Own New
Own New is a UK fintech marketplace that connects homebuilders, mortgage lenders, and FCA-registered brokers around builder-funded mortgage incentive schemes, including Rate Reducer, Flex, and Cashback variants, earning transaction fees from builders on completion.
- Company typePrivate
- Founded2018
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Own New does
Own New, legally Market Mortgage Ltd, is a UK fintech intermediary founded in 2018 by Eliot Darcy that operates a three-sided marketplace connecting homebuilders, mortgage lenders, and FCA-registered brokers around builder-funded mortgage incentive schemes. Its core product, Rate Reducer, lets participating builders fund a 5% interest rate reduction on the buyer's mortgage for a fixed period, with the builder paying Own New a transaction fee on completion. The company has extended this model into additional variants — Flex (3% incentive), Flex + Deposit Top Up, and Cashback — to address different affordability constraints. As of mid-2026, Own New reports a network of 3,000+ FCA-registered brokers, 160+ builders, 1,000+ developments, and 1,537 listed properties, with eight or more lending partners including Halifax, Virgin Money, Furness, Leek, Chorley, Darlington, Kensington, Gen H, and Perenna.
Operationally, Own New's go-to-market is exclusively through the broker channel, which it positions as a credentialed and trained distribution layer for its schemes rather than a direct-to-consumer product. The platform's value proposition for builders is a marketing and conversion tool — reducing effective mortgage costs improves buyer affordability and supports reservation-to-completion rates. For lenders, the schemes deliver pre-qualified, builder-introduced mortgage flows with structured incentive underwriting. For brokers, Own New provides access to a product set not available on standard lender panels.
The business model is transaction-based, with revenue generated primarily from builder fees at completion rather than broker subscriptions, lender fees, or consumer charges. Capital providers include the UK government's Future Fund, law firm Pinsent Masons LLP, and Capita PLC, and the company received the Moneyfacts Innovation in Personal Finance Award in 2023. Disclosed technology infrastructure is limited to web and CRM tooling (Zoho, Cloudflare Zaraz, Google Analytics); no AI, machine learning, or proprietary model capabilities are described in publicly available material.
Own New firmographics
Firmographics- Name
- Own New
- Legal name
- Market Mortgage Ltd
- Website
- https://ownnew.co.uk
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Own New is a UK fintech marketplace that connects homebuilders, mortgage lenders, and FCA-registered brokers around builder-funded mortgage incentive schemes, including Rate Reducer, Flex, and Cashback variants, earning transaction fees from builders on completion.
- Ownership category
- akta.pro rank
Own New industry classification
Industry- Product category
- New-Build Mortgage Services
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310), Mortgage and Nonmortgage Loan Brokers (52231)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Mortgage & Loan Introducers (Residential & Commercial) (FSAEAMAA)
Keywords
Where Own New is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Own New business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Builder Completion Fees: Own New charges homebuilders a small fee upon completion of each sale. Homebuyers pay no fees for using the Own New scheme. The fee is deducted from the builder's incentive budget rather than adding cost to the buyer.
- Transaction-Based Model: Revenue generated on a per-transaction basis when a property sale completes through the Own New scheme. No subscription or recurring fees from brokers or buyers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Rate Reducer - 5% builder incentive applied to reduce mortgage rate |
| Transaction based/ take rate | Pay-as-you-go | Flex - 3% builder contribution with rate reduction and potential cashback |
| Transaction based/ take rate | Pay-as-you-go | Flex + Deposit Top Up - 3% rate reduction + 2% deposit support |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Own New product offering
Product offeringCore offering
Own New operates a platform that channels homebuilder incentives (3-5% of property price) into reduced mortgage interest rates, cashback, or deposit support for new-build homebuyers. Its core products — Rate Reducer, Flex, Flex + Deposit Top Up, and Cashback — are delivered through a network of 3,000+ FCA-registered mortgage brokers and partner lenders, ensuring buyers own 100% of their home from day one with no shared ownership or equity stakes. The company earns revenue via transaction-based builder completion fees, with no fees charged to homebuyers or brokers.
Product overview
Own New is a mortgage platform connecting lenders, brokers, and builders to make new-build homes more affordable through specialized mortgage products. The core offerings include Own New Rate Reducer (using builder 5% incentive to reduce mortgage rates), Own New Flex (using 3% with cashback option), and Own New Flex + Deposit Top Up (combining rate reduction with deposit support). All products ensure buyers own 100% of their home from day one without shared ownership or equity loans. The platform works exclusively through FCA-registered brokers and partner lenders including Halifax, Virgin Money, Chorley Building Society, Leek Building Society, Darlington Building Society, Furness Building Society, Kensington Mortgages, and others.
