Aitana Financial Services

What Aitana Financial Services does

Aitana Financial Services is a UK-based financial advisory practice operating as a trading name of Kevin Paul Manktelow. Founded in 1993 and headquartered in Whitstable, Kent, the practice is an appointed representative of The Openwork Partnership, one of the UK's largest financial advice networks with over 4,500 advisers and more than 700 appointed representatives. The firm delivers regulated mortgage, protection, and financial planning advice to individual consumers across the United Kingdom, with additional offices in Taunton, Somerset, and Faversham, Kent.

The practice operates a traditional sales-led advisory model with no proprietary technology platform disclosed. It draws on industry-standard lender systems and financial planning tools to deliver advice across mortgages (residential purchase, remortgage, buy-to-let, first-time buyer, self-employed, joint borrower), pensions (self-employed plans, drawdown, annuities, tracing), protection products (life, critical illness, income protection, buildings and contents), investment advisory (Junior ISAs, investment bonds, asset allocation education), and estate planning (wills, trusts, lasting powers of attorney, inheritance tax mitigation). Lead generation is anchored on referrals from satisfied clients, supplemented by a content-marketing layer comprising the firm's website, a monthly newsletter, and an educational podcast series.

The business earns revenue through commissions paid by lenders and product providers when mortgages and other financial products are arranged on behalf of clients. The practice explicitly does not charge upfront fees for initial consultations, and ongoing support and annual reviews are positioned as part of the service. There is no evidence of external venture funding, acquisitions, or material ownership changes; the practice remains a sole proprietorship under Kevin Paul Manktelow, operating within the broader Openwork distribution and compliance infrastructure since 2002.

Name

Aitana Financial Services

Legal name

Kevin Paul Manktelow

Website

https://aitana.co.uk

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Aitana Financial Services is a UK-based financial advisory practice offering mortgage, pension, investment, protection, and estate planning advice to individual consumers nationwide. Founded in 1993, it operates as an appointed representative of The Openwork Partnership network.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Investment Advice (6282), Loan Brokers (6163), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Fee-Based Advisory (FSAEAAAM)

Keywords

• Mortgage advisory services
• Financial planning advice
• Pension advisory services
• Protection insurance products
• Estate planning advice

Headquarters

HQ city

Borden

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Commission from lenders: The firm earns commission from arranging mortgages and financial products through lenders and insurance providers. Advisers are paid through the lender when arranging mortgages, with no upfront fees charged to clients for initial consultations.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Aitana Financial Services is a UK-wide financial advisory practice that arranges residential and buy-to-let mortgages, remortgages, product transfers and first-time buyer lending, alongside financial planning covering personal and self-employed pensions, pension drawdown/savings, savings and investments, protection/insurance (life, critical illness, income protection, buildings and contents), and estate planning including wills, trusts and powers of attorney. Advice is delivered by qualified advisers employed by Practice Principal Kevin Paul Manktelow, operating under The Openwork Partnership network, with no upfront fee charged to clients and advisers compensated via lender and provider commissions.

