Affinity Mortgages

What Affinity Mortgages does

Affinity Mortgages Ltd is an FCA-authorized (FCA No. 598756) independent mortgage broker and financial advisory firm headquartered at 539-543 London Road, Westcliff-on-Sea, Essex, operating within the Affinity Group conglomerate alongside Affinity Specialist Finance, Affinity Protect, Private Banker Finance, and the "Pence and Sensibility" podcast. The firm provides mortgage, insurance, and specialist finance brokerage to a diverse mix of UK consumer and small-business customers, including first-time buyers, home movers, remortgagors, buy-to-let investors, self-employed individuals, limited company directors, and borrowers with adverse credit (CCJs, defaults, IVAs, bankruptcy). It also serves property developers, portfolio landlords, and business owners requiring commercial and development finance. The company works with an unrestricted number of UK lenders to source products across the market.

The core product set spans residential mortgages (first-time buyer, home mover, remortgage, buy-to-let, self-employed, limited company director, second charge, bad credit), specialist finance (bridging, development, commercial, portfolio), and protection/insurance (income protection, life and critical illness, home, private medical, business protection, wills and trusts). Distribution is sales-led and direct-to-consumer via phone, email, and website enquiry, supported by a content marketing footprint including a blog, FAQs, video library, organic social media (Facebook, X, LinkedIn), and podcast. The technology stack is not publicly disclosed and is characterised as a traditional brochure-style website with no API or developer platform.

The business model is commission-based with supplementary advice and arrangement fees. Affinity receives commission from lenders on mortgage arrangements (with lender-specific rates disclosed throughout the customer journey) and may charge fees for advice and arrangement. Will writing services start from £150 depending on complexity. Pricing is quote-based and not publicly listed. The firm is privately held, owner-operated, and shows no external venture or private equity funding, with Jamie Lewis identified as a Director and Ricky Marshall listed in the leadership section. Geographic reach is concentrated in South East England.

Name

Affinity Mortgages

Legal name

Affinity Mortgages Ltd

Website

https://affinity-mortgages.co.uk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Affinity Mortgages is a UK-based FCA-authorized independent mortgage broker and financial adviser serving individual borrowers and small property investors in South East England, with specialist expertise in adverse credit, complex income, and development/commercial finance.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (522310), Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Loan Brokers (6163), Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

akta.pro secondary industries

Commercial Mortgage Brokerage (FSAEAEAB), Non-Qualified Mortgage (Non-QM) & Specialty Product Brokers (FSALABAG)

Keywords

• Mortgage brokerage services
• Residential mortgage advice
• Specialist property finance
• Protection insurance brokerage
• Commercial finance advice

Headquarters

HQ city

Southend-on-sea

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Commission from lenders: Affinity Mortgages receives commission from lenders for mortgage arrangements. Different lenders pay different amounts depending on different commission models. Further details of the commission model, calculation and amount are disclosed throughout the customer journey.
2. Advice and arrangement fees: Fees may be payable for advice and/or arrangement of mortgages. The company is transparent about disclosing fees throughout the customer journey.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Affinity Mortgages is an FCA-authorized independent mortgage broker that arranges residential, buy-to-let, and specialist finance products by sourcing from an unrestricted panel of lenders. The firm also acts as an insurance broker arranging protection products (life, critical illness, income protection, home, private medical, business protection, wills & trusts) through its Affinity Protect division. Services target first-time buyers, home movers, remortgagors, self-employed borrowers, limited company directors, buy-to-let investors, and customers with adverse credit, as well as small business owners seeking commercial finance.

Product overview

Affinity Mortgages operates as an independent mortgage broker, insurance adviser, and commercial loans expert. The core offering consists of residential mortgage products (First Time Buyer, Home Mover, Remortgage, Buy to Let, Self-Employed, Limited Company Director, Second Charge, and Bad Credit Mortgages) complemented by a specialist finance division covering Bridging Loans, Development Finance, Commercial Finance, and Portfolio Finance. Insurance products include Income Protection, Life and Critical Illness Insurance, Home Insurance, Private Medical Insurance, Wills & Trusts, and Business Protection. The company works with an unrestricted number of lenders to provide tailored financial solutions.

Differentiator

Problem solved

Functional benefit

Brands

• Affinity Specialist Finance: Specialist finance solutions including development finance, commercial finance, portfolio finance, and bridging loans
• Affinity Protect

