GARY PRICE MORTGAGES LTD

What GARY PRICE MORTGAGES LTD does

Gary Price Mortgage Services Ltd, trading as Gary Price Mortgages, is a UK mortgage broker and appointed representative of Mortgage Advice Bureau Limited and Mortgage Advice Bureau (Derby) Limited, FCA-authorised and registered in England (company number 09504755). The company provides mortgage advisory and product sourcing services to retail consumers, accessing over 12,000 mortgage products from 90+ UK lenders through the MAB network. Its customer base spans first-time buyers, remortgagors, home movers, buy-to-let investors, and protection customers, served primarily through a five-branch physical network across Swindon and Calne (Wiltshire).

The technology stack is a digitally augmented brokerage platform built around The Home Buying App (iOS/Android), a suite of mortgage calculators (repayment, borrowing, stamp duty, LBTT, LTT), a Financial Risk Assessment tool, and an online Mortgage Finder. Backend capabilities include AI-assisted affordability assessment, product sourcing, identity verification (via GB Group), and Open Banking and credit bureau integrations for AML and credit risk. The business earns revenue through three streams: customer-facing mortgage advice fees (up to 1%, typically 0.3% of loan amount), lender and protection product commissions, and affiliate referral fees from conveyancing, surveys, and EPC partners (SortRefer). Distribution combines local face-to-face advisory with digital self-service tools, social media presence (Facebook, LinkedIn), and VouchedFor review-driven lead generation.

Name

GARY PRICE MORTGAGES LTD

Legal name

Gary Price Mortgage Services Ltd

Website

https://garypricemortgages.org.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Gary Price Mortgages is a UK retail mortgage broker and appointed representative of Mortgage Advice Bureau, offering mortgage advice, sourcing from 90+ lenders, protection products, and conveyancing referrals across five branches in Swindon and Calne.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Retail Residential Mortgage Brokers (Purchase & Refinance) (FSALABAA)

akta.pro secondary industries

Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ), Mortgage & Loan Introducers (Residential & Commercial) (FSAEAMAA)

Keywords

• Mortgage brokerage services
• Residential mortgage advice
• Remortgage advisory
• Buy-to-let mortgages
• Mortgage protection insurance

Headquarters

HQ city

Calne

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mortgage Advice Fee: Fees charged to customers for mortgage advice services. The fee is calculated as a percentage of the mortgage amount borrowed, with typical fee of 0.3% and maximum of 1%.
2. Lender Commission: Commission payments received from lenders and protection product suppliers for sourcing and submitting mortgage and protection applications.
3. Conveyancing, Surveys and EPC Referrals: Referral fees from sourcing instant quotes for conveyancing, surveys, and Energy Performance Certificates through third-party partner SortRefer.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Gary Price Mortgages is a UK-based mortgage broker and appointed representative of Mortgage Advice Bureau that provides tailored residential and buy-to-let mortgage advice and product sourcing, giving customers access to over 12,000 mortgage products from more than 90 UK lenders. The firm supplements face-to-face advisory across its branch network with digital tools including a Home Buying App, a suite of mortgage calculators, a financial risk assessment tool, and an online mortgage finder, plus protection insurance and referral services for conveyancing, surveys and EPCs.

Product overview

Gary Price Mortgages is an appointed representative of Mortgage Advice Bureau, operating as a mortgage broker that offers a comprehensive suite of mortgage advisory and related services. The core offering consists of mortgage advice and sourcing from over 90 lenders covering 12,000+ products. This is supported by a digital ecosystem including The Home Buying App (a mortgage coach for saving, planning, and tracking home purchases), a Mortgage Calculators Suite (repayment, borrowing, stamp duty, and tax calculators), and a Financial Risk Assessment Tool for evaluating protection needs. Additional services include conveyancing, surveys, and EPC sourcing through SortRefer, plus mortgage protection products (life, critical illness, and income protection insurance). The Mortgage Finder enables customers to search available deals online, with all services backed by FCA-regulated advisers.

