Affinity Advisors
- Company typePrivate
- Founded2016
- HeadquartersDublin, Ireland
- Headcount11–50
- GTM typeB2C
- OfferingServices
Affinity Advisors firmographics
Firmographics- Name
- Affinity Advisors
- Legal name
- Affinity Mortgages Limited
- Website
- https://affinityadvisors.ie
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Where Affinity Advisors is headquartered
LocationHeadquarters
- HQ city
- Dublin
- HQ country
- Ireland
- HQ region
- Europe
Offices1 record
Markets served
Affinity Advisors business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Mortgage Advisory Commission: Affinity Advisors earns commission from mortgage lenders for placing mortgage business with them. They emphasize market-based, objective advice not influenced by commission levels offered by product providers.
- Protection/Insurance Products: The company earns commissions from protection products including life insurance, income protection, critical illness cover, and mortgage protection offered through their protection partners.
- Fee-based Advisory Services: Affinity offers fee-based advisory services with a published Schedule of Fees and Charges. They provide market-based advice to ensure clients receive the most suitable product for their requirements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Other | Fee Schedule available upon request |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Affinity Advisors product offering
Product offeringCore offering
Affinity Advisors is a Dublin-based mortgage and protection brokerage that provides market-based advisory services to individual clients across Ireland. The company advises on and arranges mortgage products from a panel of major Irish lenders (first-time buyer, switcher, moving house, green, buy-to-let, lifetime, and public sector mortgages) and protection products (life cover, critical illness, income protection, and mortgage protection) sourced from leading insurance providers, delivered via qualified financial advisors through direct consultation.
Product overview
Affinity Advisors is a 4-time award-winning mortgage and protection brokerage operating as a unified advisory platform. The core offering combines mortgage advisory services (including first-time buyer, switcher, green, buy-to-let, lifetime, public sector, and moving house mortgages) with protection advisory services (income protection, life cover, critical illness cover, and mortgage protection). Supporting these is a digital mortgage calculator tool and a Mortgages at Work employee benefit program. The company provides market-based advice across a panel of 9 mortgage lenders and 5 protection providers, with services delivered through a team of qualified financial advisors.
Differentiator
Problem solved
Functional benefit
Products and services
- Mortgage Advisory Services Market-based mortgage advisory providing personalized guidance on selecting the most suitable mortgage products from a panel of Irish lenders based on each client's circumstances. Available to individual consumers throughout Ireland.
- Protection Advisory Services Advisory and arrangement of financial protection products — life cover, critical illness cover, income protection, and mortgage protection — sourced from multiple insurance providers including Aviva, Irish Life, Zurich, Royal London, and NICO. For individual consumers and mortgage customers.
- First Time Buyer Mortgages Specialized mortgage advisory for first-time buyers in Ireland, including guidance on government schemes such as Help to Buy, First Home Scheme, Local Authority Home Loan, and Vacant Property Refurbishment Grants. For individual consumers purchasing their first home.
- Moving House Mortgages Mortgage advisory for clients relocating, including portability options to transfer existing mortgages to new properties, upsizing, downsizing, and changing location. For individual home movers in Ireland.
- Switcher Mortgages Remortgage switching service enabling clients to transfer existing mortgages to different lenders, potentially with cashback incentives up to 3%. For existing Irish homeowners seeking better rates or terms.
- Green Mortgages Advisory on low fixed-rate green mortgage products for homes with BER rating A1-B3, offered by participating Irish lenders. For homeowners with high energy-rated properties.
- Buy-to-Let Mortgages Investment property mortgage advisory for landlords, including company, pension, and personal ownership structures. For Irish property investors, both first-time and established.
- Lifetime Mortgages (Equity Release) Equity release / lifetime mortgage advisory securing financing against the home with no regular repayments required, repayable upon sale or death. For Irish homeowners aged 55+.
- Public Sector Mortgages Specialized mortgage products and advisory for Irish public sector workers with enhanced income assessment (one or two pay scale points considered) and simplified qualification criteria. For civil servants and public sector employees.
- Mortgages at Work (Corporate Employee Benefit Program) On-site employee benefit program offering mortgage advisory workshops and individual consultations for corporate clients. Served corporate clients include Tomkins & Co, Pathfinder Dublin 2, and Guidewire Software Dublin 15. For HR departments seeking to provide mortgage advice as a staff benefit.
Quantifiable outcome
- 4-time award-winning brokerage
- +3 more outcomes
Companies that use Affinity Advisors
Customer profileNamed customers7 records
Segments7 records
Ideal customer profiles6 records
Affinity Advisors technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Affinity Advisors partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered core, minor and flagship.
- Avant MoneycoreMajor Irish mortgage lender offering competitive mortgage products. Affinity provides broker services placing customers with Avant Money products.
- Bank of IrelandcoreOne of Ireland's largest banks providing mortgage products through Affinity's brokerage services.
- Permanent TSBcoreMajor Irish mortgage lender with various fixed and variable rate products available through Affinity.
- Finance IrelandcoreIrish non-bank lender offering mortgage products distributed through Affinity's broker network.
- Haven MortgagescoreSpecialist mortgage lender offering green mortgages and various residential products through Affinity.
- ICS (Investment & Commercial Services)coreIrish mortgage lender offering residential and buy-to-let products through the Affinity broker network.
