Mortgage and Financial Guidance Limited

What Mortgage and Financial Guidance Limited does

Mortgage and Financial Guidance Limited is a privately held mortgage brokerage and financial advisory firm based in Belfast, Northern Ireland, operating as an Appointed Representative of PRIMIS Mortgage Network (a trading name of Personal Touch Financial Services Ltd, authorised and regulated by the Financial Conduct Authority). Founded in 2003 and led by Director Tim Leonard, who has over 25 years of experience in financial services and more than 20 years as a mortgage broker, the firm serves individual consumers across Northern Ireland and the wider United Kingdom. Customer-facing activity is concentrated in first-time buyer, home-mover, remortgage, buy-to-let and adverse-credit mortgage cases, with the firm acting as an intermediary rather than an underwriter.

The company operates three interconnected service lines. The core mortgage advisory service provides access to a panel of lenders (including Nationwide, NatWest, LBS, Virgin Money, Precise Mortgages and HSBC) and is supported by website tools including a mortgage calculator, finder and comparison tables, plus a jargon-buster educational resource. Insurance and protection products cover life insurance, income protection, critical illness cover, landlord insurance, and buildings and contents insurance. Private Medical Insurance advisory was added more recently, covering both personal and corporate schemes with annual reviews and provider negotiations. The firm manages the full application lifecycle from initial advice through agreement in principle, lender submission and completion, liaising with lenders, solicitors and estate agents on the customer's behalf.

The business model is professional services and commission-driven, with a typical mortgage advice fee of £349 (subject to individual circumstances) supplemented by lender and provider commissions. Go-to-market is sales-led and relationship-driven, relying on direct customer contact via phone, email, in-person appointments at the Belfast office, and a content-marketing website. Customer testimonials are prominently featured and dated through 2024, indicating ongoing operations. The firm is founder-managed with 1-10 employees, no external funding, and no disclosed revenue. Distribution is regional with a UK-wide remote advisory capability, while the underlying technology stack is standard industry tooling with no proprietary technology, AI capabilities or digital platform disclosed.

Name

Mortgage and Financial Guidance Limited

Legal name

Mortgage & Financial Guidance Ltd

Website

https://mortgageguidance.net

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Mortgage and Financial Guidance Limited is a Belfast-based mortgage broker and financial adviser, acting as an Appointed Representative of PRIMIS Mortgage Network to offer mortgage, protection and private medical insurance advice to individual consumers across Northern Ireland and the UK.

Ownership category

akta.pro rank

Product category

Mortgage Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (522310), Insurance Agencies and Brokerages (52421)

SIC

Loan Brokers (6163)

akta.pro primary industry

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

akta.pro secondary industry

Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)

Keywords

• Mortgage brokerage services
• Mortgage advice
• Protection insurance advice
• Private medical insurance
• Remortgage advisory

Headquarters

HQ city

Belfast

HQ country

United Kingdom

HQ region

Europe

Offices1 record

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: The company charges fees for mortgage advice services. Their typical fee is £349, though this is dependent on individual circumstances.
2. Insurance and Protection Products: Revenue generated from providing tailored life insurance, critical illness cover, income protection, landlord insurance, and buildings and contents insurance solutions.
3. Private Medical Insurance Advisory: Bespoke advice on company and personal private medical insurance schemes, with annual reviews and negotiations with providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Mortgage and Financial Guidance Limited is a Belfast-based mortgage broker and financial advisory firm providing mortgage advice across first-time buyer, home mover, remortgage, and buy-to-let products from a whole-of-market panel of lenders. The firm also arranges insurance and protection solutions (life, income protection, critical illness, landlord, buildings and contents) and delivers bespoke private medical insurance advice for individuals, families, and companies, managing the entire application process from initial consultation through to completion.

Product overview

Mortgage and Financial Guidance Limited operates as a mortgage broker and financial advisory firm offering three interconnected service lines: mortgages (first-time buyer, moving home, remortgage, and buy-to-let products accessed through their online finder and calculator tools), insurance and protection (life insurance, income protection, critical illness cover, and buildings/contents insurance), and private medical insurance for individuals and businesses. The company acts as an intermediary sourcing products from a panel of lenders and insurers, providing tailored advice and managing applications through to completion.

