What Asset Mortgage Solutions does

Asset Mortgage Solutions is a UK-based independent, whole-of-market mortgage brokerage founded in 2005 and headquartered in Abergavenny, Wales. The firm is authorized and regulated by the Financial Conduct Authority (firm reference number 418144) and operates across England, Scotland, Wales, and Northern Ireland, advising individual customers on residential mortgages, remortgages, and niche segments such as self-build and equity release. Its distribution model is anchored in CeMAP-qualified advisors supported by an introducer/developer portal that has sustained 16-year recommending relationships with leading UK house builders.

Name

Asset Mortgage Solutions

Legal name

Asset Mortgage Solutions

Website

https://assetmortgagesolutions.co.uk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Asset Mortgage Solutions is a UK-based, FCA-regulated whole-of-market mortgage brokerage founded in 2005, advising individual customers across the UK via CeMAP-qualified advisors, with insurance and niche mortgage products and a developer/introducer partnership channel.

Ownership category

akta.pro rank

Product category

Independent Mortgage Brokerage & Advisory Services

NAICS

Mortgage and Nonmortgage Loan Brokers (522310), Mortgage and Nonmortgage Loan Brokers (52231), Real Estate Credit (522292)

SIC

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

akta.pro primary industry

Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)

akta.pro secondary industry

Mortgage & Loan Introducers (Residential & Commercial) (FSAEAMAA)

Keywords

• Independent mortgage brokerage
• Whole-of-market mortgage advice
• Residential mortgage advisory
• Buy-to-let mortgage broker
• Equity release advice

Headquarters

HQ city

Abergavenny

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Lender Commission: Asset Mortgage Solutions provides mortgage advisory services free of charge to customers. The company generates revenue through commission payments from lenders when a mortgage application completes. This commission is paid by the lender and does not add cost to the customer.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Asset Mortgage Solutions is an independent, whole-of-market mortgage brokerage that provides free mortgage advice across the UK, helping customers secure residential, buy-to-let, new build, self-build, and remortgage products from over 10,000 deals available from hundreds of lenders. The firm also advises on equity release, capital raising, and protection products (life assurance, critical illness cover, home and payment protection), coordinating the full process from initial advice through application to completion. The service is free to customers and funded by commissions paid by lenders on completion.

Product overview

Asset Mortgage Solutions is a whole-of-market independent mortgage brokerage offering a comprehensive suite of mortgage advisory services. Their core offerings include specialized mortgage products for distinct buyer segments (New Build Mortgages, First Time Buyers, Buy to Let, Self Build, Self Employed/Non-Standard Income, Mortgage Difficulty), alongside equity release, remortgaging, capital raising, and home mover services. They provide a complementary set of insurance products (Life Assurance, Critical Illness Protection, Home and Payment Protection) and self-service tools (Mortgage Calculator, SDLT Calculator, LBTT Calculator, LTT Calculator). The company operates client and introducer portals for application management and partner coordination. Their value proposition centers on access to over 10,000 mortgage deals from across the market, CeMAP-qualified advisors, and relationships with major UK lenders.

