platform serving brokers and lenders with real-time product and criteria data. Comparable to Smartr365's Sourcing module and a partial overlap in lender integration strategy.
- Trigold (The Exchange): UK mortgage sourcing and broker technology provider, recently rebranded as The Exchange. Competes with Smartr365 in the UK broker sourcing and decisioning space.
- Iress: Global financial software provider with a UK mortgage and financial advice software suite (formerly Aderant/Mortgage Brain origins). Competes with Smartr365 in UK mortgage broker software, especially among enterprise brokerages and networks.
- Mortgage Trading: UK mortgage intermediary platform offering broker CRM, sourcing, and lender submission tools. Direct competitor to Smartr365 in the UK broker SaaS market with similar target customers.
- Twenty7tec: UK-based mortgage technology platform providing broker software, sourcing, and lender integrations. Twenty7tec is the closest direct competitor to Smartr365, competing for the same UK broker customer base with overlapping POS, sourcing, and compliance functionality.
- Mortgage Solutions (MSM Software): UK mortgage broker software provider offering CRM, sourcing, and compliance tools to intermediaries. Direct competitor to Smartr365 in the UK broker SaaS category.
- Mortgage Brain: Long-established UK mortgage technology provider offering sourcing, POS, and lender integration tools to brokers. Legacy incumbent competing directly with Smartr365 across UK broker workflows.
Others
- L&G Mortgage Club: UK mortgage network and club providing broker services including sourcing, compliance, and infrastructure. Both a strategic distribution partner for Smartr365 and an adjacent competitor operating a broker ecosystem with overlapping services.
- Uinsure: UK insurance technology provider integrated into Smartr365's Protection module. Functions as both a technology partner and an adjacent competitor in embedding protection products within the broker workflow.
Emerging players
- Knowledge Bank: UK lending criteria database and sourcing support tool for mortgage brokers. Overlaps with Smartr365's Sourcing module, particularly around lender criteria matching and product eligibility.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Smartr365 social profiles
Digital presenceSmartr365 compliance and trust
Trust signalCompliance1 record
Smartr365 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smartr365 leadership team
Management profileNumber of profiles
Profiles9 records
Smartr365 funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smartr365 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Smartr365
What does Smartr365 do?
Smartr365 sells a cloud-based B2B SaaS platform that helps UK mortgage brokers and intermediaries run the entire mortgage journey from client onboarding and digital fact finds through sourcing, direct lender submissions (DIPs/FMAs), compliance and post-completion retention. The platform includes an AI assistant (MAIA), direct integrations with 65% of UK lenders, Open Banking and IDV data capture, and a client-facing HomeBuyer app.
Is Smartr365 a public or private company?
Smartr365 is a private company. It is classified as venture growth investor backed and is currently operating.
When was Smartr365 founded?
Smartr365 was founded in 2017. It employs 51 to 100 people.
Where is Smartr365 based?
Smartr365 is headquartered in London, United Kingdom, in the Europe region.
How does Smartr365 make money?
One revenue line is on record: saaS Subscription Platform.
Who are Smartr365's main competitors?
Direct peers on record are Koodoo, Trigold (The Exchange), Iress, Mortgage Trading, Twenty7tec, Mortgage Solutions (MSM Software) and Mortgage Brain. Others are L&G Mortgage Club and Uinsure. Knowledge Bank is listed as an emerging player.
Does Smartr365 have an API?
Yes. Smartr365 offers a public API for developers. The API documentation is available at https://api.smartr365.com/. The API enables developers to build integrations and automate mortgage processes. Pre-population API with Barclays for intelligent data transfer that automatically pre-populates Barclays application system with details from fact finds, reducing data re-keying. Developer documentation is at api.smartr365.com.
What industry is Smartr365 in?
Smartr365's product category is Mortgage Broker Software. Its primary akta.pro industry code is FSALALAD, Mortgage Point-of-Sale (POS) & Borrower Intake Portals, with a secondary code of FSALABAJ, Mortgage Comparison, Marketplace & Rate-Shopping Platforms. Its NAICS code is 522310 and its SIC code is 6163.