About Us

The right advice, for everyone! We’ve made it our mission to make sure all borrowers get a five-star mortgage broker experience, whatever their background. Over the years, we’ve helped customers find finance under all circumstances, often when other lenders and brokers have let them down.

Home About Us

What is Online Mortgage Advisor and how do we help customers? 

Online Mortgage Advisor (OMA) is a free mortgage broker matching service that matches people with someone specifically based on their circumstances. Our website is an emporium of information about mortgages and related products, from bridging finance to secured loans, and we also help the mortgage industry with our own academy and training services for brokers.

How we started

Online Mortgage Advisor started in 2013 when mortgage lenders were notoriously struggling to lend to borrowers following the credit crunch which drew in stricter eligibility requirements.

Founded by mortgage expert Pete Mugleston and marketing guru David Bird, Online Mortgage Advisor emerged as a beacon of light in a dark time for the mortgage industry. We believe that nobody should fall victim to bad mortgage advice and made it our mission to ensure that a mortgage never gets in the way of our customers’ homeownership dreams. We continuously invest in our team to ensure we can continue helping customers get the help they need. 

The need for specialist mortgage experts has never been greater, so we launched a free broker-matching service to give everyone the opportunity to find their perfect advisor without lifting a finger. More than 600,000 customers have since used our service to achieve their goals in the property market, and the vast majority of them give us top marks on Feefo, Trustpilot and Google.

Our mission statement

We’ve made it our mission to seek out new borrowers and make sure they get a five-star mortgage broker experience, whatever their background.

Our Values

Our core values are… 

  • Knowledge & Mastery
  • Empathy & Understanding 
  • Care & Honesty 
  • Generosity 
  • Trust & Ownership 
  • Friendliness & fun

We work exclusively with mortgage brokers who share these values and we’re passionate about matching customers with the right expert so they save time and money, as well as improve their chances of landing that home they’ve always wanted.

Company timeline


The Start

Online Mortgage Advisor is founded by Pete and Dave


Start-Up of the year

Our unique specialist mortgage broker network achieves national coverage. Named Start-Up of the Year by The Guardian newspaper


Network grows to 100 Brokers

Mortgage Broker network grows to 100 mortgage advisors and the OMA Academy is launched


Rated Gold on Feefo

Rated Gold on Feefo and launches leading automated customer triage and nurturing system for mortgage brokers (Salesforce)


OMA Academy awarded

Industry-first API with mortgage lender Bluestone. The OMA Academy is awarded LIBF accreditation


Rated Platinum on Feefo

Certified Platinum on Feefo. Broker network grows to 200 advisors and OMA's National Advisor Awards are launched to celebrate excellence in the industry


Online Money Advisor

Sister service Online Money Advisor goes live


250+ Mortgage brokers

Over 250 specialist mortgage brokers now working within the Online Mortgage Advisor network


Over 600,000 customers helped

To date, we've helped over 600,000 customers as we continue growing and helping more customers get the mortgage they need

Helping you find the right advice

We handpick the mortgage brokers we work with and are super selective when it comes to who we triage customers to. We only partner with experts who share our values and understand that some mortgage applications call for different expertise to others.

We also specialise in helping customers who have even more complex or niche circumstances. For example, there are mortgage brokers in our network whose forte is helping self-employed who want to use salary, dividends, bonus and retained profits as income. This is the kind of scenario that calls for specialist knowledge and expertise, and our mortgage broker-matching service will make sure you get that, not just a list of rates and deals.

Similarly, if you have bad credit, you’re in your probationary period and you want to remortgage to consolidate your debts, approaching a lender or broker at random is unlikely to do you any good. You’ll need an expert who specialises in debt-consolidation remortgages, and we could help you out by matching you with the expert best place to help you get a positive outcome.

Under niche circumstances like these, the risk of being rejected by a mortgage lender or hit with hefty rights are high without professional guidance; but the right mortgage broker could save you time and money by introducing you to the right lender, first time. 

We only work with OMA-accredited mortgage brokers

How do we make sure the brokers we work with offer a five-star service? We train them ourselves! As part of our invite-only onboarding strategy, all brokers must meet our high standards before we’d even consider letting them help one of our customers.

