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About Us

Find out why we love mortgages so much, and how we can help you get your mortgage

5/5 on Feefo

Find out why our customers love us

Specialist Mortgage Brokers

Whole of market coverage

No Fees

We don't charge any fees for our services

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 upon their circumstances. Our website is an emporium of information about mortgages and related products, from bridging finance to secured loans, and we also do our bit to improve the mortgage industry with our own academy and training services for brokers. 

A quick history lesson

We started at what some might consider the worst possible time: in the aftermath of the credit crunch. The year was 2013, mortgage lenders were struggling, their eligibility requirements were tight and misinformation was rife… until we arrived on the scene.

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 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.

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 120,000 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.

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

Our mission statement

The right advice, for everyone! 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.


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 OMA. 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 Online Mortgage Advisor with a clear vision: to help as many customers as possible to find the right broker, regardless of their needs or background. 

You can read more about Pete on his bio page

Dave Bird, Marketing Director

Seen by many as a fountain of digital marketing knowledge, Dave is an expert in SEO, PR and content. 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.

You can read more about Dave on his bio page.

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 120,000 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. We can say this with confidence since we’re rated 5/5 on Feefo.

Article writing policy

All of the articles you’ll find on our websites are a collaboration between expert mortgage brokers and professional writers with vast experience in finance and property content production. Our writers draft the articles with input from mortgage advisors and the brokers in our network proof the final product, checking it for accuracy and compliance.

None of our articles contain financial advice but instead give information on various topics, in line with Financial Conduct Authority (FCA) regulations. Our website is an emporium of need-to-know information that will help prepare you for your free, no-obligation consultation with the mortgage brokers we work with.

Meet the team

Find out more about the Online Mortgage Advisor team


How we make our income

We have over 250 brokers in our network and we work with them in different ways. Some pay us a share of revenue on completion of your mortgage, membership fees, or by 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.

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. Visit their website for more information.


Contact us

Speak to one of the expert mortgage brokers we work with today by calling us on 0800 304 7880 or making an enquiry online. Then sit back and let us do all the hard work. We’ll match you with a broker with the right expertise for your circumstances. We could save you time and money! We don’t charge a fee and there’s no obligation or marks on your credit rating.

Office address

Bezant House, 

Bradgate Park View, 



United Kingdom, 

DE73 5UH

FCA disclaimer

*Based on our research, the content contained in this article is accurate as of the most recent time of writing. Lender criteria and policies change regularly so speak to one of the advisors we work with to confirm the most accurate up to date information. The information on the site is not tailored advice to each individual reader, and as such does not constitute financial advice. All advisors working with us are fully qualified to provide mortgage advice and work only for firms who are authorised and regulated by the Financial Conduct Authority. They will offer any advice specific to you and your needs.

Some types of buy to let mortgages are not regulated by the FCA. Think carefully before securing other debts against your home. As a mortgage is secured against your home, it may be repossessed if you do not keep up with repayments on your mortgage. Equity released from your home will also be secured against it.

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