What Dashly does

Dashly is a UK mortgage technology company that operates an "always-on" mortgage monitoring platform. Its core product, the 24/7 Mortgage Monitor, continuously evaluates each user's existing mortgage against the full UK product universe (10,000+ products) using open banking data, real-time property valuation algorithms, and a proprietary engine that weighs 100+ customer-specific factors (LTV band, outstanding balance, age, employment, credit score, local area developments). When switching opportunities arise — including mid-fixed-term, net of early repayment charges — the platform alerts both the borrower and their mortgage adviser. The company serves three constituencies: UK homeowners (England, Scotland, Wales), mortgage advisers/brokers, and lenders, positioning itself explicitly as the "anti-comparison site" that empowers human advisers rather than disintermediating them.

The platform is cloud-native, built on Google Cloud Platform (EU-WEST-2), and uses machine learning, big data, and OCR-based document automation. It distributes primarily through a B2B2C model: advisers and broker networks offer Dashly's broker-branded monitoring to their clients as a retention and Consumer Duty compliance tool, with embedded/white-label integrations into broker CRM systems (finova) and processing platforms (One Mortgage System). A direct-to-consumer channel (free self-registration at my.dashly.com, supported by TV advertising, SEO, calculators, and a Chrome extension) runs alongside. Supporting modules include the Adviser Portal, Dashly for Lenders / Lending Labs (a direct customer-acquisition tool for lenders), a forthcoming mobile app, and the temporarily disabled Blink magnet gadget.

Revenue is generated through two streams: transaction-based commissions paid by lenders when a customer takes out a new deal discovered via the platform (the consumer service is free), and subscriptions paid by advisers/brokerages for platform access. Broker pricing is not publicly disclosed. The company is FCA-authorised (FRN 810720) as a mortgage intermediary, holds Cyber Essentials, GDPR registration, and B Corp certification (score 83.5). Founded by Ross Boyd (registered 2015; FCA sandbox cohort 2018–2019), Dashly was acquired in full by Mortgage Advice Bureau for £2.8 million in 2025 and now operates as a wholly-owned subsidiary.

Name

Dashly

Legal name

Dashly Ltd

Website

https://dashly.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Dashly is a UK FCA-regulated mortgage monitoring platform whose 24/7 engine continuously compares homeowners' mortgages against the whole market, alerting borrowers and their advisers to switching opportunities. It serves homeowners, brokers, and lenders via a B2B2C model.

Ownership category

akta.pro rank

Product category

Mortgage Monitoring Software

SIC

Loan Brokers (6163)

akta.pro primary industry

Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)

Keywords

• Mortgage monitoring platform
• Remortgage comparison service
• Mortgage broker software
• Open banking mortgage
• Mortgage switching technology

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Commission from Providers: Dashly is free for consumers to use. The company receives a fee and/or commission from third-party product or service providers (mortgage lenders) when customers take out new deals discovered through the platform. This is a transaction-based take rate model.
2. Broker/Partner Subscriptions: Mortgage advisers and brokerages pay to access Dashly's platform and monitoring services for their clients, enabling them to offer 24/7 monitoring as a retention and engagement tool.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Dashly operates a 24/7 cloud-based mortgage monitoring platform that compares each user's mortgage deal against 10,000+ products across the entire UK market daily, using open banking, big data and AI to evaluate 100+ personal factors and alert users (and their advisers) to switching opportunities. The platform is delivered free to consumers via a self-serve web portal and as a white-labelled retention and engagement tool to mortgage advisers, brokers and lender partners through integrations with broker CRMs.

Product overview

Dashly is a unified mortgage technology platform offering a suite of products centered on its always-on 24/7 Mortgage Monitor. The core platform provides two complementary services: Dashly Financial Comparison (a free mortgage market comparison tool) and Dashly Mortgage Advice/Brokerage (a regulated advisory service via partner advisers). Supporting the core platform are adviser-facing (Adviser Portal) and lender-facing (Dashly for Lenders / Lending Labs) modules, plus consumer-facing tools including financial calculators, a Chrome browser extension, a temporarily-disabled Blink gadget, and a forthcoming mobile app. The platform integrates with broker CRM systems (finova, One Mortgage System/OMS) to deliver its monitoring as white-labelled or embedded functionality within existing adviser workflows.

Differentiator

Problem solved

Functional benefit

Brands

• Dashly Blink: A product feature referenced on the homepage (temporarily turned off).
• Lending Labs
• 24/7 Mortgage Monitor

Products and services

• 24/7 Mortgage Monitor Dashly's flagship always-on mortgage monitoring service that tracks each user's mortgage against 10,000+ products across the entire UK mortgage market daily, alerting the user and their adviser to switching opportunities 24/7 using open banking, big data and AI.
• Dashly Financial Comparison Free online mortgage comparison service that ranks the full UK mortgage market by potential savings based on each user's profile data.
• Dashly Mortgage Advice / Brokerage Regulated mortgage advice and brokerage service delivered through Dashly's network of partner advisers, providing personalised recommendations and end-to-end support for mortgage applications.
• Dashly Adviser Portal Dedicated web portal for mortgage advisers and brokers to monitor client portfolios, receive switching opportunity alerts, send broker-branded client communications, and sync with their CRM via CSV import.
• Dashly for Lenders Platform component for UK mortgage lenders and banks to access Dashly's monitoring infrastructure, drive efficiency and engage with broker-partnered customers.
• Dashly Lending Labs Direct-to-consumer customer acquisition service for lenders, enabling them to acquire new borrowers without paying for media advertising by leveraging Dashly's monitoring infrastructure.

