Own New

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.

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

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

• New build mortgages
• Rate reducer mortgages
• Builder incentive schemes
• Broker mortgage platform
• Affordable homeownership

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core 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

Named customers9 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered core and preferred.

• Chorley Building SocietycoreGTM or Marketing Partner · 16 June 2026New 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 SocietycoreGTM or Marketing Partner · 12 March 2025Offers 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 MortgagescoreGTM or Marketing Partner · 4 December 2024Specialist 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 SocietycoreGTM or Marketing Partner · 6 August 2024First 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.
• HalifaxcoreGTM or Marketing Partner · 26 February 2024Founding 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 MoneycoreGTM or Marketing Partner · 26 February 2024Founding 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 DevelopmentscoreGTM or Marketing Partner · 26 February 2024First 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 SocietycoreGTM or Marketing Partner · 1 January 2024Partners 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.
• PersimmoncoreGTM or Marketing PartnerMajor housebuilder partner supporting and signed up to Own New scheme from launch. Multiple case studies feature Persimmon developments and their 5% buyer incentives.
• Taylor WimpeycoreGTM or Marketing PartnerLarge UK housebuilder signed up to participate in Own New scheme from early stages.
• BellwaycoreGTM or Marketing PartnerMajor housebuilder partner in Own New scheme. Featured in case studies (Staverton Lodge development) with 5% contribution through scheme.
• Berkeley HomescoreGTM or Marketing PartnerPremium housebuilder partner signed up to Own New scheme from launch phase.
• The Mortgage MumpreferredChannel Partner/ Reseller/ DistributorPreferred 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 BureaupreferredChannel Partner/ Reseller/ DistributorLarge mortgage broker network featured in multiple case studies helping buyers (Adam & Kirsty, Bilal NHS doctor) secure homes through Own New Rate Reducer.
• The Mortgage MumpreferredChannel Partner/ Reseller/ DistributorBroker partner with Sarah Tucker who helped self-employed couple Hollie and Ross secure their Persimmon home through Own New.
• The Mortgage StorepreferredChannel Partner/ Reseller/ DistributorLocal 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

Direct 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

• LinkedInlinkedin.com/company/ownnew
• Facebookfacebook.com/ownnewuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Own New