Pointers Financial

What Pointers Financial does

Pointers Financial Limited is a fee-free, advice-led mortgage brokerage founded in 2020 in Topsham, Devon, by Director Mercedes Osborne. The firm operates as an Appointed Representative of New Leaf Distribution Limited (FCA number 460421), which provides regulatory authorisation, compliance oversight, and back-office support, while Pointers delivers whole-of-market mortgage advice directly to UK consumers through phone, email, in-person, and online enquiry channels. Its product set spans residential mortgages, buy-to-let, remortgages, first-time buyer and home-mover advisory, new build and Help to Buy guidance, specialist Armed Forces and Police Force mortgage advice, and a supplementary protection and general insurance advisory add-on, supported by an online mortgage calculator on the company website.

The firm does not charge broker fees to clients; revenue is generated through commission payments received from lenders upon completion of mortgage transactions. The GTM motion is sales-led and relationship-driven, emphasising exceptional customer service, independent advice across the whole market, flexible appointment times including evenings, and a family-business ethos that depends heavily on client recommendations and Google reviews. Geographic focus is the South West of England, with the Topsham headquarters and field coverage extending into the Bristol & Somerset corridor via adviser Jim Biggins.

Operationally, Pointers Financial uses standard industry tooling for mortgage processing, credit checks, and client management; no proprietary technology platforms, mobile applications, APIs, AI/ML capabilities, or patents are disclosed. Marketing is concentrated on the company website and blog, organic Instagram engagement, an email newsletter subscription, and referral-driven growth through Google reviews. The company is privately held, family-owned, registered in England (company number 13020139), and has no disclosed external institutional investment or funding rounds.

Name

Pointers Financial

Legal name

Pointers Financial Limited

Website

https://pointersfinancial.co.uk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Mortgage Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (522310), Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Loan Brokers (6163), Investment Advice (6282)

akta.pro primary industry

Reverse Mortgage Brokerage (FSAEAEAE)

akta.pro secondary industry

Fee-Based Advisory (FSAEAAAM)

Keywords

• Mortgage advice services
• Residential mortgage brokerage
• Buy to let mortgages
• Remortgage advisory
• Fee free mortgage broker

Headquarters

HQ city

Clyst Saint Mary

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Mortgage brokerage commission: Pointers Financial provides fee-free mortgage advice to clients. Revenue is generated through commission payments received from lenders and financial product providers when clients complete mortgage transactions, rather than charging direct fees to customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Pointers Financial is a fee-free mortgage broker offering whole-of-market mortgage advice across residential, buy-to-let, remortgage, new build (including Help to Buy), and specialist lending for armed forces and police personnel. The firm operates as an Appointed Representative of New Leaf Distribution Limited and also advises on protection and general insurance products alongside mortgage arrangements.

Product overview

Pointers Financial operates as a fee-free mortgage advisory firm offering a comprehensive suite of mortgage advice services. The core offering consists of residential mortgages, buy-to-let mortgages, remortgages, and specialized advice for first-time buyers, new builds (including Help to Buy), and home movers. The company also provides specialist services for Armed Forces personnel and Police officers who face unique financial circumstances. As an appointed representative of New Leaf Distribution, Pointers Financial offers independent advice across the market and provides supplementary protection and general insurance advisory services. The company does not charge broker fees, positioning itself as a fee-free alternative to traditional mortgage brokers.

Differentiator

Problem solved

Functional benefit

Products and services

• Residential Mortgages

Quantifiable outcome

• Fee-free service with no broker fees charged to clients
• +1 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles4 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.

• New Leaf Distribution LimitedcoreStrategic or Co-development PartnerPointers Financial is an Appointed Representative of New Leaf Distribution, which is authorised and regulated by the Financial Conduct Authority (FCA number 460421). New Leaf provides regulatory oversight, compliance monitoring, and back-office support for the appointed representatives. Pointers Financial Ltd is registered in England, no: 13020139.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Habito: Digital-first UK mortgage broker offering online and phone-based advice. Comparable to Pointers in providing whole-of-market mortgage advice to consumers, but differentiated by a tech-led, self-service journey that competes on convenience rather than local personal service.
• Mojo Mortgages: Online mortgage broker offering fee-free, whole-of-market advice through a digital platform. Mirrors Pointers' fee-free positioning but operates at greater scale via technology rather than regional adviser networks.
• Trussle: UK online mortgage broker using technology to match borrowers to lenders. Competes with Pointers for the same residential mortgage customers, but with a digital-first experience rather than face-to-face adviser-led consultations.
• Haysto: UK mortgage broker specialising in helping self-employed, contractor, and complex-income borrowers secure mortgages. Comparable to Pointers' specialist positioning (Pointers' forces/police niche vs Haysto's complex-income niche), both combining whole-of-market advice with targeted customer segments.

Broad incumbents

• Mortgage Advice Bureau: National UK mortgage broker network with 1,000+ advisers and a strong regional franchise model. Comparable to Pointers as a directly-authorised broker offering whole-of-market residential and buy-to-let advice, but at vastly greater scale.
• Countrywide (Connells Group broker arm): Large UK estate agency and mortgage brokerage group with branch-based adviser coverage. Comparable to Pointers on residential and buy-to-let brokerage through local offices, but at vastly larger scale and as part of a wider property services portfolio.

Direct peers

• SPF Private Clients: UK whole-of-market mortgage broker (part of the PRIMIS network) advising on residential, buy-to-let, and complex cases. Directly comparable to Pointers on the independent broker model and product breadth.
• London & Country Mortgages: One of the UK's largest fee-free mortgage brokers, offering whole-of-market advice across residential, buy-to-let, and remortgage products. Directly comparable to Pointers Financial on the fee-free, advice-led model and broad product scope.
• John Charcol: Long-established London-based specialist mortgage broker offering whole-of-market advice, particularly strong in complex and high-value cases. Comparable to Pointers on advice-led model and breadth of residential and buy-to-let coverage.

Others

• New Leaf Distribution Limited: FCA-authorised principal (FCA 460421) of which Pointers Financial is an Appointed Representative. Not a direct competitor but a structurally critical partner providing regulatory oversight and back-office support underpinning Pointers' ability to operate.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/pointersfinancial
• Facebookfacebook.com/pointersfinancial
• LinkedInlinkedin.com/company/pointers-financial

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Pointers Financial