IMH
IMH is a UK mortgage broker and remortgage specialist operating as a trading name of The New Homes Group Limited. It delivers telephone and video-based mortgage advisory—including remortgaging, rate switching, and Help to Buy guidance—to thousands of UK residential customers annually, with access to 60+ lenders.
- Company typePrivate
- Founded-
- HeadquartersPeterborough, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What IMH does
IMH (Independent Mortgage Helpline) operates as a UK mortgage broker and remortgage specialist, functioning as a trading name of The New Homes Group Limited, a private limited company headquartered in Colchester with a main office in Peterborough. The company delivers telephone and video-based mortgage advisory services to UK residential mortgage customers, with a primary focus on existing customers of its sister brands (New Homes Mortgage Helpline, TORC24, New Homes Mortgage Scotland, Stan Collins & Co) within the broader New Homes Group. IMH does not operate as a technology company; it is a professional services intermediary that leverages access to over 60 UK mortgage lenders and thousands of mortgage products to source and arrange deals for customers.
The core service portfolio centers on remortgaging and rate switching, supplemented by adjacent advisory modules including Help to Buy equity loan guidance (both retention and repayment), additional borrowing, debt consolidation, and moving home mortgage advice. Protection products—life insurance, critical illness cover, income protection, and home insurance—are offered as complementary services. The platform architecture is conventional: remote advisory via phone and video, supported by website calculators (borrowing capacity, stamp duty) and email/web contact channels. There is no proprietary technology stack or AI capability disclosed; the value proposition is anchored in human advisers with regulatory authorization through Connells Limited (FCA Register number: 302221).
The business model is primarily fee-based professional services revenue. IMH generates revenue through mortgage advisory and arrangement fees, while Lifetime Loyalty Programme members receive services at no charge, creating a retention mechanism that anchors long-term engagement and cross-sell opportunities. The company supplements acquisition with a £100 Recommend a Friend referral incentive. Distribution is exclusively remote (no physical branches), with proactive customer outreach conducted several months before mortgage product expiry. IMH serves thousands of customers annually as part of The New Homes Group, which has placed over £17 billion in lending across its mortgage brands since 2020.
IMH firmographics
Firmographics- Name
- IMH
- Legal name
- The New Homes Group Limited
- Website
- https://imhelpline.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- IMH is a UK mortgage broker and remortgage specialist operating as a trading name of The New Homes Group Limited. It delivers telephone and video-based mortgage advisory—including remortgaging, rate switching, and Help to Buy guidance—to thousands of UK residential customers annually, with access to 60+ lenders.
- Ownership category
- akta.pro rank
Where IMH is headquartered
LocationHeadquarters
- HQ city
- Peterborough
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
IMH business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Mortgage Advisory and Arrangement Fees: IMH generates revenue through fees charged for mortgage advisory and arrangement services. Loyalty Membership customers receive the service at no charge. Non-loyalty members may incur fees, which are explained before proceeding with services.
- Referral Fees: IMH pays existing customers £100 when they recommend a friend, colleague or family member who completes a mortgage through the company.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Lifetime Loyalty Programme - Free mortgage reviews for life |
| Other | Pay-as-you-go | Non-Loyalty Customers - Fee-based service |
| Other | Pay-as-you-go | Referral Reward - £100 per completed mortgage referral |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
IMH product offering
Product offeringCore offering
IMH is a UK mortgage brokerage that arranges remortgages, rate switches, and related mortgage advisory services for individual consumers. Operating as a trading name of The New Homes Group Limited, it provides telephone- and video-based advice with access to over 60 lenders, complemented by a Lifetime Loyalty Programme offering free reviews to existing customers and sister-brand customers.
Product overview
IMH (Independent Mortgage Helpline) operates as a UK mortgage broker and remortgage specialist, providing a suite of interconnected mortgage advisory and arrangement services. The core offering centers on remortgaging and rate switching, supported by specialized modules for moving home, additional borrowing, debt consolidation, and Help to Buy advisory services. The company offers insurance services as a complementary protection product. IMH operates a Lifetime Loyalty Programme offering free ongoing reviews for members, alongside a Recommend a Friend referral scheme. The service model is telephone and video-based, delivered by over 500 advisers, with access to over 60 lenders and thousands of mortgage products across the market. IMH is part of The New Homes Group, the UK's leading new homes specialist.
