What The Association of Mortgage Intermediaries does

The Association of Mortgage Intermediaries (AMI) is the leading UK trade body representing mortgage and insurance intermediary firms. Structured as a company limited by guarantee (Companies Act registration number 7982341), AMI operates from Stratford-upon-Avon, Warwickshire, and is governed by a 19-member Board with constituency-based representation across adviser, regional firm, national firm, network, club, and secured-loan segments. The organisation's primary function is regulatory advocacy: it responds to FCA, HMT, and government consultations, publishes formal position papers, and represents the intermediary voice in policy decisions affecting residential mortgage and related general insurance, life, and health protection distribution.

AMI delivers value through three membership tiers: corporate membership for advisory firms not tied to a single lender, associate membership for lenders and product providers with pricing tied to lending volume, and affiliate membership for support service firms (technology, lead generation, conveyancing, sourcing systems). Member-facing assets include the AMI Viewpoint research programme (including the annual Protection Viewpoint drawing on 3,000-adult consumer insights), a factsheets library, Consumer Duty compliance guidance, and consultation responses. Strategic initiatives extend AMI's footprint beyond traditional regulatory advocacy into diversity and inclusion (Working in Mortgages, co-developed with IMLA) and green finance (Green Mortgage Advice, with MCAG and the Green Finance Institute), both launched in October 2022. Industry events — the Annual Dinner, Later Life Lending Summit (with the Equity Release Council), and recurring webinars — supplement revenue and reinforce member engagement.

There is no proprietary technology product; AMI is an information, advocacy, and convening organisation rather than a software or platform business. Documented lobbying outcomes include saving the mortgage intermediary sector over £250m through FSCS intervention, securing FCA concessions on ARs/IARs data submission deadlines, removing consumer BTL fees, and preserving commission as a remuneration option. International engagement is conducted through BIPAR at the European level.

Name

The Association of Mortgage Intermediaries

Legal name

The Association of Mortgage Intermediaries Limited

Website

https://a-m-i.org.uk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

The Association of Mortgage Intermediaries (AMI) is the UK trade body representing mortgage and insurance intermediary firms, providing regulatory advocacy, policy consultation responses, and compliance guidance to corporate advisory members, lenders, and affiliate service providers across the intermediated mortgage sector.

Ownership category

akta.pro rank

Product category

Financial Services Trade Association

NAICS

Mortgage and Nonmortgage Loan Brokers (522310), Insurance Agencies and Brokerages (52421)

SIC

Loan Brokers (6163), Services-Membership Organizations (8600)

akta.pro primary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

akta.pro secondary industries

Personal Loan & Unsecured Credit Intermediation (FSAEAEAM), Mortgage & Loan Introducers (Residential & Commercial) (FSAEAMAA)

Keywords

• Mortgage intermediary representation
• Industry trade association
• Regulatory policy advocacy
• Professional membership services
• Financial services compliance

Headquarters

HQ city

Milton Keynes

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Membership fees: AMI generates revenue through corporate membership fees from mortgage advisory firms and associate/affiliate membership fees from lenders, product providers, and support service companies. The price of associate membership is dependent on the level of lending conducted in the last company year.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

The Association of Mortgage Intermediaries (AMI) is a UK trade body that represents mortgage and protection intermediaries (brokers, networks, and advisory firms) before regulators, government, and industry stakeholders. It is constituted as a company limited by guarantee and operates as a non-profit member association funded by membership fees, delivering policy advocacy, regulatory guidance, and member support services.

Product overview

The Association of Mortgage Intermediaries (AMI) is a trade body, not a software product company. AMI operates as a membership organization providing advocacy, research, and guidance services to mortgage and insurance intermediary firms. The core offering consists of membership services combined with an array of member resources including the AMI Viewpoint research publications, Protection Viewpoint annual reports, factsheets on regulatory topics, Consumer Duty guidance, and consultation responses. AMI also facilitates professional development through events including the annual AMI Dinner, Later Life Lending Summit (with ERC), and Protection Viewpoint launch events. Strategic initiatives include Working in Mortgages (D&I platform with IMLA) and Green Mortgage Advice (environmental knowledge platform with MCAG and GFI), both launched October 2022 and freely accessible beyond membership. The organization does not offer software products or technical platforms but provides informational resources and industry events to its member firms.

Differentiator

Problem solved

Functional benefit

Brands

• Working in Mortgages: A not-for-profit website focused on developing Diversity and Inclusion in the mortgage industry, offering resources on career development, codes of conduct, leadership and more. Brought to AMI in collaboration with IMLA.
• Green Mortgage Advice

Products and services

• Trade body membership Annual membership for UK mortgage and protection intermediary firms, providing access to regulatory representation, policy advocacy, member events, and industry intelligence.
• Viewpoint reports and Factsheets
• Industry events and conferences

Quantifiable outcome

• Saved the mortgage intermediary sector over £250m through FSCS lobbying (taking protection income out of the pensions pot)
• +6 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core, major and supporting.

