London & Country

What London & Country does

London & Country Mortgages Ltd is the UK's largest independent fee-free mortgage broker, founded in 1987 and headquartered in Bath with a secondary office in Newcastle and a virtual office operation. The company advises UK consumers on residential, buy-to-let, remortgage, new-build, self-employed and company-director mortgages, and at the company level had facilitated over 1 million mortgage applications by September 2025. The firm also distributes protection products including term assurance, income protection and buyers' protection insurance, and offers conveyancing services to extend its role across the property transaction lifecycle.

Its core technology is a digital mortgage advisory platform comprising an online Mortgage Finder for eligibility and deal comparison, a suite of calculators (borrowing ability, monthly repayments, cost-of-doing-nothing versus Standard Variable Rate, loan-to-value, stamp duty), a customer portal for secure document upload and case manager messaging, and a Rate Check service that monitors for better deals through to completion. Distribution is hybrid: telephone-based advice is the primary channel, complemented by self-service digital tools and supported by SEO-driven content marketing, a newsletter, and partnerships such as MoneySavingExpert.

L&C's business model is commission-based. The firm charges customers no fees, instead receiving lender commission (approximately 1% of the typical loan amount as of June 2025) on completed mortgages placed with one of 59 lenders, plus insurer commission as a percentage of premium on protection products. Employees are paid basic salary plus performance bonus. In January 2018 Experian acquired a 25% minority stake to accelerate L&C's digital investment programme; the firm remains privately owned under CEO Chris Mills and operates under FCA authorisation (firm reference 143002) with FSCS cover and Certified B Corporation status.

Name

London & Country

Legal name

London & Country Mortgages Ltd

Website

https://landc.co.uk

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

501–1,000 employees

Short description

London & Country is the UK's largest independent fee-free mortgage broker, advising individual UK consumers on residential, buy-to-let, remortgage and specialist mortgages across 59 lenders and earning lender and insurer commission on completed cases.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage Services

NAICS

Mortgage and Nonmortgage Loan Brokers (522310), Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Loan Brokers (6163)

akta.pro primary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

akta.pro secondary industries

Commercial Mortgage Brokerage (FSAEAEAB), Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA), Commercial & Multifamily Mortgage Brokers (FSALABAB), Residential Investment Property Brokerage (SFR/Small Multifamily) (BPAJAAAE)

Keywords

• Mortgage brokerage
• Fee-free mortgages
• Residential mortgage advice
• Remortgage comparison
• Buy-to-let mortgages

Headquarters

HQ city

Bath

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Lender Commission: L&C receives a payment from the lender when the mortgage completes. This is the primary revenue stream and allows L&C to offer fee-free advice and service to customers. Commission is typically a percentage of the loan amount.
2. Insurance Commission: For term assurance and income protection insurance products, L&C receives commission from insurers which is a percentage of the annual premium. Employees receive basic salary plus bonus based on sales and quality targets.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

London & Country is the UK's largest independent fee-free mortgage broker, providing advice and arranging residential, buy-to-let, remortgage, and specialist mortgage products (fixed rate, tracker, self-employed, company director, new build, mortgage in principle) on behalf of consumers from a panel of 59 lenders. The brokerage handles the full application through completion process, complemented by protection products (term assurance, income protection, buyers' protection insurance) and a conveyancing service for property transactions. Customers are not charged a fee; the firm is compensated via lender commission on mortgage completion and insurer commission on protection products.

