Top UK mortgage lead generation companies: 2026 comparison

Quick picks (pick one and skip the rest)

• Cheapest exclusive per-lead with published prices: Lead Pronto (£26/lead) or LeadCrowd (from £30/lead).
• Cheapest test run: Bark (£10–£18/lead, shared with up to 5 brokers).
• Booked appointments, no chase, no-shows refund: MortgagesBooked (£90/show).
• Marketplace with national reach: Unbiased (from £10+VAT, averages £65+VAT per lead, £643/mo total minimum including VAT, 6-month term).
• Directory listing only, no leads included: VouchedFor (£45–£60+VAT/mo).
• Build your own pipeline instead of buying: The Lead Engine (website + Google Ads, from £50/mo).
• Skip if you want price transparency: The Pipeline, Firstrungnow, Mortgage Leads Direct, Simply Online Leads — all hide pricing behind a contact form.
• Avoid if you hate commission splits: Online Mortgage Advisor (takes 22% of your procurement fee per case).

The comparison table

All prices verified from each provider's website as of April 2026. "—" means not published. VAT shown where the provider flags it.

Figures pulled from each provider's public pricing page or product page on 23 April 2026. Where a provider doesn't publish prices, I've said so. For a deeper breakdown of what Bark, Unbiased, VouchedFor, Digital Roo and RMT Direct actually cost in practice, see my 2026 price guide.

Three types of provider (and what each one trades off)

• Marketplaces and directories — Unbiased, VouchedFor, Online Mortgage Advisor. You pay to appear. Leads come from consumers browsing the platform. Good for volume and brand exposure. Bad for minimum-spend gates, commission splits and slow build-up.
• Per-lead agencies — Lead Pronto, LeadCrowd, Digital Roo, The Pipeline, FRN, Mortgage Leads Direct, Simply Online Leads, Bark (shared). You pay per contact record. You chase. Good if you've got call capacity and a solid CRM. Bad if your contact rate is weak — your effective cost multiplies fast.
• Booked-appointment providers — MortgagesBooked. You pay per diarised show. No chasing, no voicemails, no ghosts to absorb. Higher unit price but the price is closer to what the conversation actually costs you. Fewer competitors in this category in the UK.

A fourth category — done-for-you agencies like The Lead Engine — isn't really "buying leads". They build you a website and run Google Ads so you generate your own. Different commitment, different skillset needed on your side.

Provider profiles

Unbiased

• Model: Pay-per-lead plus monthly postcode access fees.
• Price: Advertised "from £10+VAT", but the average is £65+VAT per lead. Lead cost scales with mortgage balance — bigger loan = more expensive enquiry.
• Real minimum: £96+VAT per postcode area + £440+VAT/mo account funding (pre-paid lead credit) = £643/mo total including VAT, before you buy a single lead.
• Contract: 6 months.
• Leads: Exclusive, pre-verified, preview-before-accept.
• Best for: Established brokers with budget for a 6-month commitment and want national brand exposure.
• Watch for: The "from £10" headline is the floor, not the average. Typical lead cost is £65+VAT, and you still have the postcode fee and funding minimum on top.

Lead Pronto

• Model: Pay-per-lead. Also offers a revenue-share "trial collaboration".
• Price: £26 per lead.
• Leads: Exclusive — "no leads are mixed or double sold".
• Commitment: Pay-as-you-go, no long-term contract.
• Best for: Brokers who want published pricing and exclusive per-lead without a long-term tie-in.
• Watch for: No formal refund policy. Claims 33% appointment-set rate on their leads — unverified.

LeadCrowd

• Model: Pay-per-lead with transparent pricing by vertical.
• Price: Purchase £30 (PPC) / Remortgage £35 (PPC). SEO leads from £30–£40.
• Leads: Exclusive — "we don't sell leads to multiple mortgage brokers".
• Quality: Published refund rate of <7%. SMS/email/postcode validation before delivery.
• Best for: Brokers who want published pricing by product type and a stated refund rate.
• Watch for: Minimum commitment isn't disclosed — ask before signing.

Digital Roo

• Model: Pay-per-lead, bought in 50-lead batches.
• Price: £10–£65 per lead depending on vertical.
• Leads: Exclusive.
• Commitment: 50-lead minimum per batch.
• Best for: High-volume brokers with the capacity to work through 50 leads fast.
• Watch for: No refund policy. Batch commitment means you're locked in before you know lead quality.

Bark

• Model: Per-lead, shared with up to 5 brokers.
• Price: £10–£18 per lead.
• Leads: Not exclusive — every lead is sold to multiple brokers.
• Commitment: None.
• Best for: Cheap test runs and brokers who are fastest on the phones.
• Watch for: Contact rate collapses because 4 others are dialling the same person within minutes. Effective cost per contact often £70+.

