firstmortgage.co.uk
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First Mortgage: The £26M Fee-Free Disruptor
How 126 employees are redefining UK mortgage broking without charging a penny.
In a market saturated with fee-charging brokers, First Mortgage has executed a classic disruption playbook: give away the core service and monetize the ecosystem. With 32,563 monthly visitors and a 5/5 Trustpilot rating from 30,967 reviews, they aren't just playing the game—they're rewriting the rules of mortgage broking.
"The most dangerous position in fintech isn't having the best tech—it's having the most trust. First Mortgage owns the conversation."
The SEO Moat Strategy
Despite a modest global rank of #957,215, First Mortgage dominates high-intent local searches. They rank for 'first mortgage' (1,270 monthly volume) and own hyper-local terms like 'mortgage brokers cambridge' (180 volume). The 62% organic traffic share reveals a sophisticated content strategy that bypasses paid acquisition costs, creating a defensible moat in a crowded market.
The Trust Engine
30,967 Trustpilot reviews at a 5/5 rating is statistically improbable for a financial service—yet First Mortgage has achieved it. This isn't just customer satisfaction; it's a viral growth engine. Each review acts as a conversion asset, reducing customer acquisition costs while building an unassailable reputation in an industry where trust is the primary currency.
Their tech stack reveals a pragmatic approach: jQuery and Tailwind CSS suggest a lean, functional frontend rather than over-engineered architecture. Google Analytics and Hotjar indicate a data-driven optimization culture. The absence of cutting-edge frameworks isn't a weakness—it's a strategic choice to prioritize speed and reliability over tech novelty.
- Fee-free model: Revenue comes from lender commissions, not customer fees
- Hyper-local SEO strategy targeting specific UK cities and regions
- Massive social proof: 30K+ reviews create an insurmountable trust barrier
- Lean operations: $26.5M revenue with just 126 employees = $210K revenue per employee
The Lesson for Founders
First Mortgage proves that in financial services, trust scales better than technology. Their £26M revenue isn't built on code—it's built on 30,967 five-star relationships.
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Free Mortgage Advice | First Mortgage
Award winning fee free mortgage advice from the UK's leading mortgage brokers. We will find the best mortgage for you, guaranteed.
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Reviews (20)
I would recommend First Mortgages to…
I would recommend First Mortgages to all first time buyers. They are patient, kind and care about keeping clients updated with all of the information required to purchase a mortgage.
OUTSTANDING Service!
Megan and Joanne were absolutely phenomenal at supporting me in getting the mortgage for our new home. Communication was clear and Megan took me through all that was needed to ensure we got the best service and mortgage offers out there. I would highly recommend them both and when our mortgage needs sorting again we will definitely be back! Thank you so much for all your support.
I had a very positive experience with FirstMortgage and would happily recommend them.
After my new build property viewing, Alison Holland arranged a call straight away to complete my mortgage affordability check. She was professional and efficient, and thanks to how quickly everything was done, I was able to reserve the property the very next day. Robert Nicholls supported me throughout the entire mortgage application process. As a first-time solo buyer, I really appreciated how clearly he explained every part so I fully understood what I was committing to. He went above and beyond, spending extra time helping me sort out my home insurance and life insurance and made sure I was comfortable with every decision along the way. Despite this taking place during the holiday period, Robert secured my mortgage offer within the required timeframe for the exchange of missives. The process felt well managed and reassuring from start to finish. Thank you again for all the support. Hristina
David was amazing and very patient with…
David was amazing and very patient with me as i am a little old school. He helped me massively by taking the time to explain everything to me and the steps i needed to take making me feel reassured.
Keith has been absolutely excellent
Keith has been absolutely excellent. Very efficient and made it as clear and easy as possible.
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About firstmortgage.co.uk
Award winning fee free mortgage advice from the UK's leading mortgage brokers. We will find the best mortgage for you, guaranteed.
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firstmortgage.co.uk uses 19 technologies across their website including Font Awesome, PHP, WordPress, and more.
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WordPress
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DoubleClick Floodlight, Microsoft Ads
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firstmortgage.co.uk receives approximately 32.6K monthly visitors and ranks #957,215 globally. The website has a bounce rate of 59% with visitors viewing an average of 1.9 pages per visit. Users spend an average of 1:46 on the site.
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