What Private Finance does

Private Finance Limited is an independent, FCA-authorized (registration 310566) UK mortgage broker founded in 1999 and headquartered in London with a regional office in Shrewsbury. The firm operates a whole-of-market advisory model, arranging mortgages across residential, specialist (self-employed, expat, HNW, bridging, development, Lombard), buy-to-let, and commercial categories for individual borrowers, property investors, and high-net-worth clients. Its core value proposition is access to a curated panel of 175+ lenders — including mainstream banks, private banks, and specialist providers not available directly to consumers — combined with consultant-led advice that addresses complex income and structuring scenarios that mainstream lenders reject.

Underlying technology is conventional rather than proprietary: Zoho CRM for client and lead management, Google Ads and Analytics for acquisition, Calendly for appointment scheduling, Stripe for payment processing, and cookie/consent tooling. No AI/ML systems, APIs, or developer-facing platforms are disclosed; service delivery is entirely human-advisor mediated through a four-step process (initial consultation, needs assessment, whole-of-market search, completion management).

The business model is transaction-fee based, charging up to £1,995 at the application stage and up to 1% of the mortgage loan at the offer stage (e.g. £1,500 on a £150,000 loan), with smaller-balance cases sometimes priced above 1% to reflect work involved. A secondary commission stream comes from protection and household insurance products arranged alongside mortgages. Go-to-market combines direct advisory sales (phone, online booking, in-person at the London office), paid search and content marketing for top-of-funnel lead capture, and a referral channel anchored by partnerships with Jackson-Stops, Carter Jonas, and Chartwell Noble. The firm is privately held and founder/management-owned with no disclosed institutional shareholders.

Name

Private Finance

Legal name

Private Finance Limited

Website

https://privatefinance.co.uk

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Private Finance is an FCA-authorized UK independent mortgage broker, founded 1999, arranging residential, specialist, buy-to-let, and commercial mortgages through a consultant-led whole-of-market model serving individual borrowers, HNW clients, and property investors.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Brokerage Fees: Three-stage fee model: (1) Initial evaluation: No fee, (2) Application stage: Up to £1,995, (3) Mortgage offer stage: Brokerage fee up to 1% of mortgage loan. Example: £1,500 fee for £150,000 loan. Smaller mortgages below £150,000 may charge in excess of 1%.
2. Insurance Commission: No fee for insurance products as the firm receives commission from product providers. Commission amounts disclosed in full before proceeding. Hourly rate of £250 if fee-based service is needed (estimated 10 hours = £2,500 per contract).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Private Finance is a London-based, FCA-authorized independent whole-of-market mortgage brokerage founded in 1999, providing residential, buy-to-let, specialist, commercial, and professional mortgages as well as protection and household insurance. The firm advises individual borrowers, property investors, and high-net-worth clients, charging milestone-based fees at application, offer, and completion and earning commission on insurance products, with access to 175+ lenders across the UK market.

Product overview

Private Finance is an independent, whole-of-market mortgage broker offering expert advisory and arrangement services across the entire UK mortgage market. Established in 1999, the company provides mortgage solutions through human consultant-led advice, utilizing relationships with over 175 lenders spanning mainstream banks, private banks, and specialist providers. The core product portfolio consists of Residential Mortgages (first-time buyer, interest-only, large, remortgage), Specialist Mortgages (bridging loans, expat, self-employed, Lombard, development finance), Buy-to-Let Mortgages (holiday let, HMO, limited company), and Commercial Mortgages. As an extension of the mortgage service, the company offers Protection Insurance (life, critical illness, health) and Household Insurance. Supporting the advisory services are digital tools including mortgage calculators (repayment, stamp duty, borrowing power, buy-to-let ROI), mortgage guides, rate comparison tools, online appointment booking, and a client portal for document access. The company does not operate a technology platform with API integrations but delivers services through personalized consultant relationships.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Mortgages Whole-of-market residential mortgage advice and arrangement for individual homebuyers and remortgagors in the UK, including first-time buyers, home movers, and re-mortgage customers, placed with 175+ lenders.
• Buy-to-Let Mortgages Mortgage advice and arrangement for individual property investors and landlords seeking buy-to-let finance, including standard BTL, HMO, and limited-company SPV borrowing.
• Specialist Mortgages Advice and placement for borrowers with non-standard or complex income and credit profiles, accessing specialist lender panels across the UK market.
• Commercial Mortgages Brokerage of commercial property finance solutions for business owners and investors securing or refinancing commercial property assets.
• Mortgages by Profession Targeted mortgage advice for professionals such as doctors, dentists, lawyers, accountants, and other qualifying occupations seeking by-profession mortgage products.
• Protection Insurance Brokerage of life, critical illness, income protection, and other personal protection insurance products for mortgage and residential customers.
• Household Insurance Arrangement of home and contents insurance for residential customers alongside mortgage and protection advice.