• Equity Release CouncilcoreStrategic or Co-development Partner · 1 October 2024AMI and the Equity Release Council collaborate on the Later Life Lending Summit, which brings together industry stakeholders to address later life lending issues. They have published a joint statement 'From Designing to Delivering the Future: From Summit to Shared Commitment' setting out a coordinated roadmap for progress. The collaboration focuses on adviser education, structured referral models, regulatory engagement, transparency, and responsible use of technology.
• Intermediary Mortgage Lenders Association (IMLA)coreStrategic or Co-development Partner · 1 October 2022AMI and IMLA jointly developed WorkinginMortgages.org.uk, a not-for-profit website focused on developing Diversity and Inclusion in the mortgage industry. The platform offers resources on career development, codes of conduct, leadership and mentoring. The website was co-developed by volunteers working throughout the industry and continues to grow as the D&I conversation evolves.
• Mortgage Climate Action Group (MCAG)coreStrategic or Co-development Partner · 1 October 2022AMI collaborated with MCAG and the Green Finance Institute to establish greenmortgageadvice.uk. MCAG helps intermediaries understand and address green issues involved in mortgage applications and ensures advisers' interests are represented among lenders, regulators, trade bodies, and government institutions. Founding partners include Legal & General, Sesame Bankhall Group, and SimplyBiz Mortgages, joined by HLPartnership, Mortgage Intelligence, PRIMIS Mortgage Network, The Openwork Partnership, and Paradigm Mortgage Services.
• Green Finance Institute (GFI)coreStrategic or Co-development Partner · 1 October 2022AMI collaborated with MCAG and GFI to establish greenmortgageadvice.uk. The GFI was established in 2019 in response to a policy recommendation by the Green Finance Taskforce. GFI is supporting the production of a Brokers' Handbook on green home retrofit and technologies, to be freely accessible via the Green Mortgage Advice website as a live document.
• Association of Finance Brokers (AFB)majorStrategic or Co-development PartnerAFB represents brokers responsible for approximately 75% by volume and value of secured loans in the intermediary channel. AFB has 1 place on the AMI Board. The AFB aims to promote the interests of the secured loans industry in a constructive way that connects regulators and lawmakers with the front line of the secured loans market.
• BIPAR (European Insurance and Reinsurance Federation)supportingGTM or Marketing PartnerAMI engages in Europe through BIPAR, representing the interests of UK mortgage intermediaries at the European level and staying connected with international regulatory developments.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• UK Finance: The largest UK financial-services trade body, formed from the merger of the Council of Mortgage Lenders, the British Bankers' Association and other bodies. It covers mortgage lending, banking and consumer credit, giving it overlapping but much broader remit than AMI's intermediary-specific focus.
• Building Societies Association: Trade body for UK building societies, many of which are major associate members of AMI and distribute through intermediaries. BSA operates a parallel membership-and-policy-influence model but from the lender/institution side rather than the intermediary side.
• Personal Finance Society (PFS): The professional membership body for personal finance advisers in the UK, part of the Chartered Insurance Institute group. PFS offers a parallel proposition (membership, standards, professional development) overlapping AMI's adviser constituency, particularly on compliance and qualification matters.

Direct peers

• Equity Release Council: Trade body for the later-life lending / equity release sector in the UK. It co-hosts AMI's Later Life Lending Summit and issues joint policy statements, and has an analogous membership-and-policy-influence model targeted at a narrower sub-segment of mortgage advice.
• British Insurance Brokers' Association (BIBA): UK trade body for insurance intermediaries. AMI explicitly covers general insurance and life & health insurance advice sold alongside mortgages, making BIBA the closest functional analogue for the insurance half of AMI's remit.
• Association of Finance Brokers (AFB): Trade body representing secured-loans brokers (~75% by volume and value of secured loans in the intermediary channel) with a seat on the AMI Board. Operates as a sub-constituency within the AMI ecosystem and is the closest niche analogue to AMI's broader remit.
• Intermediary Mortgage Lenders Association (IMLA): UK trade body representing mortgage lenders that distribute via intermediaries. IMLA is AMI's closest co-equal counterpart on the lender side, and the two already co-develop initiatives (Working in Mortgages), making it the most structurally comparable peer despite serving the opposite side of the broker–lender relationship.

Emerging players

• National Association of Commercial Finance Brokers (NACFB): UK trade body for commercial finance brokers. While AMI is residential-mortgage focused, NACFB provides a structurally similar membership-and-advocacy model in an adjacent commercial-credit intermediation niche, making it a relevant peer for benchmarking operating design.

Regional players

• BIPAR (European Insurance and Reinsurance Federation): European-level federation representing insurance intermediaries, with which AMI actively engages for cross-border regulatory coordination. Comparable in function to AMI but at the EU level rather than the UK level.

Others

• Mortgage & Protection Unbiased: Industry information and consumer-facing intermediary directories operating in the same UK mortgage and protection advice space as AMI's constituency. Adjacent rather than directly competitive, but shares the same audience and serves as a channel-ecosystem peer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/association-of-mortgage-intermediaries

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 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 The Association of Mortgage Intermediaries