Differentiator
Problem solved
Functional benefit
Brands
- Own New Rate Reducer: Mortgage product using 5% builder incentive to reduce mortgage interest rates and monthly payments for homebuyers during the initial fixed-rate period.
- Own New Flex
- Own New Flex + Deposit Top Up
Products and services
- Own New Rate Reducer Mortgage product that uses a homebuilder's 5% incentive to reduce the mortgage interest rate and monthly payments during the initial fixed-rate term (2 or 5 years), available exclusively through certified brokers for new-build home buyers.
- Own New Flex Uses 3% of the property price to support the purchase, first reducing the mortgage rate and monthly payments, with any leftover amount paid to the buyer as Own New cashback. Available through certified brokers for new-build home buyers.
- Own New Flex + Deposit Top Up Combines Own New Flex (3% toward reducing mortgage rate) with an additional 2% from the builder toward the deposit, supporting buyers who want both lower monthly payments and deposit help. Available through certified brokers for new-build home buyers.
- Own New Cashback Ensures buyers receive 100% of the builder incentive as cashback, paid no later than two months after completion via bank transfer or cheque. Available through certified brokers for new-build home buyers.
Quantifiable outcome
- Monthly savings of £279/mo on £250k property with 20% deposit using Rate Reducer (illustrative)
- +4 more outcomes
Companies that use Own New
Customer profileNamed customers9 records
Segments6 records
Ideal customer profiles5 records
Own New technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Own New partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and preferred.
- Chorley Building SocietycoreNew partnership expanding access to Own New Rate Reducer mortgages. Chorley's manual underwriting approach and Joint Borrower Sole Proprietor criteria make it suitable for complex cases and light adverse customers. Enables brokers to offer lower monthly payments for buyers who may not fit traditional specialist lender criteria.
- Leek Building SocietycoreOffers Own New Rate Reducer mortgages with standout features: 95% LTV for new build houses and flats, family gifted deposits accepted, reduced early repayment charges, no credit score requirements with credit search-based approval. Particularly strong for buyers with 5% deposit seeking new build flats.
- Kensington MortgagescoreSpecialist lender partnership targeting borrowers who don't meet high street requirements. Offers up to 90% LTV and loans up to £1 million. Caters to self-employed workers with 12-month income history, contract workers, and those with minor credit blips over 36 months old.
- Furness Building SocietycoreFirst lender to offer Own New Rate Reducer with 95% mortgage. Expanded range includes 3% and 5% contribution products with rates starting from 2.01% for 5% incentive at 80% LTV. Products include manual underwriting by expert team.
- HalifaxcoreFounding lender partner for Own New Rate Reducer launch. Offers mortgages through the scheme alongside Virgin Money. Great for prime customers according to Own New founder. Part of initial launch alongside Barratt Developments.
- Virgin MoneycoreFounding lender partner for Own New Rate Reducer launch. Head of secured lending Craig Calder described as 'delighted to be a founding lender of the innovative Own New Rate Reducer'. Offers rates below 1% for some buyers with high deposit or equity.
- Barratt DevelopmentscoreFirst housebuilder to join Own New scheme at launch. Worked alongside Own New to design Rate Reducer. Referenced as having helped design the scheme and driving adoption among buyers.
- Darlington Building SocietycorePartners with Own New to offer Rate Reducer mortgages, including options for buyers with visa requirements. Enabled families like the Gunnings to secure 95% LTV mortgages with only 5% deposit.
- PersimmoncoreMajor housebuilder partner supporting and signed up to Own New scheme from launch. Multiple case studies feature Persimmon developments and their 5% buyer incentives.
- Taylor WimpeycoreLarge UK housebuilder signed up to participate in Own New scheme from early stages.
- BellwaycoreMajor housebuilder partner in Own New scheme. Featured in case studies (Staverton Lodge development) with 5% contribution through scheme.
- Berkeley HomescorePremium housebuilder partner signed up to Own New scheme from launch phase.
- The Mortgage MumpreferredPreferred broker partner featured on ITV's This Morning discussing Own New Rate Reducer. Led by Sarah Tucker, CEO, who appeared on the show explaining the scheme to viewers.
- Mortgage Advice BureaupreferredLarge mortgage broker network featured in multiple case studies helping buyers (Adam & Kirsty, Bilal NHS doctor) secure homes through Own New Rate Reducer.
