What Metro Finance does

Metro Finance Brokers Limited, trading as Metro Finance, is a UK specialist mortgage broker operating since 1996 and focused almost exclusively on Shared Ownership — a government-backed affordable housing scheme in which buyers purchase a share of a property from a housing association and pay rent on the remainder. The firm is an appointed representative of Mortgage Advice Bureau Limited and Mortgage Advice Bureau (Derby) Limited, both FCA-authorised, and operates from offices in Sheffield and Derby with a headcount of 38. It serves first-time Shared Ownership buyers, existing Shared Ownership owners seeking to staircase (increase their share), and housing associations that need verified affordability assessments for prospective purchasers under the scheme's rules.

The company's core products comprise a Shared Ownership mortgage advisory service, an Affordability Assessment tool, a Customer Portal for application tracking, and a guided Document Upload System. The platform integrates Open Banking for financial information, TransUnion for credit referencing and AML identity verification, and online facial recognition for passport or driving-licence checks. Mortgage offers typically take between 5 and 30–40 days depending on the lender, and customers can complete the process end-to-end digitally without appointments. Metro Finance also convenes a panel of Shared Ownership specialist solicitors for conveyancing, with fees typically £995–£1,600 excluding stamp duty.

Metro Finance earns revenue primarily through mortgage advice fees of up to 1% of the loan amount (typical fee £499), charged on a per-transaction basis at completion; affordability assessments are provided free of charge as a regulatory requirement under Shared Ownership rules. Customer acquisition is driven by an inside-sales/telephone-based advisory model supported by a self-serve online portal, with the website (metrofinance.co.uk), Trustpilot reviews, industry awards, and housing-association referrals functioning as the principal marketing and distribution channels. The firm is positioned as "the UK's No. 1 for Shared Ownership Mortgages" and has won the Mortgage Club Awards (2019), Property Press Awards (2020) and First Time Buyer Reader Awards (2021).

Name

Metro Finance

Legal name

Metro Finance Brokers Limited

Website

https://metrofinance.co.uk

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Metro Finance Brokers Limited is a UK specialist mortgage broker operating since 1996 and focused exclusively on Shared Ownership mortgages, serving first-time buyers and housing associations through a digital portal, affordability assessment tool, and panel of 28 Shared Ownership lenders.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage Services

NAICS

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

SIC

Loan Brokers (6163)

akta.pro primary industry

Wholesale Mortgage Broker Networks / Master Brokers (FSALABAC)

akta.pro secondary industry

Multifamily Brokerage (BPAJABAD)

Keywords

• Shared ownership mortgages
• Specialist mortgage broker
• First time buyer finance
• Key worker mortgages
• Housing association lending

Headquarters

HQ city

Sheffield

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Advice Fees: Metro Finance charges fees for mortgage advice services. The fee structure is up to 1% of the mortgage amount borrowed, with a typical fee of £499, though this varies depending on individual circumstances.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Metro Finance Brokers Limited is a specialist Shared Ownership mortgage broker founded in 1996 that helps first-time buyers and key workers secure mortgages through a panel of 28 Shared Ownership lenders and 90+ Housing Associations. The firm operates as an appointed representative of Mortgage Advice Bureau Limited and delivers its advice service via an in-house digital application platform that supports affordability assessments, document upload, and facial recognition identity verification.

Product overview

Metro Finance operates as a specialist Shared Ownership mortgage broker offering a unified service platform. The core offering combines an Affordability Assessment tool, Customer Portal for application tracking and document uploads, and access to approximately 28 Shared Ownership mortgage lenders. The service is fully digital with no appointments required, guiding buyers through the entire mortgage process from initial assessment through to mortgage offer and solicitor completion.

Differentiator

Problem solved

Functional benefit

Products and services

• Shared Ownership Mortgage Brokerage
• Key Worker Mortgage Advice

Quantifiable outcome

• Typically 5 days to 30-40 days for mortgage offers depending on lender
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability1 record

Feature5 records

Partnerships

Four partnerships are on record, tiered primary, core and supporting.

• Mortgage Advice Bureau LimitedprimaryStrategic or Co-development PartnerMetro Finance Brokers Limited is an appointed representative of Mortgage Advice Bureau Limited and Mortgage Advice Bureau (Derby) Limited. Both are authorised and regulated by the Financial Conduct Authority. This regulatory relationship provides FCA oversight and access to Mortgage Advice Bureau's network and systems.
• Housing Associations (90+)coreChannel Partner/ Reseller/ DistributorMetro Finance works with approximately 90 housing associations across the UK, providing mortgage advice and affordability assessments for Shared Ownership buyers. Housing associations refer buyers to Metro Finance for processing.
• Shared Ownership Mortgage Lenders (28)coreTechnology or IntegrationMetro Finance works with all Shared Ownership mortgage lenders including main high street lenders, building societies, and specialist lenders. In total there are around 28 Shared Ownership lenders providing access to every possible broker product including some exclusive products.
• Panel SolicitorssupportingImplementation/ SI/ Consulting PartnerMetro Finance has a panel of solicitors who are Shared Ownership specialists. They arrange for one of their panel solicitors to provide quotes for conveyancing services (typically £995-£1600 excluding stamp duty). All mortgage lenders require the use of a solicitor.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Mortgage Advice Bureau: Parent network and UK mortgage broker with thousands of advisers. Direct peer because Metro Finance operates as an appointed representative within the MAB network, sharing the same regulatory, lender-panel and technology rails.
• Habito: UK digital mortgage broker using technology to streamline broker-led advice. Direct peer because it targets the same digital-first buyer experience and operates against the same UK lender panel.
• John Charcol: Long-established UK mortgage broker offering specialist and complex mortgage advice. Direct peer for serving Shared Ownership and other niche mortgage segments through an advice-led, panel-based model.
• London & Country Mortgages: Large UK specialist mortgage broker offering whole-of-market advice across residential, Shared Ownership and specialist segments. Direct peer because of overlapping customer base, lender panel breadth, and fee-based advice model.
• Mojo Mortgages: UK mortgage broker comparison platform operating on a whole-of-market basis. Direct peer because it competes for the same digitally engaged first-time-buyer segment using a similar fee/commission-driven broker model.
• SPF Private Clients: UK specialist mortgage broker serving professional, key-worker and Shared Ownership segments. Direct peer because of overlapping Shared Ownership expertise and broker-led advice model.
• Share to Buy: UK's leading Shared Ownership property portal that connects buyers with available homes and mortgage advisers. Direct peer because it operates in the same Shared Ownership buyer journey and competes for the same housing-association-sourced leads.

Broad incumbents

• Connells Group: One of the UK's largest property services groups, including estate agency and mortgage services. Broad incumbent with overlapping distribution into Shared Ownership buyers via housing-association and new-build channels.
• Countrywide: Large UK estate agency and financial services group offering mortgage advice as part of a broader property-services portfolio. Broad incumbent that competes for housing-association-sourced leads alongside specialist brokers.

Emerging players

• Trussle: UK online mortgage broker focused on re-engagement and remortgage journeys. Emerging player with partial overlap on the digital-first buyer experience Metro Finance targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/metrofinanceuk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Metro Finance