Just Mortgages

What Just Mortgages does

Just Mortgages is a UK mortgage and protection brokerage operating as a trading name of Just Mortgages Direct Limited, an appointed representative of The Openwork Partnership (FCA-authorised) within the Spicerhaart Group (parent: Spicerhaart Group Services Limited). The company delivers advice and product placement through 600+ mortgage advisers distributed across a hybrid employed and self-employed model, with the self-employed division supporting approximately 500 brokers and a 30+ staff management layer. Distribution is anchored by co-location inside 200+ Spicerhaart estate agency branches (haart, Darlows, Haybrook, Felicity J Lord, Chewton Rose, Butters John Bee) that provide a captive, high-street referral channel across the UK, supplemented by a self-employed adviser network, online broker finder, and direct-to-consumer digital tools.

The product surface spans residential mortgages (first-time buyers, home movers, remortgages, 100% mortgages, later life lending), buy-to-let, adverse credit solutions, shared ownership, new build specialist advice, and protection products (life insurance, critical illness, income protection, business protection). The operational platform is built on Smartr365 (CRM and back-office, adopted 2023), Mortgage Brain Group for product sourcing, and Experian for credit data integration — together expected to save 60,000 hours annually. Supporting tools include the Adviser Academy, Just Learning CeMAP 1 training pipeline, and online mortgage and shared ownership affordability calculators. Revenue is commission-based, earned on placement fees across a panel of 45 lenders (including exclusive and semi-exclusive deals) plus protection product commissions; in 2023 the business wrote 30,000+ mortgage applications and £4 billion+ in gross mortgage lending while the wider UK market contracted 28%, and grew protection sales 3% against a market decline of 10%.

The business operates UK-only, is regulated via Openwork, and competes on the strength of its branch-embedded distribution, adviser scale, specialist vertical teams (New Build, Shared Ownership, Adverse Credit), and a self-replenishing adviser talent pipeline. There are no disclosed funding rounds, M&A activity, or financial statements; the company is a private subsidiary within Spicerhaart and does not appear to operate a public-facing API or proprietary AI/ML capability.

Name

Just Mortgages

Legal name

Just Mortgages Direct Limited

Website

https://justmortgages.co.uk

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

251–500 employees

Short description

Just Mortgages is a UK mortgage and protection brokerage with 600+ advisers across 200+ Spicerhaart branches. Operating as an appointed representative of The Openwork Partnership, it provides residential mortgages, buy-to-let, adverse credit, shared ownership, and protection products to UK consumers.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

akta.pro secondary industry

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

Keywords

• Mortgage brokerage
• Protection advice
• Mortgage intermediation
• Home buyer services
• Remortgage advice

Headquarters

HQ city

Colchester

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Commission: Commission earned from placing mortgages with lenders on their comprehensive panel. Advisers access exclusive and semi-exclusive mortgage deals to find suitable products for clients.
2. Protection Products: Commission from life insurance, critical illness cover, income protection, and accident protection products as part of comprehensive mortgage protection services.
3. Self-Employed Adviser Network: Self-employed advisers earn commission on mortgage and protection sales with highly competitive splits, uncapped earnings, and no hidden fees.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Just Mortgages provides mortgage and protection advice to UK consumers through a network of over 600 advisers based in Spicerhaart estate agency branches and via a self-employed adviser model. Advisers source mortgages from a panel of 45 lenders including exclusive and semi-exclusive deals, and arrange protection products such as life insurance, critical illness cover, income protection, and business protection.

Product overview

Just Mortgages is a UK mortgage brokerage operating as a single unified service rather than a platform-plus-modules architecture. The core offering is mortgage and protection advice delivered through over 600 advisers nationwide. The product portfolio includes mortgage advice services for First Time Buyers, Home Movers, Adverse Credit Solutions, Remortgaging, Buy to Let, Later Life Lending, 100% Mortgages, and Shared Ownership. Protection products include Life Insurance, Critical Illness Cover, Income Protection, and Business Protection. The company operates specialist divisions including New Build Mortgage Specialists and a Self-Employed Adviser Network. Supporting products include the Mortgage Calculator, Shared Ownership Affordability Calculator, Just Mortgages Adviser Academy (training programme), and Just Learning CeMAP 1 Course (qualification pathway). The company also offers a Refer a Friend Scheme as a customer acquisition tool. Services are provided through an appointed representative relationship with The Openwork Partnership.

Differentiator

Problem solved

Functional benefit

Brands

• Just Learning: CeMAP 1 training programme provider offering 8-week courses with guaranteed interview with Just Mortgages
• Just Mortgages Adviser Academy
• Just Wealth

