What Advise Wise does

Advise Wise is a UK-based fintech platform that operates exclusively in the later life lending market, serving independent financial advisers who advise on equity release, lifetime mortgages, and retirement interest-only (RIO) mortgages. Founded in November 2019 in Leeds and headquartered at 2200 Century Way, Thorpe Park, the company operates as Advise Wise Limited (company number 11705013), an independent, privately held entity with no disclosed parent company or institutional investment. The platform serves a user base of 2,800+ advisers across the UK and is differentiated by its singular focus on later life lending, an area underserved by general-purpose mortgage sourcing tools.

The core platform is a cloud-based whole-of-market sourcing system built on a modern API architecture that connects with 40+ lender and solicitor partners to deliver live rates and instant Key Facts Illustrations (KFIs). Integrated medical underwriting distinguishes the product search, while the compliance suite, including a dynamic Fact Find aligned with FCA guidance and the Equity Release Council's 24-point checklist, addresses Consumer Duty obligations. Notable proprietary features include the industry-first AI-Powered Suitability Letter (using OpenAI ChatGPT, in pilot), the Quick Quote three-click preliminary check, a Cost Calculator comparing traditional, RIO and lifetime mortgages, and a one-click solicitor instruction module. The company also maintains a Desktop App (launched June 2021, a market first) and integrates with third-party services including Comentis for vulnerability assessment, entitledto for state benefits calculation, and Countrywide Surveying Services.

Advise Wise operates a freemium distribution model: the platform is free for advisers to use, generating revenue primarily through Mortgage Club commissions paid by lenders when advisers place business via the platform. The Mortgage Club, launched February 2020, offers exclusive deals, uplifted commissions, and dedicated account management including a KFI check-and-chase service. A premium tier, Advise Wise Plus, provides further exclusive benefits for select advisers. Revenue is supplemented by Insights data services. Customer acquisition combines product-led self-serve registration with a field sales motion for Mortgage Club members, supported by content marketing (Upskill series, Ask Jane webinars), PR coverage in financial services trade publications, and integration partnerships with bodies such as the Equity Release Council and the Consumer Duty Alliance.

Name

Advise Wise

Legal name

Advise Wise Limited

Website

https://advisewise.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Advise Wise is a UK-based fintech platform offering free, whole-of-market sourcing, compliance and CRM tools exclusively to independent financial advisers in the later life lending market, monetising through Mortgage Club lender commissions.

Ownership category

akta.pro rank

Product category

Later Life Mortgage Sourcing Platform

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Fee-Based Advisory (FSAEAAAM)

Keywords

• Later life lending
• Equity release sourcing
• Mortgage advisory platform
• Lifetime mortgage platform
• Financial adviser compliance

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Free adviser platform: Platform is free for advisers to use; revenue generated through Mortgage Club commissions from lenders and referral fees
2. Mortgage Club commissions: Advisers join Mortgage Club for free but the platform earns commissions from lenders when advisers place business through the platform

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Advise Wise operates a free-to-use, whole-of-market sourcing and compliance platform built exclusively for the UK later life lending market. Advisers can search equity release, lifetime mortgage, and retirement interest-only products with integrated medical underwriting, generate instant KFIs via lender APIs, manage cases through an integrated CRM, and complete FCA Consumer Duty-aligned Fact Find and AI-generated Suitability Letters. The company also runs a free Mortgage Club providing exclusive deals, uplifted commissions, and dedicated support.

Product overview

Advise Wise is a unified later life lending platform that combines sourcing, compliance, and client management tools. The core Advise Wise Platform provides whole-of-market product sourcing with integrated medical underwriting, while Quick Quote enables rapid preliminary mortgage checks in three clicks. The Fact Find compliance suite aligns with FCA guidance and Equity Release Council standards. Solicitor Instruction enables one-click specialist referrals, and the integrated CRM stores client details and documents. The Mortgage Club (free to join) provides exclusive deals and higher commissions, complemented by Insights data services and a Referral Hub for specialist partner access. Additional tools include Cost Calculator and Cost of Borrowing Calculator for product comparison, Market Events and News feeds for industry information, Upskill educational content, and an AI-Powered Suitability Letter feature. The platform also offers a Desktop App and serves as the foundation for the broader Advise Wise ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• Advise Wise Plus: Exclusive membership programme for select later life advisers offering uplifted commissions, exclusive products, dedicated industry events and exclusive Upskill content.
• Advise Wise Mortgage Club

