What Habito does

Habito is a UK-based digital mortgage brokerage founded in 2016 by Daniel Hegarty and headquartered in London. The company operates a digital-first platform that compares mortgage products from over 95 lenders, with the core advisory and application service provided free to consumers and monetized through lender commissions. The platform combines self-service online comparison and application tools with qualified human mortgage broker support, targeting UK consumers seeking residential mortgages, remortgages, and buy-to-let products across borrower profiles including first-time buyers, self-employed individuals, borrowers with credit challenges, and property investors. As of the data provided, Habito has accumulated over 10,600 customer reviews on Trustpilot with an Excellent rating and holds FCA authorization under reference number 714187.

The company runs a freemium revenue model: the core mortgage advisory service generates commission from lenders on completed placements, while Habito Plus—a paid end-to-end home-buying service starting from £2,000—bundles conveyancing, property surveys, and mortgage advice into a unified dashboard with a dedicated case manager. Supporting tools include a mortgage calculator, remortgage calculator, overpayment calculator, comparison tables, a no-credit-check Mortgage in Principle certificate, and an energy efficiency report tool. The technology stack relies on third-party providers for identity verification (Onfido), authentication (Auth0), payments (Stripe), customer messaging (Intercom), scheduling (Calendly), and bot management (Cloudflare); no external API or SDK is published. In December 2025, Monzo announced its first-ever acquisition of Habito, which completed in May 2026, after which Habito operates as "Habito by Monzo" within the neobank's 15M+ customer base.

Name

Habito

Legal name

Habito Ltd.

Website

https://habito.com

Company type

Private

Founded year

2016

Operating status

Acquired

Headcount range

51–100 employees

Short description

UK digital mortgage brokerage operating as "Habito by Monzo" since May 2026, comparing residential, remortgage, and buy-to-let products from 95+ lenders via a free online platform and a paid end-to-end home-buying service.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Lender commission (mortgage brokerage): Habito's core mortgage advice and application service is free to customers, as Habito earns commission from lenders for placing mortgages.
2. Habito Plus (complete home-buying service): Fee-based service covering conveyancing, property survey, and ongoing support. Starts from £2,000, with initial fee of £999 and remainder paid at completion.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Habito is a UK digital mortgage brokerage that compares mortgages from 95+ lenders and helps customers apply online for free, with Habito earning commission from lenders. It also offers Habito Plus, a paid complete home-buying service that bundles conveyancing, property survey, and mortgage support, starting from £2,000.

Product overview

Habito is a digital mortgage broker offering a unified platform of mortgage advisory services. The core offering consists of free mortgage and remortgage advisory services comparing 95+ lenders, supplemented by Habito Plus (a paid complete home-buying service starting from £2,000 handling legal work and surveys), and protection services. Supporting tools include mortgage calculators, remortgage calculators, mortgage comparison tables, and Mortgage in Principle certificates. Habito was acquired by Monzo in 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Habito Mortgage Advisory Service

Quantifiable outcome

• Customers save £341/month on average when remortgaging with Habito
• +1 more outcomes

Segments5 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature2 records

Partnerships

One partnership is on record.

• MonzoflagshipStrategic or Co-development Partner · 16 December 2025Monzo, the UK neobank with 15M+ customers, announced its acquisition of Habito (its first-ever acquisition) in December 2025, with the deal expected to complete in spring 2026. Habito became 'Habito by Monzo' in May 2026. The acquisition aims to provide Monzo customers with end-to-end mortgage services integrated within the Monzo app.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Mojo Mortgages: UK digital mortgage broker offering whole-of-market comparison with a tech-led application flow and free advice funded by lender commission — directly competing with Habito on the same primary product and target customer.
• London & Country (L&C): Largest UK mortgage broker by volume, offering whole-of-market mortgage and remortgage advice with both online and adviser-supported journeys — directly comparable to Habito's core advisory proposition at larger scale.
• Trussle: UK digital-first mortgage broker (now part of RVU/Zoopla) targeting the same remortgage and purchase journey with a subscription-style data-led model — directly comparable to Habito's consumer-facing digital broker proposition.
• Better.com: US digital mortgage lender combining a streamlined online application with adviser support, using a product-led growth motion — the closest US analog to Habito's hybrid digital-plus-broker model.

Broad incumbents

• Rocket Mortgage: Largest US mortgage originator with a fully digital application and embedded advice — competes with Habito in digital-first home financing at massive scale, with broader product suite including refinance and home equity.
• LendingTree: US online lending marketplace that lets consumers compare multiple mortgage offers from a network of lenders — directly comparable to Habito's whole-of-market comparison proposition, though broader in product scope.
• Zillow Home Loans: Digital mortgage business operated alongside a leading real-estate search platform, offering a unified home search-to-financing experience — directly relevant to Habito Plus's end-to-end home-buying thesis.
• Quilter Mortgage Solutions: UK mortgage and protection network providing advisers with lender access and technology — comparable to Habito as a UK mortgage distribution platform, though B2B rather than direct-to-consumer.

Emerging players

• Atom Bank: UK app-based challenger bank with a digital mortgage product as a core offering — a UK comparable to Habito's banking-and-mortgage integration thesis, with overlap in target customer and product-led acquisition.
• Starling Bank: UK neobank with a primary current account proposition that could plausibly extend into mortgage distribution — relevant as a sibling UK neobank to Habito's new Monzo parent, with a comparable digital-first customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/habito
• YouTubeyoutube.com/@Habito
• Facebookfacebook.com/heyhabito
• LinkedInlinkedin.com/company/habito-
• Instagraminstagram.com/habitomortgages
• TikToktiktok.com/@habito

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds10 records

Investors13 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 Habito