What Online Mortgage Advisor does

Online Mortgage Advisor (OMA) is a UK FCA-authorised specialist mortgage brokerage operating as the trading brand of Find A Mortgage Online Ltd, headquartered in Derby, England. Founded in 2013 by Managing Director Pete Mugleston, the company serves UK-based consumers seeking mortgage advice across seven primary segments: first-time buyers, homeowners/remortgagers, buy-to-let investors, complex credit cases, self-employed applicants, expatriates, and commercial/specialist property buyers. The core product is an online enquiry-to-advisor matching service backed by a network of 250+ FCA-authorised, CeMAP-qualified advisors organised into specialist departments (Channel-Experts) by mortgage type, departing from the generalist broker model.

The platform is built around a web-based enquiry system that captures borrower circumstances and routes them to a category-specific advisor, supported by a free mortgage comparison tool covering 90+ UK lenders and a suite of educational calculators (overpayment, offset, shared ownership, difference, affordability, buy-to-let, commercial, equity release, stamp duty). Content marketing and SEO form the primary top-of-funnel acquisition mechanism, augmented by media partnerships (LOVEMoney, Mortgage Introducer) and organic social. The proprietary OMA Service Guarantee offers a £100 refund if a mortgage cannot be secured where others have failed, and a Refer a Friend scheme incentivises word-of-mouth growth.

OMA operates a commission-based revenue model, receiving referral/procuration fees from lenders and third-party partners when customers complete mortgages. The service is offered free to consumers at the point of use. The company is dually authorised: as an Appointed Representative of TMG Direct Limited (FCA FRN 786245) and separately under its own FCA authorisation (FRN 1011535), with ICO registration (ZA078235). The model is capital-light, with a small core in-house team supplemented by the larger advisor network, and is exclusively focused on the UK regulatory perimeter.

Name

Online Mortgage Advisor

Legal name

Find A Mortgage Online Ltd

Website

https://onlinemortgageadvisor.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Online Mortgage Advisor is a UK FCA-authorised specialist mortgage brokerage that matches consumers with 250+ CeMAP-qualified advisors organised by mortgage type, earning commission from 90+ lender partners across the UK.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage Services

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

akta.pro secondary industries

Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ), Consumer Direct / Online Mortgage Origination (FSALAAAB)

Keywords

• Mortgage brokerage services
• Specialist mortgage advice
• Remortgage advisory
• Buy-to-let lending
• First-time buyer mortgages

Headquarters

HQ city

Derby

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Commission from Lenders and Third-Party Partners: OMA receives commission or fees from third-party partner firms they introduce customers to. Commission varies depending on the lender, product, and permissible factors when providing advice directly. The nature of the commission model is confirmed with customers before they proceed with a mortgage.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Online Mortgage Advisor (trading as Find A Mortgage Online Ltd) is a UK FCA-authorised online mortgage brokerage that matches consumers with specialist, CeMAP-qualified advisors organised by mortgage type channels (first-time buyer, remortgage, buy-to-let, self-employed, bad credit, expat, commercial, etc.). The platform aggregates products from 90+ lenders via a comparison tool, supports customers throughout the mortgage journey, and is remunerated through commissions paid by lenders and partner firms when a mortgage completes.

Product overview

Online Mortgage Advisor is a specialist UK mortgage brokerage that operates as a matching platform connecting borrowers with appropriate mortgage advisors. The core product is the OMA Broker Matching Service, which uses a channel-expert model where advisors specialize in specific mortgage types (first-time buyer, remortgage, buy-to-let, bad credit, self-employed, etc.). The service includes a Mortgage Comparison Tool searching 90+ lenders, multiple mortgage calculators (affordability, repayment, overpayment, offset, shared ownership, and mortgage difference calculators), the OMA® Service Guarantee offering a £100 refund if they cannot secure approval where others fail, and a Refer a Friend loyalty program. All advisors are FCA-authorized and CeMAP-qualified, providing regulated mortgage advice across the UK market.

Differentiator

Problem solved

Functional benefit

Brands

• OMA Channel-Experts: The company's specialist advisor model where advisors focus on specific mortgage types and customer circumstances.

