Haysto
Haysto is a UK digital-first specialist mortgage broker that matches consumers with bad credit, self-employed, or complex financial situations to a dedicated team of four experts and 100+ lenders via an online platform and exclusive Experian partnership.
- Company typePrivate
- Founded2020
- HeadquartersNorwich, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Haysto does
Haysto Ltd is a UK digital-first specialist mortgage broker founded in 2020 and headquartered in Norwich, England. The company serves consumers who do not fit traditional mortgage lending criteria — particularly individuals with bad credit (CCJs, defaults, IVAs, bankruptcy), self-employed borrowers with non-standard income documentation, and customers in complex situations such as shared ownership, contractor work, or remortgaging with impaired histories. Haysto operates as an appointed representative of HL Partnership Limited for FCA regulatory purposes, and matches each customer with a dedicated team of four specialist Mortgage Experts who manage applications through Haysto's 24/7 digital customer portal.
Haysto's core technology stack consists of three layers: an online enquiry and matching process (a 60-second form that routes customers to specialist experts), a proprietary digital portal (dashboard.haysto.com) for real-time application tracking, and a suite of four interactive mortgage calculators covering standard, bad credit, self-employed, and remortgage scenarios. The platform accesses over 100 lenders, including specialist options only available via specialist brokers, and is integrated with Experian following an exclusive partnership announced in late 2024 that exposes Haysto to over 15 million UK consumers. A mainstream sister brand, Picnic Mortgages, was launched in 2025 to address standard mortgage scenarios outside the specialist niche.
Haysto generates revenue from two streams: (1) one-time customer advice fees ranging from £649 to £1,699 depending on case complexity, disclosed as publicly available pricing, and (2) lender commissions paid via HL Partnership's broker arrangement. The company is privately held by its two co-founders (Jonathan Moulton, CEO, and Paul Coss, Chief Customer Officer), with no disclosed institutional funding, and has scaled to 75+ team members. Distribution combines direct online acquisition, content and SEO marketing, paid social, earned media in major UK publications, and the Experian partnership channel.
Haysto firmographics
Firmographics- Name
- Haysto
- Legal name
- Haysto Ltd
- Website
- https://haysto.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Haysto is a UK digital-first specialist mortgage broker that matches consumers with bad credit, self-employed, or complex financial situations to a dedicated team of four experts and 100+ lenders via an online platform and exclusive Experian partnership.
- Ownership category
- akta.pro rank
Haysto industry classification
Industry- 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
- Credit Repair, Debt Relief & Bankruptcy Referrals (FSAEAMAH)
Keywords
Where Haysto is headquartered
LocationHeadquarters
- HQ city
- Norwich
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Haysto business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Mortgage Advice Fees: Haysto charges customers a one-time fee for mortgage advice services, ranging from £649 to £1699 depending on the complexity of the customer's situation. The fee is discussed and agreed upon at the earliest opportunity.
- Lender Commission: Haysto receives commission from mortgage lenders and insurance providers as part of their broker arrangement with HL Partnership Limited.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard mortgage advice fee based on complexity |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Haysto product offering
Product offeringCore offering
Haysto is a UK digital mortgage broker that arranges residential and remortgage products for individuals who are typically declined by mainstream lenders, including those with bad credit, self-employed borrowers, and people with complex financial situations. Each customer completes a 60-second online enquiry and is matched to a dedicated team of four specialist Mortgage Experts who manually source deals from a panel of 100+ lenders, including specialist brokers-only options, with full application progress tracked via a 24/7 digital customer portal.
Product overview
Haysto is a digital-first mortgage broker that combines interactive online tools with specialist human expertise to serve customers who do not fit traditional mortgage lending criteria. The core offering consists of four mortgage calculators (Mortgage Repayment, Bad Credit, Self-Employed, and Remortgage) accessible via the website, combined with a personalized expert matching service that pairs applicants with specialist Mortgage Experts and accesses over 100 lenders including specialist brokers-only options. Each customer receives a dedicated team of four experts who manage the application end-to-end, supported by a 24/7 customer portal. The company also operates a mainstream sister brand called Picnic Mortgages (launched 2025). Haysto's tagline 'Humans, no bots' emphasizes its human-led rather than fully automated approach.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 2,000+ Trustpilot reviews with 4.9 TrustScore
- +2 more outcomes
Companies that use Haysto
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Haysto technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Haysto partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship, core and minor.
- ExperianflagshipHaysto is Experian's exclusive mortgage partner, leveraging Experian's digital mortgage technology to enhance financial inclusion and serve over 15 million UK customers. The partnership enables Haysto to access Experian's credit data and technology infrastructure to find mortgage solutions for customers with complex financial situations including bad credit and self-employment.