Product overview

Aitana Financial Services is a financial advisory firm offering a comprehensive suite of services organized around two core pillars: mortgage advisory and broader financial planning. The mortgage offering spans residential purchase mortgages (including first-time buyer, self-employed, and joint borrower products), remortgages, buy-to-let mortgages, and home mover mortgages. The financial planning arm covers pension planning (including self-employed pensions and pension freedoms), investment advisory, estate planning, and protection products. All services are delivered through advisers operating under The Openwork Partnership network. The company was established in 1993 and covers the whole of the UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Mortgage Advisory Core mortgage broking service covering residential purchase mortgages, remortgages and product transfers, searching across an extensive panel of lenders to find deals matching the client's circumstances. Targeted at UK consumers buying or refinancing residential property.
• Remortgage Advice Advisory service for clients remortgaging when fixed-rate deals end, including product transfers and equity release options. For existing UK homeowners reviewing their current mortgage arrangements.
• Home Mover Mortgages Mortgage advisory for existing homeowners moving to a new property, including porting of existing mortgage deals. For UK home movers transitioning their borrowing to a new property.
• Buy to Let Mortgages Specialist landlord mortgage products for purchasing or remortgaging rental properties, including portfolio landlord financing. For UK landlords and property investors.
• Buy to Let First Time Landlord Advice Guidance for first-time landlords entering the buy-to-let market, covering eligibility, affordability assessments and property types. For individuals new to landlord lending.
• First Time Buyer Joint Mortgage Joint mortgage advisory for first-time buyers purchasing with partners, friends or family members. For first-time buyers applying jointly.
• Joint Borrower Sole Proprietor Mortgage Specialist mortgage where a supporter (typically a parent) helps with affordability but is not named on the property deeds, avoiding additional stamp duty. For families helping first-time buyers on to the ladder.
• Agreement in Principle Initial mortgage eligibility assessment showing borrowing capacity, also known as Decision in Principle or Mortgage in Principle. For prospective buyers preparing to house hunt.
• Self-Employed Mortgage Advice Mortgage advisory for self-employed first-time buyers, including sole traders and limited company directors, using SA302 documents and business accounts. For self-employed individuals applying for a residential mortgage.
• Pension Plans for the Self-Employed Pension planning tailored for self-employed individuals who lack employer pension contributions, maximising tax relief benefits. For sole traders, partners and limited company directors without workplace pensions.
• Pensions Advisory Comprehensive pension advisory covering defined benefit, defined contribution, personal pensions and SIPPs, with retirement planning support. For UK consumers across working life and pre-retirement.
• Pension Savings / Drawdown Advice Guidance on accessing pension savings through pension freedoms, including annuities, flexi-access drawdown and uncrystallised fund pension lump sums. For individuals approaching retirement.
• Pension Tracing Service to locate lost or forgotten pension pots from previous employment, using government pension finder tools and provider correspondence. For individuals consolidating old workplace pensions.
• Savings and Investment Advice Investment advisory including Junior ISAs, Child Trust Funds, investment bonds, personal pensions and National Savings & Investments products for clients' and children's financial planning. For UK consumers building long-term savings.
• Estate Planning Advice Inheritance tax planning including wills, trusts, lasting powers of attorney and strategies to minimise IHT liability. For individuals managing intergenerational wealth transfer.
• Investment Principles Guidance Education on investment fundamentals including asset classes (cash, equities, property, fixed interest securities), risk profiles and the financial advisory process. For clients building investment knowledge.
• Protection Insurance Advice Protection products including buildings and contents insurance, critical illness cover, income protection, life insurance and mortgage payment protection insurance. For individuals and homeowners safeguarding their financial position.
• Financial Planning Holistic financial advisory covering savings, investments, pensions, insurance, mortgages, tax planning and retirement planning at various life stages. For individuals and households seeking whole-of-life financial planning.

Segments6 records

Ideal customer profiles6 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.

• The Openwork PartnershipcoreChannel Partner/ Reseller/ Distributor · 1 January 2002Aitana Financial Services is a trading name of Kevin Paul Manktelow and operates as an appointed representative of The Openwork Partnership, a trading style of Openwork Limited. The Openwork Partnership is one of the UK's largest Financial Advice networks with over 4,500 advisers and 700+ appointed representatives. Aitana has been part of The Openwork Partnership since 2002. The Openwork Partnership is authorised and regulated by the Financial Conduct Authority.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• The Openwork Partnership: Parent network of which Aitana is an appointed representative. Operates one of the UK's largest financial advice networks with 4,500+ advisers and 700+ ARs, providing the platform, compliance, and lender panel access that Aitana relies on.
• Evelyn Partners (formerly Tilney): UK wealth management and professional services group offering investment management, financial planning, and tax advice to individuals and families. Comparable holistic advisory proposition at greater scale.
• Charles Stanley: UK wealth manager and financial adviser providing portfolio management, pension, and investment planning services to individuals. Comparable in financial planning focus though heavier on discretionary portfolio management.
• Quilter (formerly Old Mutual Wealth): UK wealth manager with a national adviser network offering investment, pension, and protection advice. Overlaps with Aitana's holistic financial planning proposition at significantly larger scale.
• St. James's Place: UK's largest wealth manager with a partner-led advice model serving HNW and mass-affluent clients across investments, pensions, and advice. Comparable in offering breadth but at vastly greater scale and with proprietary funds.
• Lighthouse Group: UK financial adviser network providing platform, compliance, and lender access to hundreds of appointed representatives offering mortgages, investments, and pensions — structurally similar to Aitana's Openwork relationship.
• Succession Wealth: UK national financial planning firm with a large adviser base offering pensions, investments, mortgages, and estate planning — closely comparable multi-product advisory model to Aitana.

Direct peers

• Mortgage Advice Bureau: UK mortgage broker and adviser network offering similar residential and buy-to-let mortgage advice through a national AR model. Direct competitor in the mortgage intermediation channel Aitana serves.
• Whitechurch Securities: UK financial adviser network offering restricted advice on investments, pensions, mortgages, and protection through appointed representatives — directly comparable advisory model to Aitana.

Emerging players

• Habito: UK digital mortgage broker and adviser offering online mortgage sourcing and advice. Represents the digital-first competitive threat to traditional adviser-led mortgage practices like Aitana.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Aitana Financial Services