London Money
London Money is a London-based independent mortgage brokerage, FCA-authorised since 2011 and part of The Money Group, providing whole-of-market mortgage and protection advice to UK consumers across residential, buy-to-let, self-employed, HNW, and adverse-credit segments on a per-case fee basis.
- Company typePrivate
- Founded2000
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingServices
What London Money does
London Money (legal entity: London Money (Financial Services) Limited, Company Registration number 7288755) is a UK-based, privately held independent mortgage brokerage that has been Directly Authorised by the Financial Conduct Authority under Firm Reference Number 527092 since 2011 and operates as the flagship brand of The Money Group. The firm provides whole-of-market mortgage and protection advice across residential purchases, remortgages, buy-to-let, self-employed (contractor, limited company director, sole trader, freelancer, CIS subcontractor), specialist/adverse credit, high-net-worth (£500k–£2M+ and private bank), equity release (over-55s), shared ownership, second charge lending, and bridging loan products, supported by a panel described as spanning hundreds of UK lenders including mainstream, challenger, building society, private bank, and boutique providers.
Distribution is hybrid: face-to-face consultations at London offices (Golden Cross House, Strand and Grosvenor Gardens, Belgravia) for HNW and complex cases, telephone-based advice (numbers at both London offices), an online quick-enquiry form for self-serve lead capture, plus content marketing (blog, first-time buyer guide, SEO), a £50 Amazon voucher referral programme, and a Twitter presence (@LondonMoneyFS). The go-to-market is relationship-led with advisers assigned as the dedicated point of contact through application to completion. A registered Hornchurch head office address (27 North Street, Essex RM11 1RS) co-exists with the two London client-facing offices.
The revenue model is fee-based professional services: client fees are stated up-front as either a pre-agreed lump sum or a percentage of total loan value, with billing at mortgage submission/completion. Pricing is not publicly disclosed. The technology stack is non-proprietary — industry-standard lender-network calculator and application systems are used; there is no AI/ML capability, no mobile app, no public API, and no disclosed data assets. Headcount is reported as 1–10 employees while the website lists around a dozen named advisers, consistent with a model that relies on self-employed representatives rather than salaried employees. No external funding rounds, acquisitions, or institutional investment are disclosed; ownership remains with the founding group led by Director Martin Stewart.
London Money firmographics
Firmographics- Name
- London Money
- Legal name
- LONDON MONEY LIMITED
- Website
- https://london-money.co.uk
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- London Money is a London-based independent mortgage brokerage, FCA-authorised since 2011 and part of The Money Group, providing whole-of-market mortgage and protection advice to UK consumers across residential, buy-to-let, self-employed, HNW, and adverse-credit segments on a per-case fee basis.
- Ownership category
- akta.pro rank
London Money industry classification
Industry- Product category
- Mortgage Brokerage
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231), Portfolio Management and Investment Advice (523940)
- SIC
- Mortgage Bankers & Loan Correspondents (6162)
- akta.pro industry
- Commercial Mortgage BrokerageFinancial & Insurance/Financial Advisory, Brokerage & Intermediation/Mortgage Brokerage & Loan Intermediation
Keywords
Where London Money is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
London Money business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Mortgage Advisory Fees: London Money charges fees for mortgage advisory services. The fee structure is either a pre-agreed lump sum or a percentage of the total loan value, clearly stated ahead of commencing work on behalf of clients. This is a one-time service fee model for arranging mortgages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Fee-based mortgage advisory service |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
London Money product offering
Product offeringCore offering
London Money is an independent, FCA-authorised mortgage advisory firm that operates as a whole-of-market mortgage broker, sourcing residential, buy-to-let, remortgage, self-employed, specialist, high-value, and equity release lending products from across the UK lender market for individual consumers. The firm charges a fee (either a fixed lump sum or a percentage of the loan) for arranging mortgages and related protection products. It is a private limited company operating as part of The Money Group and serves clients primarily across London and the South East.
Product overview
London Money is an independent mortgage advisory firm operating as part of The Money Group, directly authorized by the FCA since 2011. The company offers a comprehensive suite of mortgage and protection products through independent advisers with access to the whole UK mortgage market. Core offerings include residential mortgages, remortgages, buy-to-let mortgages, and specialist lending for adverse credit situations. The portfolio includes specialized products for self-employed individuals (contractors, freelancers, limited company directors, sole traders) and high-value mortgages for high net worth clients (£500k+ to £2M+). Additional services encompass equity release/lifetime mortgages for over-55s, second charge lending, shared ownership mortgages, financial protection (life assurance and income protection), large bridging loans, and private bank mortgages.