There are more than 250 specialist mortgage brokers in our growing network, all of whom had to make it through our rigorous vetting process, which includes…

  • Company Assessment: Checks at company level, looking into processes and procedures, verifying they have the right qualifications, permissions, and access to the market. We only work with those that are GDPR-compliant and data secure.
  • Advisor Assessment: Checks at advisor level, assessing that an individual’s spread of mortgage lenders and experience is adequate. Before then, assessing their knowledge and ability formally in our unique and LIBF-Accredited Specialist Advisor Academy, as well as running them through systems and process training.
  • OMA Advisor Academy: Officially recognised as a LIBF-Accredited Development Program, we have created 26 modules (and counting) of pure specialist mortgage knowledge. Each advisor must pass every module and specialist license in our academy to prove they know the market before being signed off as capable and cleared to work with our customers. Those who fail do not make the cut.
  • OMA Advisor Charter: All advisors then sign our Advisor Charter, confirming their pledge to uphold Online Mortgage Advisor’s vision and core values, in meeting strict service levels and treating every customer like they’re family.
  • Ongoing Management KPIs: All advisors are monitored on every customer they work with, and are required to meet minimum Key Performance Indicators (KPIs) in terms of core metrics that drive success for our customers. This includes contact rates, lender agreement successes, and customer feedback – each advisor has a 5-star rating based on the customer experience and outcomes they deliver.

Incredible customer service milestones

To date, we’ve helped more than 450,000 people get the right advice about mortgages and other financial products. 

Over the years, we’ve helped customers find finance under unique circumstances, often when other lenders and brokers have let them down. The Online Mortgage Advisor team thrives on helping people where others can’t, and our customers, in turn, love the experience we offer. 


Pete Mugleston, Managing Director

Pete, an industry-renowned mortgage guru, cut his teeth in the middle of the credit crunch working as a broker before he co-founded Online Mortgage Advivsor. At a time when many needed help and few banks were lending, Pete made a name for himself as someone who’s willing to go that extra mile to find mortgages for people other brokers thought were a lost cause. 

The experience he gained, coupled with his love of helping people achieve their goals, led him to launch this company with a clear vision: to help as many customers as possible find the right mortgage broker, regardless of their needs or background. 

Dave Bird, Marketing Director

His principles-based approach to marketing has helped Online Mortgage Advisor and other businesses get exactly where they need to be: well-positioned to attract customers while delivering the best possible experience and end results.

When Dave met Pete, they found that their talents, although at opposite ends of the spectrum, complimented each other beautifully. The rest, as they say, is history.

Meet the team

Find out about everyone else at Online Mortgage Advisor


How we make our income

We earn income from the mortgage brokers in our network in different ways. Some pay us a share of revenue upon completing your mortgage, membership fees, or referral. Others pay an up-front fee to be introduced to customers they’re best qualified to help.

The business model we apply to each partnership is chosen on a case-by-case basis, based on what is the most likely to be successful and maximise mortgage approvals. We don’t charge customers anything; our services for matching the right mortgage broker to a customer are free

Legal Information

Onlinemortgageadvisor.co.uk is an information website – all of our content is written by qualified writers and advisors from the front line, for the sole purpose of offering great, relevant, and up-to-date information on all things mortgages. You can find out more in our editorial guidelines.

Online Mortgage Advisor is a trading name of FIND A MORTGAGE ONLINE LTD, registered in England under number 08662127. We are an officially recognised Introducer Appointed Representative and can be found on the FCA financial services register, number 697688.

Further information can be found on our Terms and Conditions, Privacy Policy and Cookie Policy.

Contact us

New customer enquiries: [email protected]

Customer feedback: [email protected]

Working with us[email protected]

Phone: 0808 189 2301

Office address

Online Mortgage Advisor
Sterling House
Outrams Wharf
Little Eaton
DE21 5EL

An award-winning formula

We know we offer a five-star service and the countless customers we’ve helped would agree, but it’s always nice to get formal recognition, too. Over the years, Online Mortgage Advisor has won several awards, including the coveted Trusted Service Award from Feefo and 2014 Start-Up of The Year from The Guardian newspaper.

Online Mortgage Advisor and the people behind it are regularly in the running for prestigious mortgage industry awards, too. In 2020, we were nominated for an accolade by What Mortgage Awards and Pete made the shortlist for the British Specialist Lending Awards. The following year, we were nominated for gongs at The British Mortgage Awards as well as What Mortgage Awards for a second year running.


We support causes close to our hearts

One of our current chosen charities is Georgie’s Gift, founded by friends of the business Matt and Paula Hall in honor of their beloved Georgie. The organisation’s aims are to support families, hospitals, and the fight against meningitis. If you want to know more and to donate to this great cause, head over to Georgie’s Gift’s total giving page.

Online Mortgage Advisor also supports MHU – Mercy Hands Uganda, a community-based, non-government organisation founded to improve the lives of vulnerable, orphaned and abandoned children in the African country.

Find out more about how much we care about giving back.


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