Theo

Name

Theo

Legal name

Theo App Ltd

Website

https://theoapp.co.uk

Company type

Private

Founded year

2026

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Personal Finance Software

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Finance Services (6199)

akta.pro primary industry

Net Worth & Personal Balance Sheet Tracking (FSAGADAF)

akta.pro secondary industry

Expense Tracking & Financial Dashboards (FSAGADAB)

Keywords

• Mortgage rate tracking
• Mortgage intelligence app
• Remortgage savings
• LTV optimization
• Property portfolio monitoring

Headquarters

HQ city

Southend-on-sea

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Premium Subscription: Freemium model with free core features (Market Signals, Bank of England alerts, rate expiry countdowns) and a Premium tier at £9.99/month with free trial. Premium adds personalised rate monitoring, Beat My Current Rate alerts, rate forecasts, what-if simulations, and full deposit history.
2. Potential Broker Referral: When Theo finds a genuine saving, users can connect with FCA-authorised advisers to act on it. The app provides intelligence; the adviser provides regulated advice. Commercial terms not disclosed.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Theo is a UK-focused iOS mobile application that monitors 100+ mortgage lenders and 10,000+ products daily, alerting individual borrowers when rates in their LTV band move favourably. It calculates net saving after Early Repayment Charges, tracks unlimited properties in a portfolio view, and forecasts 30/60/90-day rate direction from swap rates, CPI and Bank of England data. Core features are free; a Premium tier at £9.99/month adds personalised monitoring, rate forecasts and what-if simulations.

Product overview

Theo is a UK mortgage rate tracking app for iPhone that monitors 100+ UK lenders daily. The core product is the Theo Mortgage Rate Tracker App, which includes Market Signals (daily lender repricing tracking), Savings Intelligence (net saving after ERC calculation), Rate Movement (historical trend charts), Rate Forecast (30/60/90-day outlook), Rate Alerts (push notifications), LTV Optimiser, and Portfolio Tracking. Supporting products include the Deposit Savings Tracker for first-time buyers with a moving target date and rate alerts, the First-Time Buyer Deposit Calculator, and the Mortgage Overpayment Calculator. Theo is free to download with core features, plus a Premium tier at £9.99/month. The app was built by a CeMAP-qualified mortgage broker and provides information only, not financial advice.

Differentiator

Problem solved

Functional benefit

Products and services

• Theo Mortgage Rate Tracker App A freemium iPhone app for UK homeowners and first-time buyers that monitors 100+ mortgage lenders daily, calculates ERC-adjusted net savings, provides push alerts when rates in the user's LTV band move in their favour, forecasts 30/60/90-day rate direction and supports portfolio tracking across multiple properties including buy-to-let and limited company ownership structures.

Quantifiable outcome

• 100+ lenders tracked daily
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

One partnership is on record.

• Verifi Mortgages LtdcoreImplementation/ SI/ Consulting PartnerWhen Theo identifies a genuine saving for users, it connects them with FCA-authorised advisers at Verifi Mortgages Ltd to act on it. Theo provides the intelligence; Verifi provides regulated mortgage advice. Jason Foord, Director of Verifi Mortgages Ltd, is also the founder of Theo — making this a closely integrated advisory pathway rather than an arm's-length referral.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Sprive: Sprive is a UK consumer app focused on mortgage overpayments and deposit savings for first-time buyers. It is TheoApp's most directly comparable peer, named by Theo itself on its comparison page, with overlapping target customers and overlapping free-versus-premium monetisation.
• Habito: Habito is a UK digital mortgage broker offering online mortgage application and advice. It overlaps directly with Theo in the UK consumer mortgage decision journey, from rate discovery through to broker-assisted completion.
• Trussle: Trussle is a UK online mortgage broker that helps users find and switch mortgages. It shares Theo's focus on simplifying UK mortgage decisions and serving borrowers between traditional broker appointments.
• Mojo Mortgages: Mojo Mortgages is a UK mortgage broker platform offering whole-of-market mortgage advice online. It overlaps with Theo's intelligence-plus-advice thesis by combining rate comparison with regulated broker execution.
• L&C Mortgages: London & Country (L&C) is the UK's largest fee-free mortgage broker. It overlaps with Theo's intelligence-plus-broker model by offering whole-of-market mortgage advice to UK consumers.

Broad incumbents

• Moneyfacts: Moneyfacts is a long-established UK financial data provider publishing mortgage rate tables and product comparisons used by lenders, brokers and consumers. It is a broad incumbent whose data layer underpins much of the UK mortgage information ecosystem that Theo also draws from.
• Moneysupermarket: Moneysupermarket is a major UK price comparison platform with mortgage and financial product comparison at scale. It is a broad incumbent whose mortgage comparison product overlaps with Theo's rate-monitoring proposition.
• ClearScore: ClearScore is a UK consumer finance platform covering credit scores, cards and loans with a large freemium user base. It is comparable as a broad incumbent UK consumer fintech that monetises through financial product referrals and could expand into mortgage tracking.

Others

• MoneySavingExpert: MoneySavingExpert is the UK's largest consumer finance information site, including extensive mortgage comparison and education content. It is comparable as a top-of-funnel competitor for consumer attention on UK mortgage decisions rather than as a transactional competitor.

Emerging players

• Mortgage Calculator UK: Mortgage Calculator UK is a UK-focused mortgage calculation and information site named by Theo in its own comparison pages. It is comparable as a partial-overlap competitor in the UK mortgage decision-support space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thetheoapp
• TikToktiktok.com/@theo.app

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 Theo