Products and services

• Advise Wise Platform Comprehensive later life lending sourcing platform built exclusively for the later life mortgage market, providing whole-of-market product search with integrated medical underwriting, compliance suite (Fact Find and Suitability Letter), CRM, and Mortgage Club integration. Free for advisers.
• Quick Quote Three-click preliminary check tool for lifetime mortgages enabling advisers to quickly check how much a client could release. Designed to start conversations on equity release.
• Fact Find Compliance suite designed with FCA guidance and the Equity Release Council's checklist in mind. Fully customisable and integrated with client case data to help advisers gather relevant information for suitability assessments.
• Solicitor Instruction One-click instruction feature enabling advisers to select and instruct specialist solicitors from the panel directly from a client case without rekeying information, covering later life lending legal services.
• CRM Integrated client relationship management system storing client details and documents in one place. Includes case checklist, appointment logging, document upload, and case status tracking.
• Mortgage Club Free integrated mortgage club providing access to exclusive deals and plans, higher commissions, dedicated one-to-one support, and KFI check and chase service for advisers.
• Insights Data services including customer profiles, product targeting, market research on advisers and customer behaviour, and annuity referral services.
• Referral Hub Network of specialist partners for when clients need additional support beyond later life financial advice. Collection of trusted ancillary specialists to support advisers with specialist services.
• Upskill Educational series including Ask Jane episodes, Equity Release Council webinars, how-to guides, and video content for later life lending adviser professional development, with exclusive Upskill content for Advise Wise Plus members.
• Desktop App Market's first desktop application allowing advisers to access their Advise Wise account directly from desktop in a single click.
• AI-Powered Suitability Letter Industry-first AI-powered suitability letter template using OpenAI ChatGPT for equity release advice documentation, generating professional compliance documentation that advisers can customise and send to clients.

Quantifiable outcome

• 139% increase in later life searches in early 2024 vs December 2023
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability2 records

Feature10 records

Partnerships

25 partnerships are on record, tiered core and supporting.

