Acquisition adds high-traffic homeowner guidance platform to broker’s home-moving strategy
Derby-based mortgage broker Mortgage Advice Bureau (MAB) has agreed to acquire HomeOwners Alliance (HOA), a London-based property advice platform, as the intermediary brand seeks to engage customers earlier in the homebuying journey.
MAB will take a 100% stake in HOA, acquiring the full share capital from its founders and Smoove. The total consideration is £1.4 million, plus distributable reserves, with half payable on completion and the remainder due over two years.
HOA is a consumer platform that draws millions of website visits a year, offering guidance, tools and services for homeowners and prospective buyers. MAB said the purchase would support its plans to extend its role beyond mortgage advice and deepen links with related parts of the home-moving process, including its preferred suppliers.
The group also said the deal strengthens its position ahead of any potential changes arising from the government’s ongoing home-selling and buying consultation.
MAB expects the integration and enhancement of HOA’s digital platform to increase lead volumes, broaden the range of services available — including protection — and reinforce connections between mortgage advice and complementary home-moving services.
“HomeOwners Alliance has built a strong reputation as a trusted source of information for homeowners and prospective buyers,” said Ben Thompson (pictured right), director of home moving strategy at Mortgage Advice Bureau.
“This acquisition strengthens our ability to engage with customers earlier in their homebuying journey and supports our strategy to broaden MAB's role across the wider home-moving process.
“We're pleased to welcome HomeOwners Alliance to the Group and look forward to supporting its continued growth.”
For Paula Higgins (pictured right), founder and chief executive of HomeOwners Alliance, joining Mortgage Advice Bureau will enable the company to benefit from additional resources and reach, allowing it to expand the guidance, tools, and research it provides.
“We will continue to operate independently, retaining a strong voice for consumers, and are excited about our growth plans under MAB’s ownership,” she said.
Want to be regularly updated with mortgage news and features? Get exclusive interviews, breaking news, and industry events in your inbox – subscribe to our FREE daily newsletter. You can also follow us on Facebook, X (formerly Twitter), and LinkedIn.