Differentiator

Problem solved

Functional benefit

Brands

• The Home Buying App: A digital mortgage coach designed to help users save up, plan, and track their home buying journey.
• My Mortgage Account

Products and services

• Mortgage Advice and Sourcing Service Expert mortgage advisory and product sourcing service for individual consumers, providing access to over 12,000 mortgage products from more than 90 UK lenders and tailoring recommendations to the customer's personal and financial circumstances.
• The Home Buying App Digital mortgage coach mobile app available on iOS and Android that helps users save up, plan and track their home buying journey, including affordability tools, savings planning and expert advice articles.
• Mortgage Calculators Suite Suite of online mortgage calculators including Repayment Calculator, Borrowing Amount Calculator, Stamp Duty Calculator, Land and Buildings Transaction Tax Calculator (Scotland) and Land Transaction Tax Calculator (Wales).
• Financial Risk Assessment Tool Interactive online assessment that evaluates a user's financial risk profile across mortgage status, life protection, critical illness cover and income protection, then provides personalised recommendations based on responses.
• Conveyancing, Surveys and EPCs Service Sourcing service that provides customers with instant quotes for property conveyancing, property surveys and Energy Performance Certificates through partner platform SortRefer.
• Mortgage Finder Website-based tool that searches thousands of mortgage deals to help customers find suitable purchase or remortgage options across residential and buy-to-let categories.
• Mortgage Protection Products Protection insurance products including life insurance, critical illness cover and income protection, sourced through the Mortgage Advice Bureau network to safeguard customers' and families' financial futures.

Quantifiable outcome

• Access to over 12,000 mortgages from more than 90 UK lenders
• +1 more outcomes

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

One partnership is on record.

• Mortgage Advice Bureau Limited and Mortgage Advice Bureau (Derby) LimitedcoreChannel Partner/ Reseller/ DistributorGary Price Mortgage Services Ltd operates as an appointed representative of Mortgage Advice Bureau Limited and Mortgage Advice Bureau (Derby) Limited, who are authorised and regulated by the Financial Conduct Authority. This partnership provides access to the network's lender relationships (90+ UK lenders, 12,000+ mortgage products) and regulatory framework.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Habito: UK digital-first mortgage broker offering online and phone-based mortgage advice, plus home buying services. Represents the digital-native category of mortgage broker that competes with traditional high-street brokers like Gary Price for the same customer segments.
• Trussle: UK digital mortgage broker focused on remortgaging and home buying, with a tech-led customer experience. Comparable as a competing UK mortgage broker targeting similar customer segments via a more digital experience.
• Mojo Mortgages: UK online mortgage broker with comparison and advice services targeting first-time buyers, home movers, and remortgage customers. Comparable as a UK digital mortgage broker serving the same customer segments as Gary Price.
• Better.co.uk: UK online mortgage broker and comparison platform offering purchase, remortgage, and buy-to-let advice via digital channels. Directly comparable as a UK mortgage broker targeting the same consumer segments with a digital-led model.

Direct peers

• John Charcol: Long-established UK mortgage broker providing whole-of-market mortgage and protection advice to consumers, with a mix of telephone and adviser-based service. Comparable as a UK retail mortgage broker with similar product breadth and customer base.
• London & Country Mortgages (L&C): One of the UK's largest independent mortgage brokers, offering whole-of-market mortgage advice to consumers across purchase, remortgage, and BTL. Directly comparable as a retail mortgage broker serving UK consumers with similar product breadth and fee/commission model.
• SPF Private Clients: UK whole-of-market mortgage broker providing residential, BTL, and protection advice. Comparable as an established UK retail mortgage broker with a similar product set and customer focus.

Broad incumbents

• Mortgage Advice Bureau: Parent network and franchisor of which Gary Price is an appointed representative. MAB is the UK's largest high street mortgage broker network with 90+ lenders and 12,000+ products, providing the direct competitive and structural comparison for the firm.
• Openwork: Large UK financial advice network with mortgage advice as part of a broader wealth and protection offering. Comparable as a network/firm providing UK mortgage brokerage services to consumers through adviser networks.
• Countrywide (Connells) Mortgage Services: Large UK estate agency and financial services group offering mortgage advice as part of an integrated property transaction service. Comparable as a UK retail mortgage broker with a branch-based distribution model and similar customer base.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php?id=100008303340431
• LinkedInlinkedin.com/company/gary-price-mortgages-ltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 GARY PRICE MORTGAGES LTD