What TED FINANCIAL SERVICES LIMITED does

TED Financial Services Limited trades as TED Mortgages and is a privately held, fee-free mortgage and protection brokerage registered in England and Wales (company number 14993052), headquartered at 9 Rowden Close, Coate, Swindon. The firm operates as an Appointed Representative of HL Partnership Limited, the FCA-authorised principal that provides its regulatory framework, with Tom Brennan serving as both founder/Managing Director and the named Principal. A three-person adviser team (Tom Brennan, Daniella Black, James Harris) delivers whole-of-market mortgage and protection advice to UK consumers across five mortgage tracks (First Time Buyer, Moving Home, Remortgage, New Build, Buy to Let) and five protection lines (Life Assurance, Income Protection, Family Income Benefit, Home Insurance, Critical Illness Cover), supported by an online mortgage calculator on the Wix-hosted tedmortgages.co.uk site.

The underlying technology stack is minimal: no proprietary platform is described, and customer-facing digital assets consist of a content/SEO website with a calculator tool plus organic social channels (Instagram, Facebook, X, LinkedIn). The go-to-market motion is sales-led and advisory-driven, with customers acquired through direct outreach (phone, email, contact form), the website, social media, and customer referrals, then guided through the entire mortgage process from initial enquiry to completion. Specialisation is concentrated in new-build and Shared Ownership scenarios, self-employed borrowers, and credit-challenged cases.

The business model is commission-based and fee-free to clients. Revenue is generated entirely via transaction commissions paid by lenders and product providers when mortgages and protection policies are arranged, rather than via client fees. The firm is founder-owned, with no institutional investment, parent company, or subsidiaries disclosed, and operates exclusively within England under UK FCA regulation.

Name

TED FINANCIAL SERVICES LIMITED

Legal name

TED Financial Services Limited

Website

https://tedmortgages.co.uk

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

TED Financial Services Limited, trading as TED Mortgages, is a Swindon-based, fee-free mortgage and protection broker serving UK consumers across first-time buyer, remortgage, buy-to-let, and new build segments through a three-adviser team, operating under HL Partnership Limited.

Ownership category

akta.pro rank

Product category

Mortgage and Protection Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (522310), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Loan Brokers (6163)

akta.pro primary industry

Wholesale Mortgage Lending (Broker Channel) (FSALACAA)

akta.pro secondary industry

Non-Qualified Mortgage (Non-QM) & Specialty Product Brokers (FSALABAG)

Keywords

• Mortgage brokerage
• Protection advice
• Remortgage services
• First time buyer mortgages
• Buy to let mortgages

Headquarters

HQ city

Swindon

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. Commission from Lenders: TED Mortgages operates on a fee-free basis for customers, meaning they do not charge clients directly for their advisory services. Revenue is generated through commission payments received from lenders and financial product providers when mortgages and protection products are arranged. This commission-based model allows the company to provide impartial advice without client fees while maintaining a sustainable business.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

TED Financial Services Limited (trading as TED Mortgages) is a UK mortgage and protection brokerage that provides fee-free, whole-of-market advisory services to consumers in England. Its core offering consists of mortgage broking across first-time buyer, moving home, remortgage, new build (including Shared Ownership) and buy-to-let scenarios, plus a protection advisory arm covering life assurance, income protection, family income benefit, home insurance, and critical illness cover. The firm is remunerated via lender and provider commissions rather than client fees.

Product overview

TED Financial Services Limited (trading as TED Mortgages) operates as a fee-free mortgage and protection broker, providing impartial advisory services across two core areas: mortgages and protection insurance. The mortgage offering encompasses five specialized services—First Time Buyer Mortgages, Moving Home Mortgages, Remortgages, New Build Mortgages, and Buy to Let Mortgages—all offered fee-free to clients. The protection arm covers five insurance products—Life Assurance, Income Protection, Family Income Benefit, Home Insurance, and Critical Illness Cover. Additionally, a Mortgage Calculator tool is provided for preliminary payment estimation. The company serves consumers in the UK, focusing on the Swindon area, and is authorized and regulated by the Financial Conduct Authority as an Appointed Representative of HL Partnership Limited.