Differentiator

Problem solved

Functional benefit

Products and services

• Mortgages Core mortgage advisory service with access to hundreds of mortgage products from multiple lenders, covering first-time buyer, home mover, remortgage and buy-to-let mortgages. Includes product finder tools, calculators, comparison tables and full application management from introduction through to completion.
• First Time Buyer Mortgage Advice Specialist mortgage advice for first-time buyers covering borrowing amounts, deposit requirements, loan-to-value ratios and additional costs such as conveyancing and stamp duty.
• Moving Home Mortgage Advice Mortgage advisory for buyers purchasing a new home while selling their existing property, including agreement in principle and full mortgage application management.
• Remortgage Advice Advice and arrangement of remortgage products to switch deals or lenders, save money, consolidate debts or release equity from property.
• Buy To Let Mortgage Advice Specialist buy-to-let mortgage advice for landlords purchasing properties to rent to tenants, assessing affordability via rental income and typically requiring 25% deposits.
• Insurance and Protection Advice Advice on life insurance, income protection, critical illness cover, landlord insurance and buildings and contents insurance to protect customers' families, homes and financial wellbeing.
• Private Medical Insurance Advice Bespoke private medical insurance for individuals, families and companies, providing access to private healthcare facilities, technology, drugs and procedures while avoiding NHS waiting lists, with annual reviews and provider negotiations.

Named customers6 records

Segments7 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• PRIMIS Mortgage NetworkcoreChannel Partner/ Reseller/ DistributorMortgage & Financial Guidance Ltd is an Appointed Representative of PRIMIS Mortgage Network, a trading name of Personal Touch Financial Services Ltd. PRIMIS is authorised and regulated by the Financial Conduct Authority. The network handles formal complaints and provides regulatory oversight.
• Personal Touch Financial Services LtdcoreChannel Partner/ Reseller/ DistributorParent company of PRIMIS Mortgage Network. Personal Touch Financial Services Ltd is authorised and regulated by the Financial Conduct Authority and provides the regulatory framework under which Mortgage & Financial Guidance Ltd operates as an Appointed Representative.

Scale indicators3 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• London & Country Mortgages: One of the UK's largest mortgage brokers, offering whole-of-market mortgage advice with a fee-based model. Directly comparable business model to Mortgage and Financial Guidance, operating from a single head office with telephone/digital advice channels and a panel of mainstream lenders.
• John Charcol: Long-established UK mortgage broker specialising in complex cases, adverse credit, and high-value lending. Directly comparable due to its specialism in niche borrower segments (including adverse credit) that overlap with Mortgage and Financial Guidance's target market.
• Trussle: UK online mortgage broker (now part of L&C) offering free, technology-driven mortgage advice. Comparable as a digital-first competitor targeting similar first-time buyer and remortgage customer segments.
• Alexander Hall: London-based independent mortgage broker offering fee-based whole-of-market advice including first-time buyer, remortgage, and buy-to-let. Comparable business model to Mortgage and Financial Guidance, particularly on the fee structure and product breadth.
• Habito: UK online mortgage broker offering free digital mortgage advice with a tech-led customer journey. Comparable as a direct competitor for mortgage customers, with a contrasting digital-first delivery model that pressures traditional brokers' fee-based economics.

Others

• Bupa: Major UK private medical insurance provider. Comparable as a counterparty in the firm's PMI advisory business — the firm places clients with PMI providers such as Bupa, making it an ecosystem participant rather than direct competitor.
• PRIMIS Mortgage Network: Parent network of Mortgage and Financial Guidance (trading name of Personal Touch Financial Services Ltd). Comparable as the enabling/intermediary platform providing FCA authorisation, lender relationships, and compliance infrastructure that underpins the firm's regulated activity.
• SimplyBiz Mortgage Services: UK mortgage and protection network supporting appointed representatives. Comparable as an alternative to PRIMIS, providing the regulatory and infrastructure framework that small mortgage brokers rely on to operate under FCA authorisation.

Broad incumbents

• Mortgage Advice Bureau: UK-listed (MAB1) mortgage broker network with thousands of advisers across the country. Comparable because it operates in the same mortgage intermediation space with whole-of-market lender panels and protection cross-sell, though at substantially greater scale than Mortgage and Financial Guidance.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/mortgage-and-financial-guidance-limited

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 Mortgage and Financial Guidance Limited