Product overview

London & Country operates as a fee-free mortgage brokerage offering a comprehensive range of mortgage products across the UK market. The core offering includes residential mortgages (fixed rate, tracker, and variable rate options) supplemented by specialist products for buy-to-let, self-employed borrowers, company directors, and new build properties. The company also provides remortgage products and mortgage in principle decisions. Beyond mortgages, L&C offers protection products including term assurance, income protection, and buyers' protection insurance through a limited number of insurers. The service model centers on personal mortgage adviser interactions supported by online tools including mortgage calculators (borrowing amount, loan-to-value, stamp duty), a Mortgage Minder for tracking remortgage opportunities, and a Rate Check service for ongoing rate monitoring. All mortgage and protection services are provided at no fee to customers, with L&C receiving commission from lenders and insurers.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Mortgages Fee-free mortgage brokerage service offering residential mortgage advice and arranging across fixed rate, tracker, and variable rate products from a panel of 59 UK lenders, with handling from application through completion.
• Buy to Let Mortgages Mortgage products for landlords purchasing residential property to rent out, covering both purchase and remortgage, arranged across the lender panel.
• Remortgage Products Switching products allowing existing residential and buy-to-let homeowners to move from their current lender to a new deal, often to avoid Standard Variable Rate costs.
• Mortgage in Principle A preliminary mortgage decision indicating how much a lender may be willing to lend based on initial affordability checks, helping buyers focus their property search.
• Fixed Rate Mortgages Mortgage products with interest rates fixed for a specified term (e.g., 2, 5, or 10 years), providing payment stability against rate fluctuations.
• Tracker Mortgages Variable rate mortgage products where interest rates track the Bank of England base rate plus a set lender margin.
• Self-Employed Mortgages Mortgage products tailored for self-employed individuals, freelancers, and contractors, considering business income (SA302, multiple years of accounts) over traditional PAYE employment criteria.
• Director Mortgages Specialist mortgage products for company directors that take business structure into account, considering salary, dividends, and retained profits for affordability assessments.
• New Build Mortgages Mortgage products specifically designed for newly constructed properties.
• Life Insurance Protection products including term assurance and income protection insurance offered through a range of insurers, with L&C receiving commission as a percentage of the annual premium.
• Buyers' Protection Insurance Insurance product offered through ARAG Allgemeine Versicherungs-AG Branch UK, providing legal protection during property transactions.
• Conveyancing Legal conveyancing services for property purchase and sale transactions, facilitated through the brokerage as part of its home-move proposition.

Quantifiable outcome

• Customers saved over £60 million in 2025 through fee avoidance and rate monitoring
• +2 more outcomes

Named customers5 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

Feature4 records

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Mortgage Advice Bureau: UK's largest publicly listed mortgage broker with a network of advisers arranging mortgages from across the lender market. Closely comparable business model to L&C - intermediary matching borrowers to lenders on a fee or commission basis - but charges customer fees in many cases rather than relying purely on lender commission.
• Habito: UK online mortgage broker and lender offering free mortgage advice via digital channels plus specialist products such as Habito One. Competes directly with L&C in the fee-free online advice segment and is the most prominent digital-native challenger to L&C's telephone-plus-digital hybrid model.
• John Charcol: Long-established London-based fee-charging mortgage broker specialising in complex cases, high-value lending and BTL. Comparable intermediary function and product breadth, including access to the whole-of-market lender panel, but differentiates via specialist advisory rather than L&C's mass-market fee-free positioning.
• First Mortgage Direct: UK online mortgage broker providing whole-of-market advice and arranging mortgages through a digital platform. Directly comparable business activity (mortgage intermediation), though smaller scale and primarily online-led rather than L&C's hybrid telephone-digital approach.
• Trussle: Online mortgage broker originally positioned as a robo-advisor for residential mortgages. Highly comparable digital intermediation activity to L&C's online Mortgage Finder, though Trussle was acquired by Habito and now operates within that group.
• Newbury Financial Services: UK whole-of-market mortgage broker offering mortgage and protection advice across residential, BTL and specialist segments. Directly comparable intermediary function with similar customer segments (first-time buyers, remortgagers, BTL landlords), although typically fee-charging rather than fee-free.

Broad incumbents

• MoneySupermarket: UK price-comparison platform that drives significant mortgage leads to brokers and lenders. An indirect competitor and channel partner to L&C: customers often begin their mortgage journey on MoneySupermarket before being referred to a broker like L&C.
• Skipton Building Society: One of the UK's largest building societies, offering direct mortgages plus a broker distribution channel. Competitive overlap with L&C in residential and BTL mortgage products, but Skipton operates as a principal lender rather than a pure intermediary.
• HSBC UK: Major UK retail bank offering direct mortgages and a digital application journey that competes with broker-led advice for straightforward lending cases. Overlapping mortgage product set, but HSBC operates as a balance-sheet lender on its own panels rather than a multi-lender intermediary.

Others

• Connells Group: UK estate agency and mortgage services group combining estate agency with in-house mortgage brokerage. Comparable mortgage intermediation activity within a wider property-services portfolio, making it a useful window into how broker economics perform when bundled with estate agency lead flow.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/London_Country
• Facebookfacebook.com/londonandcountry

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 London & Country