VouchedFor

• Model: Subscription directory listing. No leads included.
• Price: £45–£60+VAT per month.
• Leads: Inbound only — clients find you by browsing the directory.
• Commitment: Monthly.
• Best for: Brokers building reputation with reviews and wanting a consumer-facing profile.
• Watch for: You pay whether anyone finds you or not. No lead volume guarantee.

The Pipeline

• Model: Per-lead, bought in batches.
• Price: Not published — "get in touch for a plan".
• Leads: Exclusive. Mortgage, remortgage, BTL, equity release.
• Commitment: 50–100 lead minimum.
• Best for: Brokers comfortable batching leads and negotiating bespoke pricing.
• Watch for: Hidden pricing + batch minimum is a risky combination for new buyers. Trial leads available — ask for them.

Firstrungnow (FRN)

• Model: Per-lead or per-appointment (not clearly disclosed).
• Price: Not published. Free trial available.
• Leads: 100% exclusive — "never resold".
• Commitment: None — "cancel anytime".
• Best for: Brokers who want to trial before buying.
• Watch for: Model ambiguity — ask whether you're buying leads, appointments or shows.

Mortgage Leads Direct

• Model: Per-lead (unconfirmed).
• Price: Not published.
• Leads: Exclusivity not stated.
• Commitment: Not disclosed.
• Best for: Hard to recommend without published terms.
• Watch for: No exclusivity claim + no published price = ask explicitly before signing.

Simply Online Leads

• Model: Per-lead, pay-as-you-go.
• Price: Not published — quote on request.
• Leads: Exclusivity not stated. Also offer pre-qualified fact-find forms and appointment setting.
• Commitment: None — "no long-term contracts or minimum orders".
• Best for: Brokers wanting flexibility and multiple product lines (mortgage, life, income protection).
• Watch for: Refunds are case-by-case for duplicates, hoax leads and invalid numbers — not a formal policy.

Online Mortgage Advisor

• Model: Commission split on completed cases.
• Price: 22% of your procurement fee per case.
• Leads: Exclusive referrals from their marketplace.
• Commitment: Per referral.
• Best for: Brokers who want zero upfront risk and are happy to pay on success.
• Watch for: 22% of proc fee on a £300k case is meaningfully more than a £90 booked show. Do the maths on average case size first.

The Lead Engine

• Model: Done-for-you website + Google Ads management (not a lead reseller).
• Price: From £50/mo retainer (starting figure, scales with service level).
• Leads: Your own — from your own domain.
• Commitment: Service retainer.
• Best for: Brokers who want to build a long-term lead pipeline they own, not rent.
• Watch for: Results take months. If you need leads this week, this isn't the category.

MortgagesBooked (that's me)

• Model: Pay-per-show.
• Price: £90 per booked appointment that actually shows up.
• Leads: Exclusive, pre-qualified, diarised into your calendar.
• Commitment: 5-appointment minimum (£450 credit bundle), topped up as you use them. No monthly fee, no contract.
• Refund: Automatic credit refund if they don't show.
• Best for: Brokers who are tired of chasing leads and want to pay only for conversations that actually happen.
• Watch for: £90 sticker price looks higher than per-lead options until you factor in contact rate and chase time.

Red flags when choosing a mortgage lead provider

• Prices hidden behind a contact form. If they won't quote before you're on a call, they're price-testing against you. Four of the providers above do this.
• "Exclusive" without a written resale policy. Ask for it in writing or treat the claim as marketing copy.
• Multi-month contracts before you've seen a lead. Unbiased's 6-month term is the standout example. £3,800+ committed before you've tested quality.
• Subscription minimums with no floor on lead volume. VouchedFor gets you a listing, not leads. Same for most directory products.
• Commission splits over a fixed fee. Fine on small cases, painful on large ones. Online Mortgage Advisor's 22% on a £3,500 proc fee is £770 — far more than a £90 booked show.
• No refund mechanism. If the provider won't stand behind quality, they're not confident in it.
• Shared-lead dilution dressed up as "high-intent". Bark's £10 lead is £10 per record, not £10 per conversation. Do the contact-rate maths.

How I ranked these (and why I'm on the list)

• Sources: Every price is pulled from the provider's own website or product page on 23 April 2026. Where a price isn't published, I've said "not published" rather than guessed.
• Coverage: I've bought leads from several of the providers on this page as a working broker, and I've got broker friends currently running others. The rest I've verified from public sources only.
• Ranking: The table and profiles aren't ranked — they're grouped by model so you can compare like-for-like. The quick picks at the top are my honest recommendations by use case.
• Disclosure: I built MortgagesBooked. I've put it in the same table as everyone else with the same columns so you can judge on price, commitment and refund policy without me hiding anything. If another provider on this page fits your setup better, use them.

If you want to see what pay-per-show actually looks like before paying anything, the free preview shows current-week appointments. No card required.

FAQ