PSG Financial Consultants

What PSG Financial Consultants does

PSG Financial Consultants Ltd is an independent, FCA-authorised (reference 824396) mortgage and insurance brokerage headquartered in Norwich, Norfolk, with operational reach across the whole of the United Kingdom. Founded in 2019 by Paul Goode, the firm employs 13 people, of whom the majority are qualified advisors, and operates as a whole-of-market intermediary rather than a lender. Its product surface spans residential, buy-to-let, new-build, high-net-worth, retirement interest only and equity release mortgages, commercial mortgages and development finance, business loans, and a full protection suite covering life, critical illness, income protection, private health, and business protection insurance. Customers are predominantly UK individual consumers and small-business owners, with sub-segments including first-time buyers, self-employed borrowers, expats, landlords, later-life borrowers, and high-net-worth clients; the firm is a member of the Equity Release Council and the Association of Medical Insurers and Intermediaries (AMII).

The technology stack is conventional industry tooling rather than proprietary platform IP: the public-facing website uses Google Analytics 4 for visitor analytics, the Smartr365 portal handles client login and mortgage application management, and credit reference integrations with Experian, TransUnion and CIFAS support identity, fraud, and affordability workflows. Customer-facing distribution operates through phone, video, and in-person consultations from the Norwich office (Unit 7, Hill Farm, Kirby Road, Kirby Bedon, NR14 7DU), supported by digital content marketing, LinkedIn presence, an Excellent-rated 284-review Google profile, and inbound referrals from estate agents, solicitors, and product providers.

Revenue is generated through two streams: lender and provider commissions on completed cases, and a client-facing advisory fee typically set at £499 for a standard mortgage case (higher for complex, equity release, and commercial work), invoiced only at the point of application submission. There is no disclosed external funding; ownership is founder-led with Paul Goode as Director alongside Director and Head of Operations Helen Earl. Third-party industry validation includes MoneyFacts Mortgage Broker of the Year Highly Commended in 2022, 2023 and 2025, and Finalist status for 2026.

Name

PSG Financial Consultants

Legal name

PSG Financial Consultants Ltd.

Website

https://psgfinancialconsultants.uk

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

PSG Financial Consultants is an FCA-regulated, independent mortgage and insurance brokerage headquartered in Norwich, serving UK consumers and small businesses with whole-of-market advice across residential, buy-to-let, commercial, development, equity release, high-net-worth mortgages, and a full protection product suite.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage & Financial Advisory

NAICS

Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Loan Brokers (6163), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

Keywords

• Mortgage brokerage services
• Independent financial advice
• Commercial finance advisory
• Equity release advice
• Protection insurance brokerage

Headquarters

HQ city

Norwich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage and Protection Brokerage Commission: PSG Financial Consultants operates as a brokerage, not a lender, with access to the whole of the market. They receive commission from lenders and providers. The commission amounts vary depending on the lender, product, and other permissible factors. The nature of any commission model is confirmed to clients before they proceed.
2. Advisory Fee (Client-Facing): PSG charges a fee for their services, which only becomes due at the point of an application submission. If a client decides not to proceed before an application is submitted, no fee is charged. A typical fee is £499 for a standard mortgage case. For complex cases, Equity Release, and Commercial funding advice services, the fee is higher.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

PSG Financial Consultants is an independent, FCA-authorised whole-of-market mortgage broker and insurance adviser offering residential, buy-to-let, commercial, development, equity release, and high-net-worth mortgages alongside life, critical illness, income protection, private health, and business protection insurance. Advice is delivered by qualified advisors through fact-find consultations, whole-of-market product research, and full application support from initial enquiry through to completion and claims. The firm earns revenue through lender/provider commissions plus a client advisory fee (typically £499 per standard case), charging only on application submission.