- MoCo MortgagescoreIrish mortgage provider with products available through Affinity's brokerage services.
- Nua MoneycoreIrish mortgage lender with products distributed via Affinity's broker network.
- KBC Bank IrelandcoreMajor bank providing mortgage products through Affinity's broker services.
- Ulster BankcoreIrish bank with mortgage products available through Affinity's distribution network.
- Spry FinanceminorSpecialist lender partner offering mortgage products through Affinity.
- Capital FlowminorIrish lender providing mortgage products through Affinity's broker network.
- AvivacoreMajor insurance provider offering protection products including life insurance and income protection distributed through Affinity.
- Irish LifecoreLeading Irish life and pensions company providing protection and insurance products through Affinity's advisory services.
- ZurichcoreGlobal insurer offering protection products distributed through Affinity's brokerage.
- Royal LondoncoreMutual insurance provider offering life and protection products through Affinity.
- NICO (Northern Ireland Chamber of Commerce)minorInsurance partner offering protection products through Affinity's advisory network.
- Association of Irish Mortgage Advisors (AIMA)flagshipIndustry association co-founded by Affinity's directors Peter Gilbourne and Trevor Grant. AIMA accounts for 50% of all mortgage advisory business written in Ireland, positioning Affinity as a leading industry voice.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Affinity Advisors competitors and assessment
Company assessmentBroad incumbents
- AIB (Allied Irish Banks): One of Ireland's largest mortgage lenders with extensive direct-to-consumer mortgage origination. A direct competitor for the same borrower pool that Affinity serves, and a potential counterparty in any future panel expansion.
- Permanent TSB: Major Irish retail bank and mortgage lender that is also a panel partner of Affinity. Operates direct mortgage channels that bypass brokers, representing a structural disintermediation risk to the Irish brokerage model.
- Bank of Ireland Mortgage Bank: One of Ireland's largest mortgage lenders and a panel partner of Affinity. As a direct lender with branch and digital channels, it competes with brokers for the same mortgage customers and can compress intermediary share through direct-to-consumer pricing.
Direct peers
- Independent Mortgage Brokers Federation of Ireland (IMBFI): Competing Irish mortgage broker association and member firms operating in the same intermediary market as Affinity, offering the same panel-of-lenders mortgage advisory model to Irish consumers.
- MCL Financial Solutions: Irish mortgage and protection brokerage providing whole-of-market advisory services across residential, first-time buyer, switcher, and buy-to-let segments — same regulatory environment and product set as Affinity.
- Mortgage Store (Ireland): Established Dublin-based mortgage brokerage offering whole-of-market mortgage and protection advice to Irish consumers — directly comparable services, customer segments, and commission-based revenue model to Affinity Advisors.
- O'Leary Life & Pensions: Irish mortgage, life, and pensions advisory firm distributing mortgage and protection products across the Irish market — direct competitor in the same product categories and customer segments.
Emerging players
- Habito: UK-based digital mortgage broker and lender using technology-driven advice and execution. Represents the digital-first competitive model that could pressure traditional advisor-led Irish brokers like Affinity as consumer behavior shifts online.
- L&C Mortgages (London & Country): Large UK fee-based mortgage broker operating a whole-of-market advisory model comparable to Affinity's market-based advice proposition. Useful proxy for the trajectory of professionalized, advisor-led mortgage distribution in adjacent UK market.
Others
- Irish Life: Leading Irish life and pensions provider and a current protection partner of Affinity. Represents the supply-side counterparty in the protection distribution chain and a potential channel conflict if it expands into direct mortgage distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Affinity Advisors social profiles
Digital presenceAffinity Advisors financial estimates
Financial estimateRevenue estimate
Valuation estimate
Affinity Advisors leadership team
Management profileNumber of profiles
Profiles6 records
Affinity Advisors funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Affinity Advisors 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 Affinity Advisors
What does Affinity Advisors do?
Affinity Advisors is a Dublin-based mortgage and protection brokerage that provides market-based advisory services to individual clients across Ireland. The company advises on and arranges mortgage products from a panel of major Irish lenders (first-time buyer, switcher, moving house, green, buy-to-let, lifetime, and public sector mortgages) and protection products (life cover, critical illness, income protection, and mortgage protection) sourced from leading insurance providers, delivered via qualified financial advisors through direct consultation.
Is Affinity Advisors a public or private company?
Affinity Advisors is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Affinity Advisors founded?
Affinity Advisors was founded in 2016. It employs 11 to 50 people.
Where is Affinity Advisors based?
Affinity Advisors is headquartered in Dublin, Ireland, in the Europe region.
How does Affinity Advisors make money?
Three revenue lines are on record. Mortgage Advisory Commission is the primary driver. The others are protection/Insurance Products and fee-based Advisory Services.
Who are Affinity Advisors's main competitors?
Broad incumbents on record are AIB (Allied Irish Banks), Permanent TSB and Bank of Ireland Mortgage Bank. Direct peers are Independent Mortgage Brokers Federation of Ireland (IMBFI), MCL Financial Solutions, Mortgage Store (Ireland) and O'Leary Life & Pensions. Emerging players are Habito and L&C Mortgages (London & Country). Irish Life is listed as an others.
Does Affinity Advisors have an API?
No public API is recorded for Affinity Advisors.