What Embrace Financial Services does

Embrace Financial Services Ltd is a UK-based mortgage and protection advisory firm headquartered in Exeter, founded in 2018 and operating with 101–250 employees. The company operates as an Appointed Representative of PRIMIS Mortgage Network (a trading name of First Complete Ltd, authorised and regulated by the Financial Conduct Authority), which provides regulatory perimeter and access to the PRIMIS lender panel. Its core offering is mortgage brokerage services across first-time buyer, home-mover, remortgage, and buy-to-let segments, complemented by a protection product suite covering life insurance, critical illness cover, income protection, and buildings and contents insurance.

The firm delivers advice through a UK-wide adviser network spanning hundreds of towns and cities, with face-to-face, telephone and video-call appointments available outside standard hours, including evenings and weekends. Underpinning the workflow is a multi-lender comparison platform that screens a customer against 70+ high street lenders in a single meeting to determine willingness to lend and indicative loan amounts. The company supplements this with a self-serve digital layer — including budget, repayment, remortgage, buy-to-let and stamp-duty calculators, mortgage guides, and a customer portal — and runs a £100 voucher referral programme that rewards both referrer and referred customer on completion.

The business model is fee-based for mortgage advisory at a standard £599 per application (payable only on submission, with higher fees for complex cases), supplemented by commission/affiliate revenue on protection products and likely lender procuration fees on the £2.6bn of mortgage submissions handled in 2025. In 2025 the firm recorded 14,421 mortgage applications, helped 1,620 first-time buyers onto the property ladder, and held a 4.8/5 Trustpilot rating across 5,200+ reviews, alongside the 2025 Top Pivotal Firm Award at the Primis Recognising Elite Awards.

Name

Embrace Financial Services

Legal name

Embrace Financial Services Ltd

Website

https://embracefs.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

Embrace Financial Services is a UK mortgage and protection advisory firm that brokers residential and buy-to-let mortgages from 70+ lenders and sells protection products through a nationwide network of advisers. It serves individual consumers, including first-time buyers, home movers, remortgagors and property investors across England and Wales.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (52231), Portfolio Management and Investment Advice (523940)

SIC

Loan Brokers (6163), Mortgage Bankers & Loan Correspondents (6162), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

akta.pro secondary industries

Mortgage & Loan Introducers (Residential & Commercial) (FSAEAMAA), Debt Advisory & Financing Advisory (FSAEAGAD)

Keywords

• Mortgage advisory
• Mortgage brokerage
• Protection insurance
• Buy to let finance
• Remortgage services

Headquarters

HQ city

York

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Advisory Fees: Fee-based revenue model where customers pay a fee for mortgage advisory services. Standard fee is £599, payable only on submission of mortgage application. Complex cases attract higher fees.
2. Protection/Insurance Products: Offers life insurance, critical illness cover, income protection, and buildings and contents insurance as complementary products

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Embrace Financial Services is a UK mortgage and protection advisory firm that brokers mortgage products from 70+ high street lenders and arranges protection insurance for individual consumers. It delivers these services through a nationwide network of qualified financial advisers supported by a multi-lender comparison technology platform, charging a flat advisory fee of £599 per mortgage application.

Product overview

Embrace Financial Services operates as a mortgage broker and financial advisory firm offering a unified service combining mortgage advisory, protection products, and digital tools. Their core offering centres on mortgage advisory services with access to 70+ high street lenders, complemented by protection products (life insurance, critical illness cover, income protection, buildings and contents insurance) and an online calculators suite. The company provides these services through a network of qualified financial advisers across the UK, supported by a technology platform that enables multi-lender comparison in a single meeting.

Differentiator

Problem solved

Functional benefit

Products and services

• Mortgage Advisory Services Expert mortgage advice and guidance delivered by qualified UK advisers across first-time buyers, home movers, remortgagors, and property investors, providing access to deals from 70+ high street lenders.
• Buy to Let Mortgages Specialist buy-to-let mortgage advisory for property investors, including Let to Buy financing, Interest Only or Capital Repayment options, and specialist products such as Student Lets and Houses in Multiple Occupation.
• Remortgage Services Advisory service for switching existing mortgages to new lenders, supported by remortgage valuation tools and guidance on potential monthly savings.
• Life Insurance Life insurance coverage arranged for customers to protect families and dependents in the event of death.
• Critical Illness Cover Insurance coverage providing financial protection for customers diagnosed with a specified critical illness.
• Income Protection Insurance coverage protecting a customer's income if they are unable to work due to illness or injury.
• Buildings and Contents Insurance Home insurance covering building structure and personal belongings, available to both homeowners and tenants.

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• PRIMIS Mortgage NetworkcoreChannel Partner/ Reseller/ DistributorEmbrace Financial Services Ltd is an Appointed Representative of PRIMIS Mortgage Network, a trading name of First Complete Ltd. First Complete Ltd is authorised and regulated by the Financial Conduct Authority. This partnership provides regulatory framework and access to the PRIMIS lender panel.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• PRIMIS Mortgage Network: The AR network of which Embrace is an Appointed Representative; broader incumbent operating hundreds of adviser firms across the UK mortgage and protection market with overlapping lender panel and distribution.
• Openwork Partnership: Large UK financial advice network offering mortgage, protection, and wealth advice through appointed representatives; broader portfolio than Embrace but overlaps on adviser distribution and AR-style structure.
• SimplyBiz: Large UK support services and compliance network for mortgage, protection, and financial advisers; broader offering but its directly authorised mortgage brokers compete head-to-head with Embrace's AR model.

Direct peers

• MPowered Mortgages: UK mortgage and advice technology provider/broker focused on multi-lender comparison and adviser productivity tooling; comparable to Embrace on the multi-lender comparison workflow.
• Mortgage Advice Bureau (MAB): National UK mortgage broker network with adviser franchises and panel lender access; overlapping customer segments (first-time buyers, remortgagors, BTL), fee-based revenue, and a multi-adviser distribution model.
• Habito: UK digital mortgage broker and advice platform offering whole-of-market comparison through a tech-led journey; competes for the same mortgage applicants as Embrace but via a more online/self-service channel.
• London & Country Mortgages: One of the largest UK mortgage brokers, offering fee-free or fee-based whole-of-market mortgage advice with panel access to a wide lender set; directly comparable to Embrace on multi-lender comparison, adviser-led model, and UK consumer focus.
• The Mortgage Hut: UK fee-charging mortgage broker with whole-of-market panel access and a regional adviser network; directly comparable on customer segments, fee model, and lender-comparison positioning.
• John Charcol: Long-established UK fee-based mortgage broker covering first-time buyers, remortgagors, buy-to-let, and complex cases; overlaps Embrace's specialist/adviser-led positioning.

Emerging players

• Trussle: UK digital mortgage intermediary working with advisers and consumers on whole-of-market comparison; an emerging player overlapping Embrace on lender comparison and remortgage funnels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/embracefinancialservices
• LinkedInlinkedin.com/company/embrace-financial-services

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Embrace Financial Services