Product overview

PSG Financial Consultants is an independent mortgage broker and financial advisory firm offering whole-of-market advice across mortgage and protection products. The core offering consists of mortgage brokerage services (residential mortgages, buy-to-let mortgages, commercial mortgages, development finance, equity release, high net worth mortgages, and new build mortgages) complemented by a comprehensive protection product suite (life insurance, critical illness cover, income protection, private health insurance, and business protection including key person, relevant life, shareholder, and business loan protection). The company provides additional products such as whole of life insurance, family income benefit, accident and illness cover, bridging finance, and retirement interest only mortgages. Services are delivered through qualified advisors with professional certifications including CeMAP and CeRER, operating from their Norwich-based office while serving clients across the UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Mortgages Standard mortgage products for individuals purchasing properties to live in, covering first-time buyers, home movers, re-mortgagors, those with small deposits, and retirement circumstances, including self-employed, contractors, expats, foreign nationals, and credit-impaired borrowers.
• New Build Mortgages Mortgage products tailored for newly constructed properties, often with longer mortgage offer validity periods and potentially different deposit requirements compared to standard residential mortgages.
• Buy to Let Mortgages Mortgage products for individuals purchasing property to rent out, including specialist options for HMO, student lets, holiday lets, limited company structures, and portfolio landlords.
• High Net Worth Mortgages Bespoke lending solutions for clients with substantial wealth or complex income circumstances, featuring personalised underwriting and access to specialist lenders who work exclusively through brokers.
• Equity Release (Lifetime Mortgages) Lifetime mortgage products allowing homeowners over 55 to access property value, including lump sum, drawdown, voluntary repayment, interest-only, and income-for-life options. PSG is a member of the Equity Release Council.
• Commercial Mortgages Loans secured against commercial properties for trading businesses or investment purposes, covering various property types including offices, warehouses, retail, and care homes.
• Development Finance Funding for businesses financing the construction, conversion, or heavy refurbishment of buildings, including ground-up development projects and developer exit finance.
• Business Loans Business funding options including secured and unsecured loans for cash flow, equipment, recruitment, startup costs, working capital, and debt consolidation.
• Life Insurance Life cover paying a lump sum to beneficiaries upon death, available as decreasing term (mortgage protection) or level term policies.
• Critical Illness Cover Insurance providing a lump sum payment upon diagnosis of a specified serious illness or condition, often combined with life insurance for comprehensive protection.
• Income Protection Insurance paying a tax-free monthly income if the policyholder is unable to work due to illness or injury, covering a wide range of physical and mental health conditions.
• Private Health Insurance Private Medical Insurance providing faster access to diagnosis and treatment, also known as health insurance covering acute conditions with options for individuals, couples, families, and groups.
• Other Protection Products (Whole of Life, Family Income Benefit, Accident and Illness Cover) A suite of additional protection offerings: Whole of Life Insurance for inheritance tax planning and gifts; Family Income Benefit providing monthly payments to family if the policyholder dies or becomes terminally ill; Accident and Illness Cover for everyday accidents, illnesses and hospital stays.
• Business Protection (Key Person, Relevant Life, Shareholder Protection, Business Loan Protection) A suite of business protection insurance offerings: Key Person Insurance covering loss of essential team members; Relevant Life Insurance for tax-efficient cover for employees/directors; Shareholder Protection enabling remaining owners to buy back affected shares; Business Loan Protection repaying outstanding business debts if a key individual is lost.
• Bridging Finance Short-term financing solution bridging the gap between immediate financial needs and longer-term funding availability, often used to avoid property chain breaks.
• Retirement Interest Only (RIO) Mortgages Mortgages for borrowers over 55, allowing them to borrow against their home while paying interest monthly, with the loan repaid when they die or move into long-term care.

Quantifiable outcome

• 284 Google reviews with Excellent rating
• +3 more outcomes

Named customers2 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature1 record

Partnerships

Two partnerships are on record, tiered minor and core.

• Association of Medical Insurers and Intermediaries (AMII)minorOthersPSG Financial Consultants is a member of the Association of Medical Insurers and Intermediaries (AMII), an industry body that provides information and advice about health, protection, and wellbeing products and services. Membership demonstrates professional standards in health insurance distribution.
• Equity Release CouncilcoreOthersPSG Financial Consultants is a member of the Equity Release Council, the equity release sector trade body dedicated to promoting high standards of conduct and practice with consumer safeguards at its heart. Being a member means PSG adheres to the Council's code of practice, providing customers with reassurance that products and services conform to best practices.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• London & Country Mortgages: One of the UK's largest whole-of-market mortgage brokers, offering independent advice across residential, BTL, equity release and protection — directly comparable in proposition and whole-of-market positioning to PSG.
• Habito: Digital-first UK mortgage broker combining online and adviser-led service for residential mortgages and protection; competes for the same UK mortgage and remortgage customers as PSG, though with a more product-led, lower-fee model.
• John Charcol: Long-established UK whole-of-market mortgage broker specialising in complex cases (self-employed, contractors, high net worth) — directly comparable to PSG's complex-case and HNW proposition.
• Private Finance: UK whole-of-market mortgage and wealth broker with a strong specialisation in high net worth, professional and complex-income borrowers — overlaps with PSG's HNW and bespoke lending segments.

Others

• Equity Release Council: Industry trade body of which PSG is a member; relevant as an ecosystem participant shaping standards, consumer protection and member visibility in the equity release segment PSG serves.

Broad incumbents

• Skipton Building Society: Large UK building society offering mortgages and protection directly and via intermediaries; overlaps with PSG on BTL, residential and equity release lending but as part of a much broader portfolio.
• Connells Group / Connells Mortgage Services: Large UK estate agency and mortgage services group; competes with PSG via in-branch advisers and is also a source of referral leads for PSG, making it both peer and channel partner.
• St. James's Place: UK wealth management and advice group offering mortgages, protection and investments through its partner network; broader portfolio than PSG but overlapping HNW advice-led proposition.
• Openwork: UK financial advice network with mortgage, protection and wealth advisers across the country; competes for the same end-customers via an advice-led, intermediary-distributed model, but at materially greater scale.

Emerging players

• Trussle: UK online mortgage broker; while its direct-to-consumer proposition is narrower than PSG's, it represents the digital alternative competing for the same UK residential remortgage customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/psg-financial-consultants-ltd
• Xx.com/PSGfinancial
• Facebookfacebook.com/PSGFinancialConsultants

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 PSG Financial Consultants