Smart Mortgages
Smart Mortgages is a Dublin-based mortgage brokerage, regulated by the Central Bank of Ireland, serving Irish consumers seeking first-time buyer, refinance, investment, and self-employed mortgage products through a hybrid online and in-person advisory model with commission-based revenue.
- Company typePrivate
- Founded2018
- HeadquartersShankill, Ireland
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Smart Mortgages does
Smart Mortgages, trading as Shankill Financial Services Ltd, is a Dublin-based mortgage brokerage firm founded in 2017-2018 and regulated by the Central Bank of Ireland. The company operates as an intermediary between Irish consumers and multiple mortgage lenders, providing brokerage services for first-time buyers, homeowners refinancing or moving, property investors, self-employed applicants, and single buyers. The firm's core technology consists of a CreditLogic-powered secure online portal for document upload and application tracking, supplemented by a suite of interactive mortgage calculators (repayment, rate change, extra payments) and educational resources.
The business model is commission-based: Smart Mortgages receives referral commissions from Irish mortgage lenders upon successful completion of applications, supplemented by a €100 administration fee per mortgage processed. The firm employs fewer than 10 people, including two co-directors (James Maguire and Wayne Sheridan) who are fully Qualified Financial Advisers with prior senior experience at major Irish financial institutions. Go-to-market combines direct-to-consumer digital channels (website, calculators, blog, social media) with inside sales (phone/email advisory) and in-person consultations at the Shankill, Co. Dublin office.
Beyond core mortgage brokerage, Smart Mortgages offers adjacent financial services including life insurance, home insurance, and pension planning, positioning the firm as a holistic financial advisory practice for Irish consumers. The firm has invested in content marketing (26+ blog articles) and maintains an active presence across Instagram, Facebook, LinkedIn, and Twitter. In 2019, the company was shortlisted for Mortgage Broker of the Year at the LPI Awards. The firm has not raised external venture capital or private equity funding and operates as a founder-managed, independently owned private limited company.
Smart Mortgages firmographics
Firmographics- Name
- Smart Mortgages
- Legal name
- Shankill Financial Services Ltd
- Website
- https://smartmortgages.ie
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Smart Mortgages is a Dublin-based mortgage brokerage, regulated by the Central Bank of Ireland, serving Irish consumers seeking first-time buyer, refinance, investment, and self-employed mortgage products through a hybrid online and in-person advisory model with commission-based revenue.
- Ownership category
- akta.pro rank
Smart Mortgages 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
- Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)
Keywords
Where Smart Mortgages is headquartered
LocationHeadquarters
- HQ city
- Shankill
- HQ country
- Ireland
- HQ region
- Europe
Offices1 record
Markets served
Smart Mortgages business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Commission from Lenders: As a mortgage broker, Smart Mortgages is paid commission by lenders when clients successfully complete mortgage applications. This means clients receive impartial advice and access to multiple providers at no extra cost.
- Administration Fee: A small administration fee of €100 is charged to process mortgage applications, covering the cost of the IT platform used for switching applications between banks online.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard mortgage application processing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Smart Mortgages product offering
Product offeringCore offering
Smart Mortgages is an Irish mortgage brokerage that helps consumers find, apply for, and switch mortgages across multiple lenders. The firm handles the entire application process, from affordability assessment and lender selection to document submission, on behalf of first-time buyers, movers/refinancers, self-employed applicants, and property investors, supplemented by complementary life, home, and pension advisory services.
Product overview
Smart Mortgages is a Dublin-based mortgage broker offering a comprehensive suite of mortgage and financial services. The core offering centers on mortgage brokerage for first-time buyers, movers/refinancers, and property investors, supplemented by an online application portal for document submission. Additional services include life insurance, home insurance, and pension planning, with a range of self-service calculators and educational resources. The company operates under Shankill Financial Services and is regulated by the Central Bank of Ireland.
Differentiator
Problem solved
Functional benefit
Products and services
- First Time Buyer Mortgage Services Mortgage brokerage service for individuals purchasing their first home in Ireland, including guidance on Help to Buy and First Home Scheme eligibility, deposit requirements, and lender selection.
- Moving House / Re-Finance Services Mortgage brokerage for existing Irish homeowners looking to move to a new property or refinance their current mortgage.
- Investment Property Mortgages Mortgage brokerage service for individuals purchasing property for investment purposes, including buy-to-let arrangements and pension-funded investments.
- Mortgage Switching Services Service to help Irish homeowners switch their mortgage to a better rate, including review of current mortgage, lender comparison, and paperwork handling with providers. The switching process typically takes about six weeks.
- Self-Employed Mortgage Services Specialized mortgage brokerage guidance for self-employed individuals navigating complex documentation requirements, including certified accounts, tax returns, and tax clearance certificates.
- Green Mortgages Brokerage of eco-friendly home loans offering preferential interest rates (typically 0.2% to 0.3% lower) for properties with high energy efficiency ratings (BER B3 or better).
- Single Buyer Mortgage Services Mortgage brokerage service tailored for single person buyers, including guidance on borrowing capacity on a single income and available government schemes.