Differentiator
Problem solved
Functional benefit
Products and services
- Remortgage Service Primary service that helps UK residential mortgage customers switch their mortgage from one lender to another to secure better deals. Includes market-wide mortgage research, application support, legal work coordination, and ongoing adviser guidance.
- Rate Switch Service for switching to a new mortgage rate with the customer's current lender, comparing the lender's own offers against the broader market to ensure the best deal is secured.
- Mortgage Review Comprehensive review service for customers approaching the end of their mortgage deal or Help to Buy equity loan anniversary, providing tailored advice on remortgaging, rate switching, and Help to Buy decisions.
- Moving Home Mortgage Advice Specialist advice and support for customers moving home, including borrowing capacity calculations, deposit requirements, equity calculations, lender pre-approval, and full mortgage application submission.
- Additional Borrowing Service enabling customers to release equity from their property by increasing their mortgage amount, typically used for home improvements, extensions, or deposits on additional properties.
- Debt Consolidation Service allowing customers to consolidate unsecured debts such as loans, credit cards, and store cards into their mortgage to reduce monthly outgoings and access lower interest rates.
- Help to Buy Advisory Specialist guidance for customers with Help to Buy equity loans, including advice on whether to retain or repay the loan given that the loan's value is tied as a percentage to property appreciation.
- Retaining Help to Buy Advisory service for customers choosing to defer Help to Buy loan repayment, explaining how delaying repayment increases the amount owed as the loan is tied to property value percentage.
- Repaying Help to Buy Guidance service helping customers understand their options and plan for repaying their Help to Buy equity loan, tailoring repayment strategies to individual circumstances.
- Insurance Services Protection products including life insurance, critical illness insurance, income protection, and home insurance, explained and arranged by specialist advisers to protect customers and their properties.
- Lifetime Loyalty Programme Membership programme offering free mortgage and protection reviews for life, available to existing IMH customers and customers of sister brands (New Homes Mortgage Helpline, TORC24, New Homes Mortgage Scotland, Stan Collins & Co) with no renewal fees.
Companies that use IMH
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
IMH technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
IMH partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, major and minor.
- The New Homes GroupcoreIMH is a trading name of The New Homes Group Limited, the UK's leading new homes specialist. The group is responsible for placing over £17 billion worth of lending through their Mortgage Service brands since 2020. IMH focuses on remortgages and mortgage reviews for existing customers of group brands.
- Connells LimitedcoreThe New Homes Group Limited is an appointed representative of Connells Limited, which is authorised and regulated by the Financial Conduct Authority (FCA Register number: 302221). Connells provides regulatory oversight for IMH's mortgage and non-investment insurance activities.
- New Homes Mortgage HelplinemajorSister mortgage brand that refers existing mortgage customers to IMH for remortgage services. Customers of New Homes Mortgage Helpline are automatically eligible for IMH's Lifetime Loyalty Programme.
- TORC24majorSister mortgage brand that refers existing mortgage customers to IMH for remortgage services. Customers of TORC24 are automatically eligible for IMH's Lifetime Loyalty Programme.
- New Homes Mortgage ScotlandmajorSister mortgage brand that refers existing mortgage customers to IMH for remortgage services. Customers of New Homes Mortgage Scotland are automatically eligible for IMH's Lifetime Loyalty Programme.
- Stan Collins & ComajorSister mortgage brand that refers existing mortgage customers to IMH for remortgage services. Customers of Stan Collins & Co are automatically eligible for IMH's Lifetime Loyalty Programme.
- UK Government - Help to Buy SchemecoreIMH provides specialist advice for customers with Help to Buy equity loans, helping them understand options for retaining or repaying government loans. The scheme launched in April 2013 and provides up to 20% equity loans interest-free for first five years.
