The Fluent Money Group

What The Fluent Money Group does

The Fluent Money Group is a UK-based financial services broker founded in 2008 and headquartered at Horwich Business Park, Bolton, operating through three FCA-regulated entities: Fluent Money Ltd, Fluent Mortgages Horwich Ltd, and Fluent Bridging Ltd. The group intermediates between UK consumers and a lender panel spanning major high street banks (HSBC, Nationwide, NatWest, Santander, Barclays, TSB) and specialist lenders (LendInvest, Pepper Money, Octopus Money), distributing five core product lines: residential and buy-to-let mortgages, secured loans (£5,000–£2.5 million), equity release for borrowers aged 55+, short-term bridging finance, and protection/insurance. The company claims approximately one in three secured loans written in the UK are transacted through its platform.

The group's technology stack consists of a web-based broker platform with product-specific calculators (mortgage, affordability, bridging, equity release), a Mortgage Checker search tool with soft credit search, a Financial Risk Assessment tool, and the FluentView/MyFluent portals providing 24/7 real-time case tracking to intermediaries and customers respectively. Distribution combines direct-to-consumer digital channels with a channel partner model spanning price comparison aggregators (MoneySuperMarket, Go Compare, Compare the Market, Confused.com, NerdWallet, Times Online) and an intermediary referral programme (Fluent Partners) that pays commission on completed cases.

The revenue model is commission-based: Fluent Money earns transaction fees from lenders on completed cases, applies customer-facing mortgage advice fees of up to 1% of the amount borrowed (typical fee ~0.3% or approximately £995), and pays referral commissions to intermediary partners funded out of lender commission. Sourcing technology is provided by Mortgage Brain, credit reference infrastructure by Experian, and FCA authorisation is held under Firm Reference Number 654425, with Fluent Mortgages Horwich Ltd operating as an appointed representative of Mortgage Advice Bureau Limited. Headcount is stated at over 400 employees and the founders remain in senior executive roles.

Name

The Fluent Money Group

Legal name

Fluent Mortgages Horwich Ltd

Website

https://www.fluentmoney.co.uk/

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

251–500 employees

Short description

The Fluent Money Group is a UK financial broker connecting consumers with a panel of major and specialist lenders across five product lines: residential and buy-to-let mortgages, secured loans (second charge £5,000–£2.5 million), equity release for the 55+ segment, short-term bridging finance, and protection/insurance. The group operates FCA-regulated trading entities from its Bolton headquarters.

Ownership category

akta.pro rank

Headquarters

HQ city

Bolton

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Commission from Lenders: Fluent Money earns commission payments from lenders and brokers featured on the platform. Commission is typically a percentage of the amount borrowed, paid upon completion of a case.
2. Mortgage Advice Fees: Fees for mortgage advice, up to 1% of the amount borrowed, with a typical fee of 0.3% or approximately £995.
3. Referral Commissions from Intermediaries: Intermediaries and referral partners receive commission upon completion of referred cases, funded by Fluent Money from lender commissions.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

The Fluent Money Group is a UK financial broker that arranges mortgages, secured (second-charge) loans, equity release lifetime mortgages, short-term bridging finance and protection/insurance products on behalf of consumers, earning commission from a large panel of lenders. It also operates a digital platform with calculators, quote tools, the FluentView intermediary portal and a mobile app that enable real-time case tracking across the customer journey.

Product overview

Fluent Money Group is a UK financial broker operating multiple specialist brands (Fluent Money, Fluent Mortgages & Lifetime, Fluent Bridging, Fluent Protect) under one group. The core offering centers on mortgage brokering and secured lending services, supplemented by equity release, bridging finance, and insurance protection products. The company acts as an intermediary connecting consumers with lenders across five main product lines: Mortgages (residential, buy-to-let, first-time buyer), Secured Loans (second charge mortgages from £5,000 to £2.5 million), Equity Release (lifetime mortgages for 55+), Bridging Finance (short-term loans up to 24 months), and Protection/Insurance. The FluentView portal provides intermediaries with real-time case tracking capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• FluentView: Dedicated case tracking portal which allows intermediaries to monitor their clients' journey at any time.
• MyFluent
• Fluent Partners

Products and services

• Mortgages Mortgage brokering service arranging residential, remortgage, first-time buyer, self-employed, buy-to-let, shared ownership and second-home mortgages by accessing thousands of deals from multiple lenders on the Fluent Money panel.
• Secured Loans Second-charge mortgages secured against the customer's property, with borrowing from £5,000 to £2.5 million, used for debt consolidation, home improvements, large purchases and by borrowers with adverse credit.
• Equity Release Lifetime mortgages for UK homeowners aged 55+ allowing them to release tax-free cash from their property while retaining ownership, with plans featuring a no-negative-equity guarantee.
• Protection/Insurance Insurance brokering arranging life insurance, critical illness cover, income protection, family income benefit and home insurance products for UK consumers.
• Bridging Finance Short-term bridging loans for residential, commercial, regulated, second-charge, property development and re-bridging scenarios, typically on 12-24 month terms, used to fund property chain breaks, auction purchases, refurbishments and development exits.
• Fluent Partners (Intermediary Referral Programme) A dedicated referral programme for financial advisers, mortgage brokers and intermediary networks (including Mortgage Advice Bureau, HL Partnership, Quilter, SimplyBiz Group, Connect, Sense and Finova) to refer clients for the full Fluent product range and receive commission on completion.

