White Rose Finance Group

What White Rose Finance Group does

White Rose Finance Group Limited is a UK-licensed credit broker (not a lender), founded in 2004 and headquartered in Garforth, Leeds (relocated from Selby in July 2025), operating under FCA firm reference number 630772. The firm serves both individual consumers (regulated mortgages, remortgaging, protection) and UK SMEs/mid-market clients (commercial mortgages, property development funding, bridging, asset finance, invoice finance, business loans), arranging facility sizes ranging from £5k to £25.7m+ against a whole-of-market lender panel spanning high-street banks, challenger banks, specialist lenders, P2P funders, merchant banks and private funding lines. Revenue is generated from lender commissions (fixed fee, fixed rate or percentage of amount borrowed, fully disclosed to clients) and client fees applied only on successful conclusion of a transaction — for example, a 1% (£15,000) broker fee on a £1.5m CBILS development loan.

The company's operating model combines a direct brokerage service (phone, email, online enquiry and face-to-face at the Leeds office) with a scaled distribution layer via the Brokerplan Appointed Representative (AR) Network, in which experienced commercial brokers operate under WRFG's FCA principal authorisation using the firm's proprietary 'Lender Hub' for real-time lender matching, HubSpot CRM for pipeline management, and the LIBF-accredited Brokerplan Academy for CPD training. This principal/AR architecture allows WRFG to extend lender-panel access, compliance infrastructure and brand reach to a growing network of partner brokers without employing them directly, while monetising every transaction they write. The firm has accumulated four consecutive years of NACFB Commercial Broker Awards shortlistings (2022–2025), Redwood Bank's 2024 'Most Complex Deal' recognition, NACFB Assured Member Status (Sept 2025), LIBF accreditation for its training programme, and SAF approval for motor finance advice.

Management is led by Founder & Executive Chairman Geoff Wilson and Managing Director John Kent (joined 2014), supported by a senior team drawn from Lloyds, KPMG, Coutts, Santander, HSBC, NatWest, Bibby Leasing and Lombard. The company is privately held (Companies House 05425872) with no disclosed parent, external shareholders or institutional investment, and derives all capital from retained earnings. Key data gaps include: no disclosed revenue or profitability figures, no cap-table detail, and no quantified AR network headcount or per-broker productivity metrics.

Name

White Rose Finance Group

Legal name

White Rose Finance Group Limited

Website

https://whiterosefinance.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

White Rose Finance Group is a UK FCA-authorised credit broker (founded 2004, Leeds-based) arranging commercial mortgages, property development, bridging, asset, invoice and regulated mortgage finance for SMEs and individuals, scaling distribution through its Brokerplan Appointed Representative network.

Ownership category

akta.pro rank

Headquarters

HQ city

Selby

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Lender Commissions: Primary revenue stream derived from commissions paid by lending organisations. Commission models vary by lender and include fixed fee, fixed rate of commission, and percentage of the amount borrowed. All commissions are fully disclosed to clients in the summary report and Funding Services Agreement (FSA).
2. Client Fees on Successful Conclusion: Secondary revenue stream from fees charged to clients for arranging, packaging and managing finance applications through to successful completion. Fees are only applied on successful conclusion of the transaction (formal offer of funding from a recommended lender). Example: a £1.5m CBILS development loan carried a broker fee of 1% (£15,000) added to the loan.
3. Brokerplan AR Network Services: Recurring service relationship with Appointed Representatives who write commercial and regulated deals through the WRFG lender panel, with the team earning commissions on those transactions. The AR model allows WRFG to scale distribution without recruiting its own brokers directly.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

White Rose Finance Group is a UK-based FCA-authorised credit broker (not a lender) arranging commercial mortgages, property development finance, bridging, buy-to-let, asset finance, business loans, invoice finance, and regulated residential mortgages for businesses and individuals. It also operates the Brokerplan Network, an Appointed Representative model that provides FCA principal authorisation, lender panel access, and the LIBF-accredited Brokerplan Academy training programme to commercial finance brokers.

Differentiator

Problem solved

Functional benefit

Brands

• Brokerplan: The commercial finance broker network (Appointed Representative network) launched under White Rose Finance Group in 2014, providing FCA principal authorisation, lender panel access, training and support to network partners.
• Brokerplan Academy

Products and services

• Commercial Mortgages

Quantifiable outcome

• £25.7m loan facility arranged for central London PBSA scheme (244-bed, 24-storey)
• +4 more outcomes

Named customers7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Seven partnerships are on record, tiered flagship, core and minor.