Products and services

• Mortgage Advice Services Expert mortgage, protection and insurance advice provided through a network of over 600 advisers across the UK, accessing a comprehensive panel of lenders with exclusive and semi-exclusive deals.
• First Time Buyer Mortgage Specialised mortgage guidance for first-time buyers entering the property market for the first time.
• Home Mover Mortgage Mortgage advice and support for existing homeowners moving to a new property.
• Adverse Credit Solutions Specialist mortgage advice for customers with credit challenges including bad credit, CCJs, defaults, missed payments, IVAs, bankruptcy history, and low credit scores.
• Remortgaging Advice on switching mortgage deals, refinancing existing properties, and accessing equity.
• Buy to Let Mortgages Mortgage products and advice for investors purchasing property to rent out.
• Later Life Lending Mortgage solutions tailored for older borrowers, including retirement interest-only mortgages and equity release options.
• 100% Mortgages Mortgage products requiring no deposit, allowing borrowers to purchase property without savings for a down payment.
• Shared Ownership Mortgages Mortgage advice for properties purchased through shared ownership schemes where buyers acquire a partial share and pay rent on the remainder.
• Life Insurance for Mortgage Life insurance products to protect mortgage repayments and ensure dependants can remain in the property.
• Critical Illness Cover Insurance that pays a lump sum upon diagnosis of specified serious illnesses, helping protect mortgage payments.
• Income Protection
• Business Protection Insurance products to protect businesses from financial loss due to death, disability, or critical illness of owners or key employees.
• New Build Mortgage Specialist Service Specialist mortgage advisers with experience in the new homes mortgage market, understanding Help to Buy requirements and developer criteria. Available seven days a week.
• Just Mortgages Adviser Academy Three-week structured training programme for aspiring mortgage and protection advisers, providing practical hands-on training and a route into a trainee adviser role.
• Just Learning CeMAP 1 Course Eight-week CeMAP 1 training programme offered through sister company Just Learning, with a guaranteed interview with Just Mortgages after completion.
• Smartr365 CRM Platform Back-office and CRM system designed to streamline operations by digitising and automating key processes, improving the client journey and expected to save up to 60,000 hours annually.
• Self-Employed Mortgage Adviser Network Nationwide network of self-employed mortgage advisers offering infrastructure, marketing, lead generation tools, compliance support, and access to exclusive mortgage products.
• New Build Developer Services Dedicated new build mortgage services for property developers, including site presence, buyer qualification, and coordination with Help to Buy agencies.
• Refer a Friend Scheme Referral programme offering a £50 Amazon eGift card when a referred client instructs Just Mortgages to arrange a mortgage and/or protection policies.

Quantifiable outcome

• 30,000+ mortgage applications written in 2023 despite market being down 28%
• +3 more outcomes

Segments10 records

Ideal customer profiles12 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Smartr365 Finance LimitedcoreTechnology or IntegrationSmartr365 provides back-office and CRM systems for Just Mortgages. The platform digitises and automates key processes, improves client journey, and is expected to save up to 60,000 hours annually. Part of the Openwork Partnership's technology ecosystem.
• Mortgage Brain GroupcoreTechnology or IntegrationIntegrated into Smartr365, Mortgage Brain Group provides mortgage sourcing solutions to help advisers find suitable products from the lender panel.
• Experian LimitedcoreTechnology or IntegrationCredit information provider integrated into Smartr365 for credit assessment and affordability checks during mortgage applications.
• MetLife EuropeminorOthersFinancial services product and insurance product provider for protection quotations and product delivery.
• Paymentshield LimitedminorOthersFinancial services product and insurance product provider integrated for protection product options.
• Help to Buy AgenciescoreStrategic or Co-development PartnerPartnership with Help to Buy agents (North, Midlands/London, South) to support shared ownership applications. Advisers work with agencies to ensure requirements are met for Help to Buy purchases.
• Housing AssociationscoreChannel Partner/ Reseller/ DistributorPartnership with housing associations for shared ownership scheme customers. Advisers liaise with housing associations to ensure updates throughout the purchase process from reservation to moving day.
• 45 Lenders and ProviderscoreChannel Partner/ Reseller/ DistributorPartnership with 45 lenders and providers across mainstream and specialist lending, conveyancing and protection. Includes exclusive and semi-exclusive mortgage deals available through the comprehensive lender panel.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• London & Country Mortgages (L&C): One of the UK's largest independent mortgage brokers, offering advice across a comprehensive lender panel with both telephone and online channels; competes head-to-head with Just Mortgages for prime and specialist mortgage customers.
• Habito: Digital-first UK mortgage broker offering whole-of-market advice through an online platform; competes for the same mortgage customers as Just Mortgages, particularly first-time buyers and remortgagors.
• John Charcol: Long-established UK mortgage broker serving complex and prime borrowers, including self-employed, contractor, and high-net-worth segments that overlap with Just Mortgages' specialist divisions.
• Mojo Mortgages: Online UK mortgage broker with a panel of advisers and a tech-led customer journey; directly competes for remortgage and home-mover customers that Just Mortgages also targets.
• Mortgage Advice Bureau: UK-wide mortgage and protection broker network with a large self-employed adviser base operating through appointed representatives, directly comparable in business model and distribution approach to Just Mortgages.

Broad incumbents

• Connells Group: Large UK estate agency and property services group with an in-house mortgage advisory arm, providing captive branch-based mortgage distribution comparable to Just Mortgages' Spicerhaart relationship.
• LSL Property Services: UK estate agency and surveying group with mortgage advisory subsidiaries; competes with Just Mortgages for branch-based mortgage distribution and adviser recruitment in regional markets.
• Openwork Partnership: One of the UK's largest financial advice networks, of which Just Mortgages Direct Limited is an appointed representative; competes in the wider mortgage and protection advice market through other AR firms.
• PRIMIS Mortgage Network: UK mortgage and protection network supporting a large self-employed adviser base; comparable to Just Mortgages' self-employed division as a competing platform for adviser recruitment and lender panel access.

Emerging players

• Trussle: Digital UK mortgage broker focused on remortgaging with automated monitoring of better deals; overlaps with Just Mortgages' remortgage segment through a different (purely online) delivery model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/JustMortgagesUK/?locale=en_GB
• LinkedInlinkedin.com/company/just-mortgages-direct
• Instagraminstagram.com/justmortgages
• Xx.com/just_mortgages

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

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 Just Mortgages