- The Mortgage MumpreferredBroker partner with Sarah Tucker who helped self-employed couple Hollie and Ross secure their Persimmon home through Own New.
- The Mortgage StorepreferredLocal broker who helped buyer Mr King achieve 100% homeownership through Own New Rate Reducer instead of shared ownership option.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
Own New competitors and assessment
Company assessmentDirect peers
- Habito: UK online mortgage broker and lender that uses technology to match borrowers with mortgage products. Like Own New, Habito sits between borrowers and lenders in the intermediation value chain, although Own New focuses specifically on the new-build segment while Habito is a generalist broker.
- Trussle: UK digital mortgage broker (now part of the Habito group) that provides online mortgage advice and product matching. Comparable as a tech-enabled mortgage intermediary, though Trussle focuses on remortgaging rather than new-build specialist products.
- Better.co.uk: UK online mortgage broker offering mortgage comparison and broker services across the residential market. Comparable as a tech-enabled intermediary, though Better.co.uk does not specialise in new-build builder incentives like Own New.
- Mojo Mortgages: UK online mortgage broker providing broker-led mortgage advice with a digital-first platform. Comparable as a UK mortgage intermediary serving consumer buyers, though without the builder-incentive specialisation that defines Own New.
- New Homes Mortgage Finder: UK broker specialist in new-build mortgages, providing advice on builder incentives, part-exchange, and Help to Buy schemes. The closest direct competitor to Own New given overlapping focus on new-build mortgage intermediation and builder incentive optimisation.
Broad incumbents
- London & Country Mortgages: One of the UK's largest independent mortgage brokers with a broad product panel across lenders. Comparable as a scaled mortgage intermediary, though L&C focuses on whole-of-market broker advice rather than new-build-specific builder incentive structuring.
- Mortgage Advice Bureau: UK mortgage broker network with thousands of advisers and relationships across lenders. Comparable as a distribution channel for mortgage products, and Mortgage Advice Bureau brokers are actually referenced as Own New partners in the data, positioning it as both peer and partner.
Emerging players
- Tembo: UK mortgage and home-financing platform focused on helping buyers afford homes through innovative products. Comparable as a UK fintech tackling affordability challenges in residential property, with overlapping mission around making homeownership more accessible.
Others
- Perenna: UK specialist mortgage lender offering long-term fixed-rate products. Perenna is referenced in Own New data as a partner lender, making it an ecosystem participant rather than direct competitor, but useful as a peer for understanding the UK specialist-lender landscape Own New distributes across.
- Kensington Mortgages: UK specialist mortgage lender serving self-employed, contractor, and near-prime borrowers. Like Perenna, Kensington is referenced as an Own New partner lender. Useful peer for the specialist-borrower segment Own New serves, though it sits on the supply side of Own New's platform rather than competing with it.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Own New social profiles
Digital presenceOwn New financial estimates
Financial estimateRevenue estimate
Valuation estimate
Own New leadership team
Management profileNumber of profiles
Profiles2 records
Own New funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Own New 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 Own New
What does Own New do?
Own New operates a platform that channels homebuilder incentives (3-5% of property price) into reduced mortgage interest rates, cashback, or deposit support for new-build homebuyers. Its core products — Rate Reducer, Flex, Flex + Deposit Top Up, and Cashback — are delivered through a network of 3,000+ FCA-registered mortgage brokers and partner lenders, ensuring buyers own 100% of their home from day one with no shared ownership or equity stakes. The company earns revenue via transaction-based builder completion fees, with no fees charged to homebuyers or brokers.
Is Own New a public or private company?
Own New is a private company. It is classified as venture growth investor backed and is currently operating.
When was Own New founded?
Own New was founded in 2018. It employs 11 to 50 people.
Where is Own New based?
Own New is headquartered in London, United Kingdom, in the Europe region.
How does Own New make money?
Two revenue lines are on record. Builder Completion Fees are the primary driver. The others are transaction-Based Model.
Who are Own New's main competitors?
Direct peers on record are Habito, Trussle, Better.co.uk, Mojo Mortgages and New Homes Mortgage Finder. Broad incumbents are London & Country Mortgages and Mortgage Advice Bureau. Tembo is listed as an emerging player. Others are Perenna and Kensington Mortgages.
Does Own New have an API?
No public API is recorded for Own New.
What industry is Own New in?
Own New's product category is New-Build Mortgage Services. Its primary akta.pro industry code is FSAEAMAA, Mortgage & Loan Introducers (Residential & Commercial). Its NAICS code is 522310 and its SIC code is 6163.