Differentiator

Problem solved

Functional benefit

Products and services

• New Build Mortgages Specialist mortgage guidance for new build property purchases with access to exclusive lender deals, extended mortgage offer periods matching build timelines, and support for Help to Buy, shared ownership, and off-plan transactions. Intended for buyers of newly built or off-plan homes working alongside developer timelines.
• Equity Release Whole-of-market advice on lifetime mortgages allowing UK homeowners (typically older) to access value tied up in their property via a lump sum or drawdown, while remaining in their home. Includes guidance on suitability and product selection across the equity release market.
• First Time Buyer Mortgages Tailored mortgage advice and process guidance for individuals buying their first home, including help with understanding costs, accessing government schemes (Help to Buy, shared ownership, First Homes), and accessing exclusive deals through the broker network.
• Remortgaging / Mortgage Review Whole-of-market mortgage review service that searches across lenders to find better rates when a fixed-rate deal is ending or borrower circumstances have changed, including ongoing rate monitoring and follow-up before the next deal ends.
• Capital Raising Advice on unlocking equity from a property for varied uses such as home improvements, investment properties, debt consolidation, or business funding, with lender willingness considered across a wide range of capital-raising reasons.
• Home Mover Mortgages Mortgage support for UK homeowners moving to a new property, including advice on porting an existing mortgage or switching to new deals, with coordination across all parties to align with sale and purchase timelines.
• Buy to Let Mortgages Specialist mortgage advice for property investors seeking to purchase residential properties for rental income and capital appreciation, with whole-of-market comparison across landlord mortgage products.
• Self Build Mortgages Stage-released funding mortgages that disburse funds as construction milestones are reached, with support for land purchase up to 75% of value and coordination of cash flow throughout the build phase.
• Self-Employed / Non-Standard Income Mortgages Specialist mortgage solutions for self-employed individuals and those with non-standard income sources, including freelance, contract, or irregular earnings, accessing lenders whose criteria suit non-PAYE income documentation.
• Mortgage Difficulty Service Expert guidance for UK applicants with poor credit history, adverse credit, CCJs, defaults, or bankruptcy, using specialist lenders whose criteria match the applicant's circumstances.
• Life Assurance Search Whole-of-market search for life assurance coverage provided as an add-on service alongside mortgage advice, with no-obligation quotes for mortgage customers.
• Critical Illness Protection Search Whole-of-market search for critical illness cover as part of the protection product suite offered alongside mortgage advice.
• Home and Payment Protection Search Whole-of-market search for income protection and buildings insurance products for mortgage customers, with no-obligation quotes at competitive rates.

Quantifiable outcome

• Access to over 10,000 mortgage deals from across the market
• +3 more outcomes

Segments10 records

Ideal customer profiles11 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.

• Leading UK House BuilderscoreChannel Partner/ Reseller/ DistributorAsset Mortgage Solutions has been recommended by leading UK house builders for 16 years. They operate a developer portal for housing developer partners to refer buyers and track application status.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• John Charcol: Long-established specialist UK mortgage broker focusing on complex cases including self-employed, adverse credit, and high-value lending. Closely comparable to Asset Mortgage Solutions on specialist-niche positioning within the broker channel.
• Private Finance: UK whole-of-market mortgage and wealth broker providing advice-led distribution. Comparable advisor model and whole-of-market proposition overlapping with Asset Mortgage Solutions' remortgage, capital-raising, and first-time-buyer services.
• London & Country Mortgages (L&C): One of the UK's largest whole-of-market mortgage brokers with similar advisor-led model and broad lender panel. Directly comparable to Asset Mortgage Solutions in serving first-time buyers, remortgage, and specialist segments across the UK.
• Mortgage Advice Bureau (MAB): UK-wide mortgage broker network offering whole-of-market advice through a large adviser base. Comparable business model with introducer relationships and a focus on advised mortgage distribution to consumers.

Emerging players

• Mortgage Gym: Hybrid digital and advice-led mortgage broker in the UK. Overlaps with Asset Mortgage Solutions on first-time buyer and remortgage segments, with similar broker intermediary economics but a more digital acquisition channel.
• Trussle: Online mortgage broker in the UK focused on remortgage and purchase advice with a tech-led platform. Competes with Asset Mortgage Solutions for remortgage and first-time-buyer customers using a digital channel.
• Habito: UK digital mortgage broker offering online and advice-led services across the whole of market. Overlaps with Asset Mortgage Solutions on customer journey (mortgage search and broker advice) but differentiates through digital-first delivery.

Broad incumbents

• Openwork Partnership: Large UK financial advice network with a significant mortgage distribution arm. Operates broadly in mortgage advice with a much larger adviser base, competing with regional specialists like Asset Mortgage Solutions for share of UK mortgage advice.
• Just Mortgages (by Spicerhaart): UK mortgage broker arm of a large estate agency group offering whole-of-market advice through a large adviser network. Comparable in intermediated mortgage distribution and overlap with Asset Mortgage Solutions on first-time buyers, remortgage, and buy-to-let.
• Connells Group: Large UK estate agency and financial services group with in-house mortgage advice capacity. Competes with Asset Mortgage Solutions via estate agency-branch lead generation and a broad mortgage proposition, including new-build referrals from developer partnerships.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AssetMortgageSolutions
• LinkedInlinkedin.com/company/key-let

Compliance1 record

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 Asset Mortgage Solutions