• National Association of Commercial Finance Brokers (NACFB)flagshipStrategic or Co-development Partner · 15 September 2025White Rose Finance is an NACFB Assured Member (achieved September 2025) following the NACFB Assurance Consultation, attesting to the firm's robustness of processes, business integrity and regulatory adherence. WRFG has been shortlisted / highly commended at the NACFB Commercial Broker Awards across multiple years (2022, 2023, 2024, 2025) and MD John Kent has authored content for the NACFB's Commercial Broker magazine. NACFB logo featured on the WRFG website footer.
• Financial Intermediary & Broker Association (FIBA)coreStrategic or Co-development PartnerFIBA member (logo on WRFG website footer) and co-author partner: FIBA, ASTL and WRFG MD John Kent (with LIBF) jointly developed a commercial property finance education programme framework launched October 2022. FIBA also referenced as a partner in shaping industry education.
• London Institute of Banking & Finance (LIBF)flagshipStrategic or Co-development PartnerLIBF-accredited education partnership: Brokerplan Academy training programme holds LIBF accreditation, and Andrew Boycott passed LIBF's Certified Practitioner in Specialist Property Finance (CPSP) qualification in June 2025. Jointly co-authored the FIBA/ASTL industry education programme framework in 2022.
• Association of Short Term Lenders (ASTL)coreStrategic or Co-development PartnerCo-author with FIBA and LIBF on the commercial property finance education programme framework (July 2022). The programme covers specialist property finance, business regulations, lending structures, risk/regulation, bridging, development, commercial, BTL mortgages and practical application.
• Specialist Automotive Finance (SAF)minorOthersSAF Approved certification (March 2023): Relationship Managers Sam Peel and Phil Coates passed the SAF Expert test, certifying White Rose Finance to provide vehicle finance advice under SAF standards of professionalism and competence.
• Selby Golf ClubminorGTM or Marketing PartnerVenue partner for WRFG's annual Charity Am-Am Golf Tournament (held since at least 2022), with proceeds going to charities such as Save the Children, Parkinsons Disease Selby Support Group, and Dementia Forward.
• YorkMix RadiominorGTM or Marketing PartnerPR and sponsorship partner: WRFG sponsored the 'Outstanding Bravery' award at the YorkMix Radio Hero Awards 2023, and MD John Kent was interviewed on YorkMix Radio about the Selby Beer Festival sponsorship.

Scale indicators1 record

Recent moves7 records

Expansion highlights5 records

Direct peers

• PMG (Professional Mortgage Group): UK intermediary network offering commercial and specialist finance products through appointed representatives, with comparable AR network economics and lender panel access.
• Crystal Specialist Finance: UK specialist finance distributor providing commercial mortgages, bridging, development finance and asset finance to brokers via an FCA principal/AR network — closely overlaps WRFG's Brokerplan proposition.
• Connect for Intermediaries: Large UK intermediary network providing mortgage, protection and commercial finance products through ARs under Connect's FCA principal authorisation — competes head-to-head with Brokerplan for both ARs and lenders.
• Brightstar Financial: One of the UK's largest specialist finance distributors, offering commercial mortgages, bridging, development finance and asset finance via an Appointed Representative network — directly comparable to WRFG's Brokerplan model and product set.
• Sirius Property Finance: UK specialist finance broker focused on bridging, development and commercial mortgages — comparable customer base and product mix to WRFG's property finance arm.
• AToM Capital: Specialist finance distributor working with brokers on commercial mortgages, bridging and development finance — overlaps with WRFG's specialist property finance focus.
• 3T Group: UK commercial finance broker network operating an FCA principal/AR model covering commercial mortgages, bridging and development funding — directly comparable distribution model to Brokerplan.

Others

• United Trust Bank: Specialist UK challenger bank providing development, bridging and commercial mortgage products — a documented WRFG lender partner (e.g., the £1.5m CBILS case) and indicative of the lender panel ecosystem WRFG competes against for direct broker relationships.
• NACFB: National Association of Commercial Finance Brokers — the UK trade body in which WRFG holds Assured Member status and competes for annual Broker Network of the Year recognition.

Regional players

• Foundation Property Finance: Specialist UK bridging and development finance lender/broker; relevant as a counterpart in property development and bridging deals that WRFG places.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/WRFinance

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 White Rose Finance Group