Products and services

• OMA Broker Matching Service A specialist mortgage brokerage service that matches UK consumers with FCA-authorised, CeMAP-qualified advisors organised by mortgage type channels. Customers complete an online enquiry form and are routed to a Channel-Expert specialising in their specific mortgage need, with guided support from enquiry through to completion.
• Mortgage Comparison Tool A free mortgage product comparison tool that searches products from more than 90 UK lenders and personalises results based on the user's eligibility criteria such as credit history and income/employment type.
• Mortgage Overpayment Calculator Standalone calculator that shows how lump sum or monthly overpayments could reduce mortgage interest and shorten the mortgage term, displaying the potential term reduction and interest savings.
• Mortgage Difference Calculator Standalone calculator that estimates how a borrower's monthly mortgage repayments would change under different interest rate scenarios, supporting remortgaging decisions by comparing current and new rates.
• Offset Mortgage Calculator Standalone calculator that demonstrates how savings offset against a mortgage balance could reduce interest payments and shorten the term, with side-by-side comparison of offset versus standard repayment scenarios.
• Shared Ownership Calculator Standalone calculator that estimates monthly costs (mortgage payment and rent) for Shared Ownership properties, factoring in property value, share percentage, interest rate, term length and deposit.
• Mortgage Affordability Calculator Standalone calculator that estimates how much a household could borrow based on income, applying typical UK lender salary multiples (e.g., 4x, 5x, 6x income).
• OMA Service Guarantee A formal service-level promise comprising three components — Approval Guarantee, Deal Beater Guarantee and Same-Day Guarantee — under which the company pays £100 if it cannot secure a mortgage for a customer where others could not.
• Refer a Friend Scheme Loyalty / referral programme in which existing customers receive £100 for each friend they refer who subsequently completes a mortgage via an OMA advisor, with the referred friend also receiving £100 on completion.

Quantifiable outcome

• Over 600,000 customers helped since 2013
• +1 more outcomes

Named customers3 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• 90+ UK LenderscoreOthersPartnership network of over 90 UK mortgage lenders accessible through OMA's comparison tool and advisor matching service. Includes major high street banks and specialist lenders.
• NatWestminorOthersFeatured lender partner with highlighted mortgage products including 3 Year Fixed option up to £260,000.
• HSBCminorOthersFeatured lender partner with highlighted mortgage products including 2 Year Fixed option up to £275,000.
• BarclaysminorOthersFeatured lender partner with highlighted mortgage products including options up to £230,000.
• LOVEMoneyminorGTM or Marketing PartnerPete Mugleston is the exclusive mortgage expert for LOVEMoney, providing mortgage content and expertise to the personal finance platform.
• Mortgage IntroducerminorGTM or Marketing PartnerPete Mugleston holds a regular column in Mortgage Introducer trade publication, providing expert mortgage industry commentary.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Emerging players

• Haysto: UK specialist mortgage broker focused on self-employed and complex-income borrowers. Comparable to OMA's specialist self-employed/adverse-credit channels and online enquiry-led funnel.

Direct peers

• Habito: UK FCA-authorised online mortgage broker offering direct-to-consumer mortgage advice and comparison across a broad lender panel. Most directly comparable to OMA in customer base, online funnels, and FCA broker regulation.
• London & Country Mortgages (L&C): One of the largest UK fee-free mortgage brokers, providing whole-of-market residential and buy-to-let advice. Comparable to OMA in intermediary model, lender panel breadth, and UK residential focus.
• Mortgage Advice Bureau: UK network of mortgage advisers covering residential, buy-to-let, and specialist lending. Comparable to OMA in intermediary/advisor-matching model and FCA-authorised distribution across the UK.
• Better.co.uk: UK online mortgage broker offering whole-of-market comparison and advice via phone and digital channels. Comparable to OMA in online matching, lender panel, and consumer-direct residential focus.
• Trussle: UK online mortgage broker and remortgage platform using digital tools to match borrowers with lenders. Comparable to OMA in online-led mortgage distribution and UK residential focus.
• John Charcol: Long-established UK mortgage broker focused on specialist and complex residential cases (self-employed, high-value, adverse credit). Comparable to OMA's specialist-channel model and advisor-led intermediation.
• SPF Private Clients: UK mortgage broker focused on high-net-worth, complex, and specialist residential and buy-to-let cases. Comparable to OMA's niche/advisor-matching approach and specialist lender panel.

Broad incumbents

• Nationwide Building Society: One of the UK's largest mortgage lenders with a broad residential and buy-to-let product range, including specialist desks. Comparable to OMA as a counterparty lender and benchmark for the specialist lender panels OMA distributes.

Others

• Rightmove: UK property portal driving the bulk of property-search intent online; not a broker, but a top-of-funnel acquisition channel and indirect comparator for OMA's content/SEO-led mortgage discovery journeys.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/oma_mortgages
• YouTubeyoutube.com/c/OnlinemortgageadvisorCoUk
• Facebookfacebook.com/OnlineMortgageAdvisor
• LinkedInlinkedin.com/company/online-mortgage-advisor
• Instagraminstagram.com/ona_mortgages

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Online Mortgage Advisor