- Life Insurance Products Advisory service for life insurance products including term life insurance, whole-of-life insurance, mortgage protection insurance, serious illness cover, income protection, and joint life insurance.
- Home Insurance Services Buildings and contents insurance advisory service, including recommendations for coverage against fire, flooding, theft, and other risks for Irish homeowners.
- Pension Planning Services Retirement planning advisory service covering AVCs (Additional Voluntary Contributions), pension calculators, and guidance on the Irish pension system (State Pension, Occupational Pensions, Private Pensions/PRSA).
Quantifiable outcome
- Potential interest rate reduction of up to 1% through mortgage switching
- +2 more outcomes
Companies that use Smart Mortgages
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles5 records
Smart Mortgages technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Smart Mortgages partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Ireland's Leading Mortgage ProviderscoreSmart Mortgages works with multiple banks and financial institutions across Ireland as a mortgage broker. They assess a number of lenders in the market to provide clients with a broad choice of mortgage products and rates. While specific lender names are not explicitly listed on their website, they indicate relationships with 'Ireland's leading mortgage providers'.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Smart Mortgages competitors and assessment
Company assessmentEmerging players
- Revolut: Global fintech expanding into mortgages, wealth, and protection products in European markets including Ireland. Comparable as an emerging digital-first player whose mortgage and protection ambitions could overlap with Smart Mortgages' advisory and self-service proposition.
Others
Broad incumbents
- Bank of Ireland: One of Ireland's largest retail banks offering mortgages, protection, and pensions. Comparable as a broad incumbent financial services provider whose direct channels overlap with Smart Mortgages' intermediary model.
- Aviva Ireland: Irish life and pensions provider offering protection and investment products. Comparable in adjacent life cover, mortgage protection, and pension services that complement mortgage brokerage.
- AIB (Allied Irish Banks): Major Irish retail bank providing mortgages, insurance, and wealth products. Comparable broad incumbent whose direct-to-consumer mortgage and protection offerings compete for the same Irish customers.
- Permanent TSB (PTSB): One of Ireland's main retail banks and a major mortgage provider; former employer of several Smart Mortgages team members. Comparable as a broad incumbent lender whose direct mortgage channel competes with the broker intermediation model.
- Irish Life: Large Irish life insurance, pension, and investment provider; part of the broader Irish financial services landscape. Comparable in the protection and pensions cross-sell categories that sit adjacent to Smart Mortgages' core mortgage offering.
Direct peers
- Bonkers.ie: Irish mortgage and financial services comparison platform that connects consumers with mortgage providers and brokers. Directly comparable as a multi-lender mortgage intermediary operating in the same Irish retail mortgage market with a digital-first funnel.
- Brokers Ireland: Representative body and network for Irish mortgage and insurance brokers, also operating a public-facing consumer broker directory. Comparable as a competing distribution channel for Irish mortgage brokerage services.
- Doddl.ie: Irish mortgage broker and switching service that matches customers with lenders and handles the application process end-to-end. Closely comparable business model: commission-based broker focused on switching and first-time buyers in Ireland.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Smart Mortgages social profiles
Digital presenceSmart Mortgages compliance and trust
Trust signalCompliance1 record
Smart Mortgages financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smart Mortgages leadership team
Management profileNumber of profiles
Profiles6 records
Smart Mortgages funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smart Mortgages 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 Smart Mortgages
What does Smart Mortgages do?
Smart Mortgages is an Irish mortgage brokerage that helps consumers find, apply for, and switch mortgages across multiple lenders. The firm handles the entire application process, from affordability assessment and lender selection to document submission, on behalf of first-time buyers, movers/refinancers, self-employed applicants, and property investors, supplemented by complementary life, home, and pension advisory services.
Is Smart Mortgages a public or private company?
Smart Mortgages is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Smart Mortgages founded?
Smart Mortgages was founded in 2018. It employs 1 to 10 people.
Where is Smart Mortgages based?
Smart Mortgages is headquartered in Shankill, Ireland, in the Europe region.
How does Smart Mortgages make money?
Two revenue lines are on record. Commission from Lenders are the primary driver. The others are administration Fee.
Who are Smart Mortgages's main competitors?
Revolut is listed as an emerging player. Zurich Life Assurance plc is listed as an others. Broad incumbents are Bank of Ireland, Aviva Ireland, AIB (Allied Irish Banks), Permanent TSB (PTSB) and Irish Life. Direct peers are Bonkers.ie, Brokers Ireland and Doddl.ie.
Does Smart Mortgages have an API?
No public API is recorded for Smart Mortgages.
What industry is Smart Mortgages in?
Smart Mortgages's product category is Mortgage Brokerage. Its primary akta.pro industry code is FSAEAEAA, Residential Mortgage Brokerage (Purchase & Refinance), with a secondary code of FSALABAJ, Mortgage Comparison, Marketplace & Rate-Shopping Platforms. Its NAICS code is 522310 and its SIC code is 6163.