Apple Financial Solutions

What Apple Financial Solutions does

Apple Financial Solutions is a privately held UK financial advisory firm founded in 1996 and headquartered at 34 Parkland Avenue, Upminster (RM14 2EX). The firm operates as an Appointed Representative of PRIMIS Mortgage Network, a trading name of Advance Mortgage Funding Ltd, which provides the FCA regulatory authorisation under which Apple Financial conducts business. It employs four staff: three CeMap-qualified Mortgage & Protection Advisors (Tracy Heazel as Company Principal, Kevin Heazel, and Anthony Farrell) and one Mortgage Administrator & General Insurance Specialist (Jasmine Brown). The firm's go-to-market is consultative and sales-led, with customers initiating contact via phone, email, or a website enquiry form, followed by a three-step advisory process of needs assessment, product search, and solution presentation.

The core product offering is mortgage advice across residential, remortgage, buy-to-let, and interest-only products, with per-engagement fees ranging from £250 to £1,000 (typically estimated at £295 for residential and £500 for buy-to-let). Beyond mortgages, the firm offers a protection product suite covering life assurance, critical illness cover, income protection, mortgage payment protection, whole of life, and business protection, alongside general insurance products (buildings, contents, landlord's, and private health care). Protection and insurance revenue is generated through third-party referral arrangements, while mortgage advice is a fee-for-service model. The firm also publishes self-service research tools including a mortgage calculator, mortgage finder, and best-buys comparison table, which function as top-of-funnel content marketing assets.

Apple Financial Solutions serves UK consumers exclusively, targeted across segments including first-time buyers, remortgagors, buy-to-let landlords, and protection/insurance seekers. Distribution is single-geography and single-channel, relying on direct advisory delivery via the PRIMIS network for lender product access and regulatory cover. There is no proprietary technology stack beyond web-based calculators and informational content, no disclosed funding, no acquisitions, no subsidiaries, and no enterprise customers. The business model is that of a small, traditional professional services practice whose scale, economics, and growth profile are constrained by headcount and the structural ceiling of a four-person advisory team.

Name

Apple Financial Solutions

Legal name

Apple Financial Solutions

Website

https://applefinancial.org

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Apple Financial Solutions is a privately held UK mortgage and protection advisory firm founded in 1996, operating from Upminster as an Appointed Representative of PRIMIS Mortgage Network, serving individual UK consumers with mortgage, protection, and general insurance advice via a four-person team.

Ownership category

akta.pro rank

Product category

Mortgage Advisory Services

NAICS

Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Independent Broker-Dealers (Retail Network) (FSAAAAAC)

Keywords

• Mortgage advisory services
• Protection insurance products
• Buy-to-let mortgages
• Financial advisory firm
• Remortgage advice

Headquarters

HQ city

Upminster

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Mortgage Advice Fees: One-time fees charged for mortgage advice services. Residential mortgages estimated at £295, Buy-to-Let mortgages estimated at £500, with a range of £250-£1000 depending on circumstances.
2. Insurance Referral Fees: Third-party referral arrangements for insurance products including buildings, contents, landlord's, private health care, and protection products.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Apple Financial Solutions is a UK-based independent financial advisory firm that provides mortgage, protection, and general insurance advice to individual consumers. The firm searches the whole mortgage marketplace on behalf of clients and offers advisory services across residential mortgages, remortgages, buy-to-let mortgages, life assurance, critical illness cover, income protection, and property/landlord insurance.

Product overview

Apple Financial Solutions is a financial advisory firm offering a comprehensive suite of mortgage, protection, and insurance products. The company operates as an Appointed Representative of PRIMIS Mortgage Network. Their core offerings include four main product categories: Mortgages (covering first-time buyers, remortgages, buy-to-let, and interest-only products), Protection products (life assurance, critical illness cover, income protection, mortgage payment protection, whole of life, and business protection), Insurance (buildings, contents, landlord's, and private health care), and Research Tools (mortgage best buys, mortgage finder, and mortgage calculator). The company provides advisory services with fees ranging from £250-£1000 depending on mortgage type, and is regulated by the Financial Conduct Authority.