Products and services

• First Time Buyer Mortgages Brokerage service arranging residential mortgage products for individuals purchasing their first home, including options for applicants with bad credit history.
• Home Mover Mortgage Brokerage service arranging mortgage products for individuals moving from one property to another, including variants for those with credit issues such as CCJs.
• Remortgage Brokerage service arranging replacement mortgages, either switching lenders or completing a product transfer with the existing lender.
• Buy to Let Mortgages Brokerage service arranging mortgage products for purchasing properties intended for rental, including limited company structures and adverse-credit variants.
• Self-Employed Mortgage Brokerage service arranging mortgage products tailored for self-employed individuals, including those with variable income or CCJs, who face challenges with standard high-street lenders.
• Limited Company Director Mortgages Brokerage service arranging mortgage products for directors whose income is derived through limited company structures, including adverse-credit scenarios.
• Second Mortgages Brokerage service arranging additional loans secured against a property that rank behind the primary mortgage, including second-home mortgage variants.
• Bad Credit Mortgages Brokerage service arranging mortgage products for applicants with adverse credit history including CCJs, defaults, IVAs, and bankruptcy, with sub-variants for joint applicants, settled CCJs, remortgages, and specific borrower types.
• Bridging Loans Short-term finance solutions typically used to bridge gaps between property transactions, with terms from 1 to 24 months, including auction bridging finance and second-charge bridging loan variants.
• Development Finance Finance solutions for ground-up property development projects, including land purchase and construction costs for property developers.
• Commercial Finance Business lending solutions for business owners, including owner-occupier commercial mortgages, business loans, asset finance, and invoice finance.
• Portfolio Finance Consolidation solutions for property investors with multiple financial products across multiple properties.
• Income Protection Insurance Insurance policies arranged through Affinity Protect that pay a regular income to cover essential outgoings if the policyholder is unable to work due to illness or injury.
• Life and Critical Illness Insurance Insurance arranged through Affinity Protect that provides lump-sum payments upon diagnosis of a serious illness or upon death.
• Home Insurance Insurance arranged through Affinity Protect covering properties against damage from fires, natural disasters, and other unforeseen circumstances.
• Private Medical Insurance Health insurance arranged through Affinity Protect covering inpatient and day-patient treatment, diagnostic tests, and consultant fees.
• Wills & Trusts Will writing and estate planning services to protect the financial futures of loved ones, priced from £150 depending on complexity.
• Business Protection Business insurance arranged through Affinity Protect, including key person cover, shareholder protection, and relevant life cover for companies.

Segments10 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Affinity GroupcoreOthersAffinity Mortgages is part of the Affinity Group of companies, which includes Affinity Specialist Finance, Affinity Protect (insurance), Pence and Sensibility (podcast), and Private Banker Finance. The group operates as a collective of financial services businesses.
• Unrestricted LenderscoreOthersAffinity Mortgages works with an unrestricted number of lenders to find suitable mortgage and finance arrangements. This provides access to a wide range of mortgage products across the market.
• Compliance AdvisersminorImplementation/ SI/ Consulting PartnerThird party compliance advisers used to ensure regulatory obligations are met, particularly in relation to advice given to customers.
• Product SpecialistsminorImplementation/ SI/ Consulting PartnerProduct specialists engaged as needed to support customer needs identified during the advisory process.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SPF Private Clients: UK specialist finance broker offering bridging, development, commercial, and residential mortgages through a whole-of-market lender panel. Closely comparable to Affinity's Affinity Specialist Finance offering and panel-based specialist desks.
• John Charcol: Long-established London-based specialist mortgage broker focused on complex cases, self-employed borrowers, and high-value lending. Comparable to Affinity for its whole-of-market approach and emphasis on non-standard / complex borrower segments.
• London & Country Mortgages: One of the UK's largest whole-of-market mortgage brokers, offering residential, buy-to-let, and remortgage advice across the country. Highly comparable to Affinity's independent, panel-based broker model and core residential mortgage focus.
• Coreco Specialist Mortgage Brokers: UK specialist mortgage broker focused on complex lending including buy-to-let, limited company, adverse credit, and expat borrowers. Highly comparable to Affinity's adverse-credit and limited-company-director specialisms.
• Alexander Hall: London-focused independent mortgage broker offering residential, buy-to-let, and remortgage advice, with a strong London and South East regional footprint. Comparable geographic concentration and target customer base to Affinity Mortgages.
• Habito: UK mortgage broker offering both human-advisor and digital mortgage advice, plus remortgage and buy-to-let products. Directly comparable as a UK mortgage broker targeting the same residential customer base, though with a more tech-led delivery model.

Emerging players

• Trussle: UK online mortgage broker that uses technology to match borrowers with lender products. Comparable product offering (residential, remortgage, buy-to-let) but competes via a digital-first delivery model that contrasts with Affinity's advisor-led approach.
• Moneyfacts: UK financial product comparison service providing mortgage, savings, and insurance data. Comparable as part of the same customer-discovery ecosystem, though not a direct broker competitor; useful for benchmarking Affinity's market positioning.

Broad incumbents

• HSBC UK: Major UK mortgage lender with national distribution and direct-to-consumer mortgage channels. Comparable as both a panel lender for Affinity and an incumbent competitor in the residential and buy-to-let mortgage market.
• Nationwide Building Society: One of the UK's largest mortgage lenders and broadest high-street financial-services brands. Comparable as a major counterparty on Affinity's lender panel and a direct competitor for prime residential mortgage customers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/affinitymortltd?lang=en
• Facebooken-gb.facebook.com/affinitymortgagesessex
• LinkedInlinkedin.com/company/affinity-mortgages

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Affinity Mortgages