Differentiator
Problem solved
Functional benefit
Brands
- The Money Group: Parent corporate group under which London Money operates as the flagship brand.
Products and services
- Residential Mortgages
- Buy to Let Mortgages
- Residential Remortgages
- Self Employed Mortgages
- Specialist Lending
- High Value Mortgages
- Equity Release
- Second Charge Lending
- Shared Ownership Mortgages
- Financial Protection
Companies that use London Money
Customer profileNamed customers3 records
Segments8 records
Ideal customer profiles5 records
London Money technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
London Money partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
London Money competitors and assessment
Company assessmentDirect peers
- SPF Private Clients: Specialist UK mortgage broker focused on high-net-worth, professional, and complex-income clients. Direct competitor in the £500k–£2M+ and private-bank mortgage categories that London Money targets.
- John Charcol: Long-established specialist London mortgage broker with deep expertise in complex income, self-employed, BTL, and high-value lending — directly overlapping London Money's specialist and HNW segments.
- London & Country Mortgages: One of the UK's largest independent whole-of-market mortgage brokers, founded in the 1990s. Highly comparable to London Money on independent advice model, comprehensive lender panel, and emphasis on advice-led service across residential, BTL, and specialist lending.
- Private Finance: Independent UK mortgage broker specialising in high-net-worth, large-loan, and bridging finance. Directly comparable on London Money's high-value mortgages and large bridging-loan offerings.
- Anderson Harris: Independent London-based mortgage broker with comparable size, self-employed and HNW expertise, and face-to-face advisory GTM — a near-direct like-for-like peer to London Money in the London and South East market.
- Trinity Financial Group: UK specialist mortgage broker with strong expertise in self-employed, contractor, and adverse-credit lending. Closely comparable to London Money's specialist-lending product set and whole-of-market positioning.
- Enness Global: HNW and celebrity-focused mortgage and wealth broker with strong London presence. Highly comparable on large-loan, private-bank, and complex-income lending — directly competing for the same client profile as London Money's high-value team.
Emerging players
- Habito: Digital-first UK mortgage broker / platform that has shifted toward specialist lending. Competes for similar borrowers via an online-first model — the emerging digital counterpart to London Money's advice-led model.
Broad incumbents
- Mortgage Advice Bureau (MAB): Largest UK mortgage broker network by adviser count (LSE-listed). Comparable business model around whole-of-market mortgage advice, but at vastly larger scale and via an appointed-representative network structure rather than direct authorisation.
- Sesame (PMI Group / Mortgage Intelligence): One of the UK's largest mortgage and protection networks, providing AR infrastructure to thousands of advisers. Indirect competitor as an alternative affiliation model for advisers who could otherwise join or compete with London Money.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
London Money social profiles
Digital presenceLondon Money compliance and trust
Trust signalCompliance2 records
London Money financial estimates
Financial estimateRevenue estimate
Valuation estimate
London Money leadership team
Management profileNumber of profiles
Profiles12 records
London Money funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
London Money 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 London Money
What does London Money do?
London Money is an independent, FCA-authorised mortgage advisory firm that operates as a whole-of-market mortgage broker, sourcing residential, buy-to-let, remortgage, self-employed, specialist, high-value, and equity release lending products from across the UK lender market for individual consumers. The firm charges a fee (either a fixed lump sum or a percentage of the loan) for arranging mortgages and related protection products. It is a private limited company operating as part of The Money Group and serves clients primarily across London and the South East.
Is London Money a public or private company?
London Money is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was London Money founded?
London Money was founded in 2000. It employs 1 to 10 people.
Where is London Money based?
London Money is headquartered in London, United Kingdom, in the Europe region.
How does London Money make money?
One revenue line is on record: mortgage Advisory Fees.
Who are London Money's main competitors?
Direct peers on record are SPF Private Clients, John Charcol, London & Country Mortgages, Private Finance, Anderson Harris, Trinity Financial Group and Enness Global. Habito is listed as an emerging player. Broad incumbents are Mortgage Advice Bureau (MAB) and Sesame (PMI Group / Mortgage Intelligence).
Does London Money have an API?
No public API is recorded for London Money.
What industry is London Money in?
London Money's product category is Mortgage Brokerage. Its primary akta.pro industry code is FSAEAEAB, Commercial Mortgage Brokerage. Its NAICS code is 52231 and its SIC code is 6162.