Differentiator

Problem solved

Functional benefit

Products and services

• Mortgages Mortgage advisory service covering residential and buy-to-let mortgages, with adviser fees typically ranging from £250 to £1,000 depending on circumstances. Targeted at UK consumers purchasing or remortgaging property.
• First Time Buyer Mortgages Specialised mortgage advice and guidance for first-time buyers navigating their first home purchase.
• Remortgage Remortgage advisory service to help existing homeowners switch to better mortgage deals with different lenders.
• Buy to Let Mortgages Mortgage advice for landlords and property investors purchasing rental properties, typically requiring 20-25% deposits.
• Interest Only Mortgage Interest-only mortgage product advice where only interest is paid monthly, requiring separate arrangements to repay principal at term end.
• Protection Products Advisory service for financial protection products including life assurance, critical illness cover, income protection, and business protection.
• Life Assurance Term life insurance advice providing a lump sum payout if the insured dies during the policy term.
• Critical Illness Cover Insurance advice for policies paying a lump sum upon diagnosis of specified serious illnesses, available standalone or added to life assurance.
• Income Protection Insurance advice for policies that pay a regular income if the policyholder cannot work due to accident or illness, continuing until retirement age.
• Mortgage Payment Protection Insurance advice for policies ensuring continued mortgage and related expenditure payments if income is lost.
• Whole of Life Life assurance advice for policies that pay out whenever the insured dies, providing guaranteed payout.
• Business Protection Insurance advice covering businesses against the financial impact of death or critical illness of key personnel.
• Insurance Products General insurance advisory and referral service for buildings, contents, landlord's, and private health care insurance policies.
• Buildings Insurance Insurance covering property against fire, floods, subsidence, fixed fittings, garages, and outbuildings.
• Contents Insurance Insurance covering loss or damage to home contents including furniture, electrical goods, and personal belongings.
• Landlord's Insurance Specialised insurance for rental properties covering buildings, contents, loss of rent, and legal liability for landlords.
• Private Health Care Insurance Private health insurance offering access to medical treatment at over 200 quality-assured facilities throughout the UK.

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• PRIMIS Mortgage NetworkcoreChannel Partner/ Reseller/ DistributorApple Financial Solutions is an Appointed Representative of PRIMIS Mortgage Network, a trading name of Advance Mortgage Funding Ltd. Advance Mortgage Funding Ltd is authorised and regulated by the Financial Conduct Authority. PRIMIS provides access to mortgage products, regulatory framework, and handles formal complaints processing.

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Direct peers

• Better.co.uk: UK online mortgage broker providing residential and buy-to-let advice. Comparable in whole-of-market search model and retail borrower customer base.
• Habito: UK online mortgage broker offering whole-of-market residential and buy-to-let mortgage advice. Directly comparable to Apple Financial Solutions in product scope, target customers (retail borrowers), and intermediary business model.
• Mojo Mortgages: UK online mortgage broker offering whole-of-market mortgage search and advice. Directly comparable in residential mortgage focus and intermediary role, though with stronger digital positioning.
• L&C Mortgages: Established UK direct mortgage broker providing whole-of-market mortgage and protection advice. Comparable in independent intermediary positioning, fee-based model, and retail customer focus.
• John Charcol: Long-established UK independent mortgage broker serving borrowers with complex needs. Comparable in whole-of-market advisory model, fee-based advice, and retail customer focus.
• Mortgage Advice Bureau: UK mortgage broker network offering residential, buy-to-let, and protection advice through local advisers. Comparable in customer segment, product range, and adviser-led delivery model.

Broad incumbents

• Moneyfacts: UK financial data and comparison provider for mortgages, savings, and insurance. Comparable as an information source for consumers comparing mortgage products, but operates as a publisher rather than an adviser.
• Openwork Partnership: Large UK financial adviser network supporting mortgage, protection, and wealth advisers. Comparable in the appointed-representative distribution model and product breadth, though much larger scale.

Emerging players

• Haysto: UK specialist mortgage broker focused on self-employed and complex-income borrowers. Overlaps with Apple Financial Solutions in the mortgage intermediary space but targets a specialist niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/FinancialApple
• Facebookfacebook.com/applefinancialsolutions

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Apple Financial Solutions