- PicniccorePartnership between Experian, Haysto, and Picnic to leverage digital mortgage technology and enhance financial inclusion. Picnic appears to be a mainstream mortgage brand sharing the Haysto ecosystem, with Michael Whitehead involved in content strategy for Picnic Mortgages launched in 2025.
- HL Partnership LimitedcoreHaysto Ltd is an appointed representative of HL Partnership Limited, which is authorised and regulated by the Financial Conduct Authority. HL Partnership provides regulatory oversight, compliance support, and back-office brokerage infrastructure for Haysto's mortgage advice services.
- TrustpilotminorHaysto uses Trustpilot to display customer reviews across its website. Trustpilot widgets are integrated as third-party scripts. The platform is used as a social proof and marketing channel to build credibility and trust with prospective customers.
- CheckmyfileminorHaysto has affiliate partnerships with Checkmyfile for credit report services. Haysto recommends Checkmyfile to customers as a way to access detailed credit information from all three major credit reference agencies, earning affiliate commission on referrals.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Haysto competitors and assessment
Company assessmentDirect peers
- Habito: UK digital-first mortgage broker using technology and human advisers to distribute across multiple lenders. Directly competes with Haysto for UK online mortgage customers, including those with non-standard circumstances.
- Mojo Mortgages: UK digital mortgage broker with broker-panel access and a direct-to-consumer online funnel. Overlaps with Haysto on self-employed and bad-credit cases and competes on speed, technology and lender coverage.
- Tembo: UK specialist mortgage broker focused on helping first-time buyers, self-employed and other 'mortgage-missed' borrowers find lenders. Closely comparable niche to Haysto's specialist / complex-situation positioning.
- Trussle: Originally a UK digital mortgage broker focused on remortgages via lender panel access. Operates in the same online, multi-lender broker category as Haysto, with overlap on UK consumer distribution.
- John Charcol: Long-established UK specialist mortgage broker with depth in self-employed, complex-income and high-net-worth borrowers. Closely comparable specialism to Haysto's specialist / complex-situation customer segments.
Broad incumbents
- Mortgage Advice Bureau (MAB): One of the largest UK mortgage broker networks, listed on AIM with thousands of advisers. Operates broadly across mainstream and specialist lending and competes for the same pool of UK mortgage customers as Haysto.
- London & Country Mortgages (L&C): Large UK whole-of-market mortgage broker offering advice across mainstream and specialist lending. Comparable as a broad-panel mortgage broker serving UK consumers online and by phone.
- Just Mortgages: National UK mortgage broker network (part of Just Group) operating across mainstream and some specialist lending. Comparable channel model to Haysto on the appointed-representative / network structure under which Haysto already operates.
Emerging players
- MPowered Mortgages: UK mortgage broker / advisory firm targeting advisers and consumers with digital tools. Comparable as a newer, tech-enabled player in the same specialist UK mortgage advice category.
Others
- ClearScore: UK credit-scoring and personal finance platform. Comparable as an Experian-channel competitor/ecosystem neighbour that also serves UK consumers with credit-challenged profiles and could route mortgage demand either toward or away from specialists like Haysto.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Haysto social profiles
Digital presenceHaysto financial estimates
Financial estimateRevenue estimate
Valuation estimate
Haysto leadership team
Management profileNumber of profiles
Profiles5 records
Haysto funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Haysto M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Haysto
What does Haysto do?
Haysto is a UK digital mortgage broker that arranges residential and remortgage products for individuals who are typically declined by mainstream lenders, including those with bad credit, self-employed borrowers, and people with complex financial situations. Each customer completes a 60-second online enquiry and is matched to a dedicated team of four specialist Mortgage Experts who manually source deals from a panel of 100+ lenders, including specialist brokers-only options, with full application progress tracked via a 24/7 digital customer portal.
When was Haysto founded?
Haysto was founded in 2020. It employs 11 to 50 people.
Where is Haysto based?
Haysto is headquartered in Norwich, United Kingdom, in the Europe region.
How does Haysto make money?
Two revenue lines are on record. Mortgage Advice Fees are the primary driver. The others are lender Commission.
Who are Haysto's main competitors?
Direct peers on record are Habito, Mojo Mortgages, Tembo, Trussle and John Charcol. Broad incumbents are Mortgage Advice Bureau (MAB), London & Country Mortgages (L&C) and Just Mortgages. MPowered Mortgages is listed as an emerging player. ClearScore is listed as an others.
Does Haysto have an API?
No public API is recorded for Haysto.
What industry is Haysto in?
Haysto's product category is Mortgage Brokerage. Its primary akta.pro industry code is FSAEAEAA, Residential Mortgage Brokerage (Purchase & Refinance), with a secondary code of FSAEAMAH, Credit Repair, Debt Relief & Bankruptcy Referrals. Its NAICS code is 522310 and its SIC code is 6163.