Most companies say they do things differently. We built this page so you can see that we do.
The mortgage world isn’t always easy to navigate. It can be full of jargon, slogans, fine print, hidden motives, and confusing advice.
We wanted to do better, and we’ve built our services, content, and entire advice model around that belief.
This page is here to help you:
Understand how and why we do things the way we do
See the principles behind the advice we give and the tools we build
Know where we’re still improving
We won’t claim to be perfect. But we do promise to be clear.
How Our Advice Works - “Specialists not Generalists”
We believe in building advice around people, not efficient processes, profit margins, or assumptions.
Our business model is built around channel expertise, not just bog-standard qualified mortgage advice. Channel experts are specialists in specific types of borrower or mortgage needs.
We liken this to the medical profession—you have GPs who are good at the basics, but when it comes to something more serious, they need to refer you to a cardiac specialist or a chiropractor.
Would you want your GP to have a go at heart surgery on your behalf?
It sounds dramatic, but for the vast majority of people, their mortgage is the single biggest investment they’ll make in their lifetime. It’s so important to get the right advice, the first time.
You can read how the channel-expert model works here.
Who Writes and Reviews Our Content
We don’t outsource our writing. We don’t use freelancers. We don’t rely on AI to write articles.
Currently, every guide and explainer on this website is:
Written by our in-house team, who work directly with our channel experts
Reviewed by a relevant channel-expert advisor who has deep, real-world experience in that topic
Informed by our live data tool, which gives us real-time access to lender criteria and product availability
Updated as lender rules or market norms shift
Read our guide to “How our mortgage content is made” if you’d like to learn more.
What We’ll Always Be Honest About
We’ll always tell you when:
You don’t need advice (and are likely to do fine on your own)
Your best option is to stick with your current lender
There’s a cheaper deal elsewhere that we can’t access for you
Our job is to help you make the best possible decision, not just the one that benefits us the most.
Where We’re Still Improving
We’re proud of how far we’ve come, but we’re not done.
Here are some things we’re still working on:
Rolling out full channel-expert coverage across the entire website and all possible channels we cover
Reviewing every page of content so it reflects our current standards
Making our comparison tool easier to interpret for non-brokers
Publishing more advisor insights directly into content, including video
Improving how and when we collect feedback so we can act on it faster
Continuing to phase out old pages that don’t reflect our current values or approach
We’d rather build it properly than quickly.
Data, Reviews and Trust Signals
Here’s some of the information we openly share:
We currently pull live product and criteria data from over 100 UK mortgage lenders
Our advisors are all qualified, regulated, and vetted for both quality and experience
Our experts are measured on service and outcomes – not simply sales volume
We operate a Fair Fee Guarantee – you’ll never be charged more than what’s reasonable for your situation
We regularly review Trustpilot feedback and take action based on what we learn
We handle complaints fairly and transparently, with clear escalation paths
Our mortgage approval guarantee promises that if we can’t get you a mortgage when we said we could, we’ll refund our fee and give you up to £100 for the inconvenience