Differentiator

Problem solved

Functional benefit

Products and services

• First Time Buyer Mortgages Mortgage advisory service helping first-time buyers understand how much they can borrow, find suitable lenders, and navigate the process of purchasing their first home, offered fee-free to UK consumers.
• Moving Home Mortgages Mortgage advisory service for homeowners looking to sell their current property and purchase a new one, providing fee-free guidance through the entire moving home mortgage process.
• Remortgages Advisory service for customers whose mortgage deal is ending or those looking to raise capital from their property, providing fee-free market research to find a more suitable mortgage deal.
• New Build Mortgages Expert fee-free guidance through the end-to-end process of purchasing a new build home, including Shared Ownership schemes, with knowledge of new build schemes and deadline management.
• Buy to Let Mortgages Specialist fee-free mortgage advice for landlords purchasing properties to rent out, providing access to lenders who assess buy-to-let mortgages differently from residential mortgages.
• Life Assurance Insurance providing a tax-free lump sum payout in the event of death, designed to ensure surviving partners and family can pay off the mortgage and avoid financial hardship; arranged on a fee-free basis through TED Mortgages' protection advisory.
• Income Protection Insurance that pays a regular income if the policyholder is unable to work due to illness or injury, helping maintain mortgage payments and cover essential expenditure; arranged on a fee-free basis.
• Family Income Benefit Insurance that pays a tax-free regular income for a specified period following death, providing ongoing financial support for family commitments such as childcare costs; arranged on a fee-free basis.
• Home Insurance Property insurance protecting homes and possessions against damage; buildings insurance is required by mortgage lenders as a condition of the loan and arranged on a fee-free basis.
• Critical Illness Cover Insurance providing a lump sum upon diagnosis of a specified illness during the policy term, offering financial protection that can be linked to the mortgage or taken as standalone coverage; arranged on a fee-free basis.

Quantifiable outcome

• 25 years combined advising experience across the team
• +2 more outcomes

Named customers4 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

Partnerships

One partnership is on record.

• HL Partnership LimitedcoreChannel Partner/ Reseller/ DistributorTED Financial Services Limited trades as TED Mortgages and is an Appointed Representative of HL Partnership Limited. HL Partnership Limited is authorised and regulated by the Financial Conduct Authority (FCA), providing the regulatory framework and oversight that allows TED Mortgages to provide mortgage and protection advice in the UK. This is a principal-agent relationship where HL Partnership Limited acts as the regulatory parent, with Thomas Brennan listed as the Principal.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Countrywide: Major UK estate agency and property services group offering mortgage advice as part of its full-service proposition. Comparable to TED on customer acquisition through the home-moving journey, but at national scale and as part of a wider real estate offering.
• Openwork: Large UK financial advice network with a significant mortgage and protection advisory arm. Competitively comparable to TED on mortgage and protection products with a national adviser footprint.
• Just Mortgages (Just Group): Mortgage broker arm of Just Group operating across the UK with both directly employed advisers and AR network. Competes with TED for first-time buyers, movers, and remortgage customers, with the advantage of a national brand.
• Connells: Large UK estate agency group with in-house mortgage and protection advisory services. Captures mortgage customers through the property transaction funnel, overlapping with TED's core residential and buy-to-let segments at a national scale.
• Mortgage Advice Bureau: UK's largest mortgage broker network with hundreds of advisers across the country. Overlaps with TED on residential and buy-to-let mortgage advice but operates a network/AR model rather than a single local office, with broader scale and brand recognition.

Direct peers

• London & Country Mortgages: One of the UK's largest fee-free mortgage brokers, offering whole-of-market mortgage and protection advice. Directly comparable revenue model (commission-based, fee-free to clients) and product scope to TED Mortgages, but at materially larger scale.
• Habito: UK-based mortgage broker offering online and adviser-led mortgage advice directly to consumers. Competes with TED for first-time buyers, remortgages, and buy-to-let cases, but operates a digital-first model rather than a local advisory practice.
• First Mortgage Direct: UK mortgage broker offering residential and buy-to-let mortgage advice with a fee-free or fee-optional proposition. Overlaps with TED on customer segments and broker-channel model.
• SPF Private Clients: UK mortgage and protection broker providing whole-of-market advice to professional and HNW clients. Comparable advisory-led, fee-free or commission-based model, with overlap in protection cross-sell.
• Blue Ribbon: UK fee-free mortgage broker offering whole-of-market mortgage and protection advice to consumers. Highly comparable commission-only, customer-funded model and product scope to TED Mortgages.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/tedmortgages
• Facebookfacebook.com/TEDMortgages1
• LinkedInlinkedin.com/company/ted-mortgages
• Instagraminstagram.com/tedmortgages

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 TED FINANCIAL SERVICES LIMITED