• Bower Home FinancecoreGTM or Marketing Partner · 1 March 2026Leading later life advisory firm strengthening sourcing partnership with Advise Wise as key customer and channel partner.
• Twenty7teccoreTechnology or Integration · 1 June 2025Integration of Advise Wise into the Twenty7tec sourcing solution, enabling advisers using Twenty7tec to access Advise Wise later life lending products. This partnership helps brokers meet growing demand from older borrowers by providing seamless access to later life lending options within their existing workflow.
• Gilroy Steel SolicitorssupportingTechnology or Integration · 1 May 2025Joined specialist solicitor panel; one-click instruction feature extended to Gilroy Steel Solicitors.
• more2lifecoreTechnology or Integration · 1 April 2025API integration enabling instant KFIs and online application submissions for more2life's product ranges. Advisers can request KFIs and submit applications in just one click from the Advise Wise Platform.
• LV=coreTechnology or Integration · 1 January 2025API integration with LV= for instant KFIs and direct online application submissions. Enhanced experience for Advise Wise members accessing LV= lifetime mortgage products.
• ComentiscoreTechnology or Integration · 1 November 2024Partnership with Comentis, the duty of care assessment company, providing advisers with vulnerability assessment tool accessible directly from Advise Wise accounts. Helps advisers identify clients at risk of vulnerability and document supportive actions for Consumer Duty compliance.
• Canada LifecoreTechnology or Integration · 1 July 2024API integration with Canada Life enabling instant KFIs and online application submissions for Canada Life's product range.
• Countrywide Surveying ServicessupportingTechnology or Integration · 1 June 2024Partnership to enhance survey access for advisers. Primary surveyor information added to product search results on Advise Wise Platform.
• Newbury Building SocietysupportingTechnology or Integration · 1 June 2024Added RIO plans to the Advise Wise Platform.
• Buckinghamshire Building SocietysupportingTechnology or Integration · 1 May 2024Partnership to offer later-life lending products via Advise Wise Platform; RIO plans added.
• Legal & General Home FinancecoreTechnology or Integration · 1 February 2024API integration with Legal & General providing flexible pricing sourcing results and instant KFIs for L&G's product range. Online application submissions also available.
• AvivacoreTechnology or Integration · 1 August 2023API integration with Aviva for instant KFIs and online application submissions. Extended instant KFIs for all Aviva plans enabling KFI requests in less than a minute.
• Responsible Lending (Royal London)coreTechnology or Integration · 1 June 2023API integration for quote requests and instant KFIs for Royal London Equity Release plans.
• Loughborough Building SocietysupportingTechnology or Integration · 1 January 2023Added to later life lending panel providing RIO plans to the Advise Wise Platform.
• entitledtosupportingTechnology or Integration · 1 January 2023Partnership to integrate state benefits calculator into the platform. Free benefits calculator for advisers to check client entitlements.
• Forever LegalsupportingTechnology or Integration · 1 December 2021One-click solicitor instruction feature extended to Forever Legal; advisers can instruct them directly from client case.
• Boyd LegalsupportingTechnology or Integration · 1 December 2021One-click instruction feature; expanded legal hub to Scotland through this partnership.
• Barton LawsupportingTechnology or Integration · 1 December 2021Partner solicitor in the legal hub for specialist later life legal services.
• BirkettssupportingTechnology or Integration · 1 December 2021Partner solicitor in the legal hub for specialist later life legal services.
• Tivoli LegalsupportingTechnology or Integration · 1 December 2021Partner solicitor in the legal hub; Scottish coverage through partnership.
• EquilawsupportingTechnology or Integration · 1 December 2021Partner solicitor in the legal hub.
• Garden Stirling BurnetsupportingTechnology or Integration · 1 December 2021Partner solicitor in the legal hub.
• Moss & Coleman LimitedsupportingTechnology or Integration · 1 December 2021Partner solicitor in the legal hub.
• JustcoreTechnology or Integration · 1 November 2020Instant KFIs extended to Just For You Lifetime Mortgage range. Just sponsored Advise Wise Cost Calculator in 2025.
• Pure RetirementcoreTechnology or Integration · 1 May 2020Instant KFI feature for all Pure Retirement plans. API integration enhancements for accurate live rates and immediate KFIs.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• SimplyBiz: SimplyBiz is a UK mortgage club and compliance support services provider serving thousands of advisers. It overlaps with Advise Wise's Mortgage Club on lender panels, commission arrangements, and adviser support.
• Mortgage Brain: Mortgage Brain is one of the largest UK mortgage sourcing and point-of-sale technology providers. It competes for adviser workflow across mainstream and specialist lending, including segments adjacent to later life.
• Iress: Iress is a global financial technology provider with UK mortgage and wealth software offerings. Its UK mortgage sourcing and advice software competes with Advise Wise for adviser and lender workflow share.
• Trigold (Mortgage Trading Exchange): Trigold provides mortgage sourcing, electronic point-of-sale, and compliance software to UK advisers. It serves a broad adviser base with overlapping functionality to Advise Wise in product sourcing and CRM.

Emerging players

• Openwork Partnership: Openwork is a UK financial advice network with significant later life and equity release propositions. It competes for adviser business in the later life segment, though from a network rather than a software perspective.
• Age Partnership: Age Partnership is a specialist equity release and later life lending advisory firm whose technology originally underpinned Advise Wise. They remain a peer in the later life lending space, focusing on direct-to-customer advice rather than adviser technology.

Direct peers

• Twenty7tec: Twenty7tec is a UK mortgage and protection sourcing platform that provides advisers with live product data and workflow tools. Advise Wise integrates with Twenty7tec but also competes for adviser workflow in the later life lending segment.
• Solution Builder (Mortgage Solutions Ltd): Solution Builder is a UK mortgage sourcing and decisioning platform used by advisers. It overlaps directly with Advise Wise on whole-of-market sourcing, comparison, and case management.
• Knowledge Bank: Knowledge Bank is a UK criteria-search platform for advisers covering specialist lending, including later life and equity release. It competes for adviser workflow around complex lending cases.

Others

• Canada Life UK: Canada Life is a major UK lifetime mortgage provider and an API integration partner of Advise Wise. While not a direct technology competitor, it is a key counterparty and could conceivably develop competing adviser-facing technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/advisewiseHQ

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Advise Wise