APR Money Ltd

What APR Money Ltd does

APR Money Limited is a privately-held, FCA-authorised independent mortgage broker and insurance adviser headquartered in Derby, England, serving individual consumers and small business owners across the UK. The firm operates on a whole-of-market basis, comparing and recommending residential, buy-to-let, and commercial mortgages alongside protection products (life assurance, critical illness, income protection) and general insurance (buildings and contents, private medical). It is led by Principal and Director Paul Toon, supported by mortgage advisors Richard Lester and Adam Sentance, with a total headcount of approximately 10.

The business is structured around three integrated service pillars: mortgage advice, protection and general insurance, and a fee-based investment and retirement planning offering. Customer acquisition is sales-led, driven by free 30-minute consultations booked via the firm website, inbound phone enquiries, and direct outreach, with detailed fact-find meetings used to generate personal recommendations. The firm has operated continuously for 15 years under FCA reference 815221 and FSCS coverage.

Revenue is primarily transaction-based: mortgage procuration commissions from lenders (with a typical £200 advice fee, waived when lender commission exceeds that threshold), insurer commissions embedded in client premiums for protection and general insurance products, and individually negotiated fees for investment and retirement planning. The firm is founder-owned, bootstrapped, with no disclosed external funding, M&A activity, or institutional investors. Distribution is direct-to-consumer, with a stated UK-wide service reach anchored in the Derbyshire and East Midlands region.

Name

APR Money Ltd

Legal name

APR Money Limited

Website

https://aprmoney.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

APR Money Limited is an FCA-authorised independent mortgage broker and insurance adviser in Derby, UK. It provides whole-of-market mortgage, protection, general insurance, and investment/retirement planning advice to individual consumers and small business owners across the UK.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage and Financial Advisory

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282), Mortgage Bankers & Loan Correspondents (6162)

akta.pro primary industry

Fee-Based Advisory (FSAEAAAM)

Keywords

• Mortgage brokerage
• Financial advisory
• Insurance brokerage
• Protection planning
• Investment planning

Headquarters

HQ city

Derby

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Mortgage Arrangement Commission: APR Money receives commission from mortgage lenders for arranging mortgages on behalf of clients. The company charges a typical fee of £200 for mortgage advice, which is waived if commission received from the lender exceeds £200. Additional commission is received from lenders upon mortgage completion.
2. Insurance Product Commission: For insurance products (Life Assurance, Critical Illness Cover, Income Protection, Buildings & Contents, Accident Sickness & Unemployment, Private Medical Insurance), the company does not charge a fee for advice. Instead, they receive commission from insurers, which is reflected in the premium amount paid by the client.
3. Investment and Pension Advisory Fees: For investment and pension advice, services are offered on a fee basis which can be negotiated on an individual basis. Initial meetings are without obligation or charge.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

APR Money Ltd is an independent whole-of-market mortgage broker and insurance adviser based in Derby, UK. The firm provides tailored mortgage advice across residential, buy-to-let, and commercial properties, alongside personal and family protection insurance (Life Assurance, Critical Illness Cover, Income Protection), general insurance products, and investment and retirement planning services. They earn primarily through lender and insurer commissions, with a typical mortgage advice fee of £200 that is waived if lender commission exceeds that amount.

Product overview

APR Money Ltd is an independent financial advisory firm offering a comprehensive financial planning service. The company operates as a whole-of-market mortgage broker and insurance adviser, providing three integrated service pillars: Mortgage Advice Services (covering residential, buy-to-let, and commercial mortgages), Protection and Insurance (including Life Assurance, Critical Illness Cover, Income Protection, and General Insurance products), and Investment and Retirement Planning. The firm is FCA authorised and regulated, offering impartial advice tailored to individual client circumstances across the UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Mortgage Advice Services Independent whole-of-market mortgage advice covering residential mortgages, buy-to-let, commercial property, re-mortgaging, first-time buyer mortgages, equity release, and home mover financing. Provided to UK consumers through a detailed fact-find process and personalised recommendations.
• Protection and Insurance Personal and family protection products including Life Assurance, Critical Illness Cover, and Income Protection Insurance, arranged on a fair and personal analysis of the market for UK consumers.
• General Insurance General insurance products including Buildings & Contents, Accident Sickness & Unemployment cover, and Private Medical Insurance, sourced from a range of insurers for individuals and property owners.
• Credit Broking Referral service for personal loans and other non-mortgage borrowing needs, connecting clients with specialist third-party lenders.
• Investment and Retirement Planning Independent investment and retirement planning advice offered on a fee basis, provided by Principal Paul Toon for UK consumers needing guidance on pensions, investments, and long-term financial planning.

Named customers3 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Others

• Vouched For: UK adviser search/review platform connecting consumers with IFAs and mortgage advisers. Comparable ecosystem role — consumers searching for a mortgage adviser land on platforms like Vouched For as an alternative to APR Money's direct marketing.

Direct peers

• Habito: UK online mortgage broker offering whole-of-market comparison with a technology-led proposition. Comparable on product offering (mortgage advice) and target customer (UK homebuyers/remortgagers), but competing on digital experience rather than personal advisory.
• John Charcol: Long-established UK mortgage broker offering whole-of-market advice including complex and high-net-worth cases. Directly comparable in business model (advisor-led, whole-of-market) but serves a more specialist, higher-value client base.
• London & Country Mortgages: Largest fee-free UK whole-of-market mortgage broker. Directly comparable to APR Money in serving consumers with whole-of-market mortgage advice, but operates at much greater national scale without client fees.

Broad incumbents

• Openwork: Large UK financial advice network providing mortgage, protection, and investment advice through a network of advisers. Comparable product set to APR Money but operates as a national network/incumbent with affiliated advisers.
• HSBC UK: Major UK retail bank offering direct mortgage products. Comparable as an alternative distribution channel for UK mortgages, but operates as a tied direct lender rather than an independent broker like APR Money.
• Nationwide Building Society: One of the UK's largest mortgage lenders with significant market share. Comparable as a mortgage provider competing for APR Money's target customers, but offers direct-to-consumer products rather than independent brokerage.
• Sesame Bankhall Group: UK mortgage and protection network supporting a large adviser network. Comparable product offering (mortgage and protection advice) but operates as a wholesale support platform rather than a direct-to-consumer advisory practice.
• Countrywide Mortgage Services: Part of Connells Group, one of the UK's largest estate agency and mortgage services groups. Comparable in offering residential and buy-to-let mortgages to UK consumers, but at much larger scale with integrated estate-agent distribution.

Emerging players

• Trussle: UK digital mortgage broker focused on remortgaging. Comparable in serving UK consumers seeking mortgage advice, but differentiated by a fully online, subscription-style model versus APR Money's in-person advisory approach.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/apr-money-ltd

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 APR Money Ltd