From its beginnings as a solo startup, firm has grown to be a thriving brokerage
In a refurbished former HSBC banking hall in West Kirby, the Allsop family and their team at MAIN Mortgage & Insurance Needs are quietly marking a major milestone: 20 years of serving their community. What began with one former bank manager and no clients is now a thriving brokerage with 17 staff, a growing referral network, and a track record of more than £1.04 billion in arranged mortgages.
“We started from nothing,” said founder Graham Allsop. “I was made redundant from my bank job and decided to build something local. That was 2005, and we had no client base, just the belief that we could make a difference.”
From solo startup to family firm
The business may have started with Graham, but it quickly evolved into a family affair. His son, George joined in 2014, bringing brokerage experience, while Elliott, his youngest son, a chartered accountant, signed on in 2016 after time in estate agency and finance. Today, the company operates as a close-knit unit where father and sons are directors, mortgage advisors and protection brokers.
“We all give advice, so we barely talk during the day,” Graham joked. “But we meet weekly to thrash things out. We share the same vision even if we see different paths to get there.”
The company has grown from three people in a small office to 17 full-time staff and multiple interview rooms in their modern space. Despite that growth, they remain hyper-local, with clients and team members rooted in the Wirral.
Mortgage-led, but insurance built to last
MAIN’s business is evenly split between mortgages and protection, though mortgages remain the entry point. “The conversation always starts with the mortgage,” said Graham. “Very few come to us just for insurance, but once we help them buy a home, we make sure they’re protected.”
Protection has become a major revenue stream, comprising nearly 50% of the firm’s income. Since launching, the firm has helped more than 4,500 families secure coverage worth over £2.3 billion safeguarding them against life-threatening illnesses and financial risks.
Their approach is long-term and referral-driven, MAIN focuses on personal support for returning clients and providing service designed to build trust.
Staying ahead with steady systems
Part of the firm’s recent success stems from an 18-month overhaul of internal processes. With tools like Calendly for appointment scheduling and CRM Smartr365, a broker driven system which gives a clients full up to date information, at the point of contact, which provides seamless operations.
“We don’t wait until month-end to figure out how we’re doing,” said Felix Lawrenson, who leads marketing and tech adoption. “It’s allowed us to track the full history of each client, every step of the way”.
The strategy is working. In 2025, MAIN is on pace for its best financial year yet. With three months to go, they’ve already exceeded last year’s turnover.
Looking ahead as legacy builds
Despite the celebratory mood, there’s a clear eye on the future. Graham, still personally responsible for about 24% of the firm’s business, plans to transition out within the next three to five years. Graham, George and Elliott all live within walking distance of the office and are invested in the local community “I walk to work. I love what I do. But we know succession is critical and I am confident that I will be leaving the business in safe hands,” Graham says.
With sustained staffing, upgraded offices, and a loyal client base, MAIN Mortgage & Insurance Needs looks poised to double turnover within its three-year plan. As the team continues to serve its community without the flash or fanfare of larger brokerages, its success offers a case study in local-first, trust-based growth.
On the 30th September Graham, Elliott and George were invited to The Trump, Turnberry in Scotland to a Primis elite event 2025, where they were awarded Top Firm in the UK (2-5 advisors) out of 330 firms in the category. George was awarded “Best of the Best” top overall broker in the UK, beating 2,682 advisors nationwide.
By the numbers
- £1.04 billion in residential mortgages arranged
- £351 million in buy-to-let mortgages
- 9,240 local households supported
- £2.3 billion in insurance coverage placed
- Over 4,500 families protected
- Winner of Primis Mortgage Network’s Top Broker and Top Firm awards (2-5 advisors category)
