The Mortgage Genie

What The Mortgage Genie does

The Mortgage Genie is a UK-based online mortgage broker, founded in 2016 by Matt Stevens and headquartered operationally in Newcastle upon Tyne with a registered office in Bournemouth. The firm operates as an Appointed Representative of PRIMIS Mortgage Network (trading name of First Complete Ltd), which is authorised and regulated by the Financial Conduct Authority, providing regulated mortgage and non-investment insurance advice to UK consumers. Its service is built around a digital-first platform that uses deal-sourcing software and direct integrations with 75+ UK lenders to source and compare mortgage products, supplemented by a team of 12 senior advisors who deliver personalised guidance through WhatsApp, phone, and email, available seven days a week until 8pm.

The product surface spans first-time buyer mortgages, remortgages and product transfers, buy-to-let, adverse credit (CCJs, IVAs, bankruptcy), specialist lending (expat, Tier 2 visa, contractor, shared ownership, second charge), and a protection insurance line covering life, critical illness, income protection, mortgage protection, home, and redundancy cover. Supporting tools include affordability, repayments, term, and buy-to-let calculators, an embedded checkmyfile credit-check integration, and a content marketing engine across blog and SEO. The company is now co-owned by one of the property sector's largest PLCs while retaining its FCA-regulated network status.

Revenue is generated through a dual model: customer-paid mortgage advice and arrangement fees (typical £293, capped at 1% of the loan amount) plus lender commission on placed business, with secondary commission from insurance cross-sell. The firm has cumulatively supported 10,000+ households since launch and reports same-day responses with initial affordability decisions in under 20 minutes in some cases. Technology is principally integration-and-comparison tooling rather than proprietary AI, leaving the advisor relationship and lender panel breadth as the principal competitive assets.

Name

The Mortgage Genie

Legal name

The Mortgage Genie Limited

Website

https://themortgagegenie.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

The Mortgage Genie is a UK-based online mortgage broker, regulated via PRIMIS Mortgage Network, offering access to 75+ lenders for first-time buyers, remortgagors, buy-to-let investors, adverse credit customers, and specialist lending cases. It monetises via arrangement fees, lender commissions, and insurance cross-sell.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage Services

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)

akta.pro secondary industries

Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ), Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

Keywords

• Mortgage brokerage services
• Online remortgage advice
• First-time buyer mortgages
• Buy-to-let mortgages
• Protection insurance products

Headquarters

HQ city

Newcastle Upon Tyne

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Arrangement Fees: Fees charged for mortgage advice and arrangement services. A typical fee is £293 and will never exceed 1% of the mortgage amount depending on complexity.
2. Lender Commission: Commission payments from lenders for placing mortgage business with them
3. Insurance Products: Home and protection insurance products offered alongside mortgages

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

The Mortgage Genie is a UK online mortgage broker that sources residential, remortgage, buy-to-let, specialist, and adverse credit mortgage deals from a panel of 75+ lenders on behalf of individual consumers. Each customer is assigned a dedicated senior mortgage advisor who provides advice and arranges the mortgage through online service forms, WhatsApp, phone, or email, with ancillary home and protection insurance products offered alongside.

Product overview

The Mortgage Genie is an online mortgage broker offering a unified platform for UK mortgage and insurance services. The core offering centers on mortgage brokering with access to 70+ UK lenders, complemented by insurance products and digital tools. Key products include: Online Mortgage Brokering Service (core), Remortgage Services, Insurance Products, Mortgage Calculators (affordability, repayments, term, buy-to-let), First-Time Buyer Mortgages, Adverse Credit Mortgages, Buy-to-Let Mortgages, Mortgage Product Transfer, Switch Mortgage Provider, and Specialist Mortgage Services (expat, Tier 2 visa, shared ownership). The platform integrates mortgage brokering with insurance protection and provides educational content through its blog.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Mortgage Brokering Service Core mortgage brokerage service providing access to 70+ UK lenders, delivering personalised mortgage quotes and dedicated advisor support for residential home purchases, remortgaging, and switching providers.
• Remortgage Services Remortgage solutions including switching providers, product transfers with existing lenders, and equity release options for existing UK homeowners seeking better rates.
• Protection Insurance Products Insurance offerings including life insurance, critical illness cover, income protection, mortgage protection, home insurance, and redundancy mortgage protection, sold alongside mortgages to UK consumers.
• First-Time Buyer Mortgages Specialised mortgage guidance for first-time buyers including deposit assistance, government scheme advice (Lifetime ISA, Help to Buy), and step-by-step home buying process support.
• Adverse Credit Mortgages Mortgages designed for customers with poor credit history including solutions for CCJs, bankruptcy, IVAs, payday loans, and repossessions, sourced from specialist lender panels.
• Buy-to-Let Mortgages Investment property mortgages for landlords with rental income assessment, typically requiring 125% annual rent coverage of mortgage repayments.
• Mortgage Product Transfer Product transfer service allowing customers to switch to better deals with their current lender without full remortgage, typically without credit checks or valuations.
• Switch Mortgage Provider Mortgage switching service helping customers change providers to secure more competitive interest rates and lower monthly repayments.
• Specialist Mortgage Services Specialist mortgage products including expat mortgages, Tier 2 visa mortgages, shared ownership, retained profits mortgages, second charge mortgages, and mortgages for contractors.

Quantifiable outcome

• 10,000+ households supported since launch in 2016
• +1 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

One partnership is on record.

• PRIMIS Mortgage Network (First Complete Ltd)coreStrategic or Co-development PartnerThe Mortgage Genie Limited 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 network membership enables them to offer regulated mortgage and insurance advice in the UK.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• John Charcol: Long-established UK mortgage broker with whole-of-market access and specialist lending expertise (adverse credit, professional, expat); comparable to The Mortgage Genie's specialist segment focus.
• London & Country Mortgages (L&C): One of the UK's largest fee-free mortgage brokers, offering whole-of-market access online and via phone; comparable direct-to-consumer brokerage with similar personal advisor model.
• Mortgage Advice Bureau: UK mortgage broker network with technology-enabled advisor model; comparable intermediary services across residential, buy-to-let, and specialist lending.
• Trussle (Mojo Mortgages): UK online mortgage broker using technology to match borrowers with lenders; very similar online brokerage model with broad lender panel and consumer focus.
• Better.co.uk: UK online mortgage broker offering whole-of-market access with a technology-led approach; comparable digital-first UK brokerage targeting consumer purchase and remortgage.
• Habito: UK online mortgage broker offering whole-of-market lender access with digital-first service and dedicated advisors; directly comparable GTM and target customer base to The Mortgage Genie.

Emerging players

• Zopa: UK fintech offering consumer loans and recently launched mortgage broker services; comparable in offering digital comparison and brokerage, though broader in financial product scope.
• Salt Money: UK specialist mortgage broker for the self-employed, contractors, and complex income cases; overlaps with The Mortgage Genie's specialist mortgage offerings.
• Tembo Money: UK digital mortgage broker with focus on first-time buyers and family-assisted deposits; overlapping in first-time buyer segment and digital GTM.

Broad incumbents

• MoneySupermarket: UK price comparison site with mortgage comparison tools; competes for the same consumer demand for rate-shopping and lender comparison, though not a personalized advice broker.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/MortgageGenie1
• Facebookfacebook.com/themortgagegenieuk

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Mortgage Genie