Quantifiable outcome

• Average rating of 4.97 out of 5 from more than 2,000 client reviews
• +1 more outcomes

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Jackson-StopscoreChannel Partner/ Reseller/ DistributorTrusted estate agent partnership with Jackson-Stops, a long-established UK property agency. Jackson-Stops refers clients requiring mortgage finance to Private Finance, creating a seamless property purchase experience for clients.
• Carter JonascoreChannel Partner/ Reseller/ DistributorPartnership with Carter Jonas, a UK-based property consultancy and estate agency. Mutual referral arrangement where Carter Jonas introduces clients needing mortgage advice to Private Finance.
• Chartwell NoblecoreChannel Partner/ Reseller/ DistributorChartwell Noble Private Finance operates as a trading style of Private Finance Ltd. This is an associated company providing mortgage services, particularly for high-net-worth clients and private banking relationships.
• Advias LtdminorChannel Partner/ Reseller/ DistributorOccasional referral arrangement with Advias Ltd, another FCA-authorized mortgage broker. Sharing occurs where necessary to help clients secure the most suitable product or service.

Scale indicators5 records

Expansion highlights6 records

Direct peers

• London & Country Mortgages: One of the UK's largest independent mortgage brokers, offering whole-of-market advice across residential, BTL, and specialist mortgages. Directly comparable in product breadth, fee model, and target customer base to Private Finance.
• John Charcol: Long-established London-based independent mortgage broker specialising in complex and high-value mortgages, including HNW and professional borrowers. Closely mirrors Private Finance's specialist/ HNW focus and consultant-led model.
• Trinity Financial: UK independent mortgage broker with a strong London presence, advising on residential, BTL, and specialist mortgages. Competes head-to-head with Private Finance in the London mass-affluent and complex-case segments.
• Alexander Hall: London-focused mortgage and insurance broker offering whole-of-market residential and BTL advice. Comparable client mix and advisory model, particularly in the London prime market.
• Habito: Digital-first UK mortgage broker and lender offering an online advice journey. Competes with Private Finance in the mainstream residential segment via a technology-led experience, representing the digital threat to traditional brokerages.
• Better.co.uk: Online whole-of-market mortgage broker in the UK with a flat-fee model. Targets the same residential mortgage customer with a lower-cost digital alternative to Private Finance's consultant-led, percentage-based fees.
• SPF Private Clients: UK mortgage broker focused on HNW, professional, and complex income clients, with access to private banks and specialist lenders. Highly comparable to Private Finance's specialist/ HNW proposition and Chartwell Noble trading style.
• Henry Dannell: London-based specialist mortgage broker focused on high-net-worth, professional, and complex income borrowers. Directly comparable to Private Finance's HNW/private bank mortgage offering.

Broad incumbents

• Mortgage Advice Bureau: Large UK mortgage broker network and advisory firm with a national adviser network. Operates broadly across the same market as Private Finance but at much greater scale, with a hybrid employed/AR adviser model.
• St. James's Place: Large UK wealth manager whose adviser network also arranges mortgages alongside broader financial planning. Overlaps with Private Finance's HNW and professional client base, though mortgages sit within a much wider wealth proposition.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/private-finance-ltd
• Xx.com/Private_Finance
• Facebookfacebook.com/PrivateFinanceLondon

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Private Finance