Quantifiable outcome

• Approximately 1 in 3 secured loans in the UK are transacted through Fluent Money.
• +1 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered core and minor.

• MoneySuperMarketcoreChannel Partner/ Reseller/ DistributorMoneySuperMarket is a price comparison aggregator that drives customer referrals to Fluent Money.
• Go ComparecoreChannel Partner/ Reseller/ DistributorGo Compare is a price comparison aggregator partner driving referrals to Fluent Money.
• Compare the MarketcoreChannel Partner/ Reseller/ DistributorCompare the Market is a price comparison aggregator partner driving customer referrals.
• Confused.comcoreChannel Partner/ Reseller/ DistributorConfused.com is a price comparison aggregator partner for Fluent Money.
• NerdWalletcoreChannel Partner/ Reseller/ DistributorNerdWallet is a price comparison and financial guidance platform that partners with Fluent Money for customer referrals.
• Times OnlineminorChannel Partner/ Reseller/ DistributorTimes Online is a media partner driving referral traffic to Fluent Money.
• ExperiancoreTechnology or IntegrationExperian is a credit reference agency used by Fluent Money for credit checks during the application process.
• KoodoominorChannel Partner/ Reseller/ DistributorKoodoo is a mortgage intermediary platform partnered with Fluent Money.
• Mortgage Advice Bureau (MAB)coreStrategic or Co-development PartnerFluent Mortgages Horwich Ltd is an appointed representative of Mortgage Advice Bureau Limited and Mortgage Advice Bureau (Derby) Ltd, who are authorised and regulated by the FCA. MAB provides regulatory authorisation and oversight.
• ConnectminorChannel Partner/ Reseller/ DistributorConnect is an intermediary partner working with Fluent Money.
• HL PartnershipminorChannel Partner/ Reseller/ DistributorHL Partnership is a financial intermediary partner of Fluent Money.
• QuilterminorChannel Partner/ Reseller/ DistributorQuilter is a financial planning and wealth management firm that partners with Fluent Money for referral purposes.
• SenseminorChannel Partner/ Reseller/ DistributorSense is an intermediary partner working with Fluent Money.
• SimplyBiz GroupminorChannel Partner/ Reseller/ DistributorSimplyBiz Group is a financial intermediary network partnered with Fluent Money.
• Mortgage BraincoreTechnology or IntegrationMortgage Brain is a technology platform providing mortgage sourcing and processing tools used by Fluent Money.
• FinovaminorChannel Partner/ Reseller/ DistributorFinova is a financial intermediary partner of Fluent Money.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Others

• HSBC UK: High-street lender on Fluent Money's panel. Relevant as a counterparty/lender partner rather than direct competitor, but represents the type of direct-to-consumer lender whose own digital proposition could disintermediate brokers.

Direct peers

• Mortgage Advice Bureau (MAB): UK's largest mortgage broker network, with Fluent Mortgages Horwich Ltd operating as an appointed representative of MAB. Both firms distribute mortgage and protection products through intermediary networks in the UK.
• London & Country Mortgages (L&C): One of the UK's largest mortgage brokers, offering whole-of-market residential and buy-to-let mortgage advice. Directly comparable to Fluent Money's residential mortgage proposition and intermediary model.
• Habito: UK digital-first mortgage broker offering online mortgage advice and switching services. Comparable to Fluent Money's digital broker platform targeting UK consumers directly.
• Better.co.uk: Online UK mortgage broker offering whole-of-market residential and buy-to-let mortgages through a digital platform. Competes directly with Fluent Money's mortgage proposition.
• Mojo Mortgages: UK online mortgage broker providing residential mortgage searches and advice. Comparable in targeting digitally-engaged UK consumers seeking mortgage advice across multiple lenders.
• John Charcol: Specialist UK mortgage broker focused on complex cases, self-employed, and high-value borrowers. Comparable to Fluent Money's self-employed and complex-circumstance mortgage offerings.
• Just Mortgages (inc. Spicerhaart): UK mortgage broker network offering residential, buy-to-let and protection advice through self-employed advisers. Comparable intermediary-led mortgage distribution model.

Broad incumbents

• Openwork Partnership: Large UK financial advice network distributing mortgages, protection, and wealth products through a wide adviser base. Overlaps with Fluent Money's intermediary referral channel and protection offerings.
• PRIMIS Mortgage Network: UK mortgage and protection network supporting adviser firms. Comparable distribution infrastructure to Fluent Money's intermediary referral programme.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/FluentMoney
• YouTubeyoutube.com/channel/UCZdJBhH-8KjCorxeU2SnLTg
• Facebookfacebook.com/FluentMoneyGroup
• LinkedInlinkedin.com/company/fluentmoneyltd
• Instagraminstagram.com/fluentmoneyltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

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 The Fluent Money Group