- 60+ Mortgage LenderscoreIMH has access to over 60 mortgage lenders across the UK market, enabling them to source and compare the best mortgage deals for customers. Includes access to customers' current lender rate switch deals.
- EACH (East Anglia's Children's Hospices)minorIMH is proud to support EACH, a children's hospice charity in East Anglia.
- Funding NeurominorIMH is proud to support Funding Neuro, a charity focused on neurological research.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
IMH competitors and assessment
Company assessmentDirect peers
- London & Country Mortgages: One of the UK's largest independent mortgage brokers, offering whole-of-market remortgage and purchase mortgage advice via telephone and online channels. Directly comparable to IMH in target customer, advisory model, and lender access strategy.
- Trussle: UK online mortgage broker focused on remortgaging and switching, with automated lender matching and adviser support. Directly comparable to IMH's remortgage focus and consumer target segment.
- Habito: UK digital mortgage broker and remortgage specialist offering online advice and lender comparison. Directly comparable as a UK-based mortgage broker serving consumers seeking remortgage and purchase advice, though with a more technology-led delivery model.
- Private Finance: UK independent mortgage broker providing whole-of-market remortgage and purchase advice, with a strong digital lead generation engine. Comparable to IMH in product offering and target customer, with a more digital-led acquisition approach.
- SPF Private Clients: UK whole-of-market mortgage broker offering advised mortgage and protection products via telephone and face-to-face channels. Comparable to IMH in business model, lender panel breadth, and consumer advisory approach.
- Mortgage Advice Bureau: UK mortgage broker network offering advised mortgage and protection products across a large panel of lenders. Comparable to IMH in business model and product offering, with a similar whole-of-market positioning targeting residential borrowers.
- John Charcol: Long-established UK mortgage broker specialising in complex remortgages and high-net-worth borrowers with whole-of-market lender access. Comparable to IMH in remortgage focus and advisory-led distribution.
- Better.co.uk: UK online mortgage broker offering whole-of-market remortgage and home purchase advice via digital channels. Comparable to IMH in customer segment and remortgage specialism, though with a technology-first delivery model.
Emerging players
- Tembo: UK mortgage broker and advice platform with growing remortgage and home-purchase offerings, often with a tech-forward proposition. Comparable to IMH in customer segment but with a younger, more digital orientation.
Broad incumbents
- Connells Group: Large UK estate agency and financial services group, of which Connells Limited is the FCA-authorised principal for IMH. Comparable as the regulatory umbrella and broader mortgage distribution context in which IMH operates, though much larger and broader in scope.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
IMH social profiles
Digital presenceIMH compliance and trust
Trust signalCompliance1 record
IMH financial estimates
Financial estimateRevenue estimate
Valuation estimate
IMH leadership team
Management profileNumber of profiles
Profiles4 records
IMH funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IMH 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 IMH
What does IMH do?
IMH is a UK mortgage brokerage that arranges remortgages, rate switches, and related mortgage advisory services for individual consumers. Operating as a trading name of The New Homes Group Limited, it provides telephone- and video-based advice with access to over 60 lenders, complemented by a Lifetime Loyalty Programme offering free reviews to existing customers and sister-brand customers.
Is IMH a public or private company?
IMH is a private company. It is classified as corporate owned and is currently operating.
When was IMH founded?
IMH was founded in -1. It employs 51 to 100 people.
Where is IMH based?
IMH is headquartered in Peterborough, United Kingdom, in the Europe region.
How does IMH make money?
Two revenue lines are on record. Mortgage Advisory and Arrangement Fees are the primary driver. The others are referral Fees.
Who are IMH's main competitors?
Direct peers on record are London & Country Mortgages, Trussle, Habito, Private Finance, SPF Private Clients, Mortgage Advice Bureau, John Charcol and Better.co.uk. Tembo is listed as an emerging player. Connells Group is listed as a broad incumbent.
Does IMH have an API?
No public API is recorded for IMH.