Quantifiable outcome

• £253 per month saved by switching from SVR (Jane case study)
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability6 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core, major, regional and minor.

• finovacoreTechnology or Integrationfinova, a broker CRM provider, incorporated Dashly's mortgage market monitoring service into its broker CRM platform, enabling finova's broker customers to access always-on mortgage monitoring for their clients.
• BenefexcoreGTM or Marketing PartnerBenefex, an employee experience provider, partnered with Dashly to offer mortgage advice and support as an employee benefit through employers. Dashly reaches consumers via workplace benefits channel.
• One Mortgage System (OMS)coreTechnology or IntegrationOMS, a seamless single-input enquiry to completion processing platform for advisers, announced a collaborative integration with Dashly to provide 24/7 mortgage monitoring to their adviser customers.
• The Money GroupmajorChannel Partner/ Reseller/ DistributorThe Money Group, which empowers advisers to set up and grow their own brands, partnered with Dashly to give advisers the platform for 24/7 mortgage monitoring, enhancing client retention and value.
• TED MortgagesregionalChannel Partner/ Reseller/ DistributorTED Mortgages is one of the latest regional firms to partner with Dashly to offer mortgage monitoring to their clients as part of their advisory services.
• LB Mortgage SolutionsregionalChannel Partner/ Reseller/ DistributorLB Mortgage Solutions partnered with Dashly to provide always-on mortgage monitoring to their adviser clients, improving retention and demonstrating ongoing value.
• Prudell LtdminorChannel Partner/ Reseller/ DistributorPrudell partnered with Dashly and Benefex to provide consumers with regular reassurance they're paying the right rate for their mortgage through the employee benefits channel.
• Mortgage Advice BureaumajorOthersMortgage Advice Bureau (MAB) acquired full ownership of Dashly for £2.8 million as part of their technology strategy. MAB is a UK mortgage network with 2,135 advisers generating £157,000 average revenue per adviser.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Habito: UK digital mortgage broker and switching platform offering online comparison and advice. Direct competitor to Dashly in the UK mortgage intermediary space, particularly after absorbing Trussle's switching service. Both target borrowers seeking better mortgage deals through digital channels.
• Better.co.uk: UK online mortgage broker providing whole-of-market comparison and broker-led advice. Competes with Dashly for the same digitally-engaged UK homeowner segment seeking monitored mortgage deals rather than transactional one-off comparisons.
• Mojo Mortgages: Online mortgage broker offering whole-of-market mortgage advice with a digital-first customer experience. Targets the same UK consumer and adviser segments as Dashly, with overlapping value proposition around switching and remortgaging.
• MortgageGym: UK mortgage technology platform providing broker-facing workflows and consumer-facing mortgage journeys. Closest peer to Dashly on the B2B technology side, given that both sell mortgage infrastructure to advisers and lenders rather than only to consumers.
• Trussle: UK mortgage switching platform (now part of Habito) historically built around automated monitoring and switching of UK mortgages. The closest historical functional peer to Dashly's 24/7 Mortgage Monitor before being absorbed by Habito.
• London & Country Mortgages: Largest independent UK mortgage broker offering fee-free whole-of-market advice. Comparable to Dashly's adviser-enabled service model and competes for the same remortgaging and product-switching flow that Dashly's monitoring engine surfaces.

Broad incumbents

• MoneySupermarket Group: UK price comparison platform operating MoneySupermarket across mortgages, insurance and financial products. Competes with Dashly in mortgage comparison as part of a much broader financial-services comparison portfolio rather than a specialist mortgage-monitoring focus.
• Compare the Market: UK price comparison website covering mortgages, insurance and utilities. Broad incumbent competing with Dashly on mortgage comparison and potentially entering ongoing monitoring features; not a mortgage specialist.

Emerging players

• ClearScore: UK consumer-finance marketplace combining free credit scores with personalised financial product offers. Adjacent competitor with overlapping consumer financial-data infrastructure that could expand into mortgage switching or monitoring.

Others

• Experian UK: UK credit bureau and data analytics provider. Powers credit data that underlies mortgage decisions and could partner with or compete against Dashly's data-driven monitoring service, given overlapping data assets on UK consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DashlyHQ
• Facebookfacebook.com/DashlyHQ
• LinkedInlinkedin.com/company/dashly

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors2 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 Dashly