Quality leads for mortgage brokers

Unbiased provides one of the UK’s most effective lead generation services for mortgage advisers and brokers. What’s more, our exclusive mortgage lead generation service forms just one small part of a comprehensive platform for attracting, nurturing and converting leads into the customers you need.

Whether you’re a nationwide firm or a solo adviser, we help you find the right clients and buy leads for your business with one simple, affordable plan. Read on to find out how.

Companies listed with us:

  • cmg
  • novus
  • mortage-marketplace
  • dns
  • fc
  • hfm
  • home-of-mortgages
  • bb

Key benefits

  • High lead volumes

    The Unbiased site has more than 3m visitors per year. Grow your business with high ROI leads.

  • Customised client enquiries

    Set your criteria and we'll send you enquiries from the clients you want.

  • Receive new clients local to you

    With a high ranking profile, potential clients can use our directory to find advisers near to them.

  • Preview leads before accepting or rejecting

    See all relevant details of a lead before choosing to buy it.

  • Set minimum mortgage value levels

    You can choose to receive leads only above a certain mortgage size.

  • Manage all your leads from one dashboard

    Nurture clients from first contact to conversion with our pipeline Kanban.

Market-leading lead generation for mortgage brokers

Enquiry notifications

Over 27,000 professionals use Unbiased to grow their business via our lead generation and supporting services. With more than three million consumers visiting our site every year, Unbiased is the site of choice for people seeking mortgage advice, home-buying information and mortgage planning tools.

With Unbiased, you can:

  • Receive enquiries directly from people who view your profile on our directory
  • Receive further exclusive leads matched to you based on suitability
  • Set your own criteria for your preferred types of clients
  • Specify minimum client mortgage values
  • Source leads from multiple locations nationwide
  • Preview every lead and choose to accept or reject it
  • Manage your active leads through to conversion and beyond from one simple dashboard

Unbiased is also a trusted brand, having built a reputation over more than 20 years helping consumers find advisers and brokers they can trust.

How our mortgage lead generation works

With an Unbiased plan, you can obtain leads in two ways:

  • Directly from consumers who view your profile on Unbiased
  • Via our automated matching service

With auto-matching, a consumer will enter a few details about the kind of mortgage advice they need, their circumstances and their location. If these fall within your preferred criteria and you are a good fit for their needs, the enquiry may appear in your inbox. To turn the enquiry into a lead, you simply accept it and purchase it (enquiries from £37+VAT).

Enquiry pipeline

On our most popular plans you can add multiple locations to your profile. This means you will:

  • Be found in directory searches in those locations
  • Receive matched enquiries from potential customers in those locations

Tools to help you convert and manage your mortgage leads

Schedule action form

An Unbiased plan includes powerful business management tools to help with lead nurturing, so you can turn mortgage enquiries into new customers. You can:

  • Sort enquiries by category (e.g. New, Accepted, Rejected)
  • Keep track of all messaging related to each lead
  • Attach notes on each lead, to keep key info where you need it
  • Set yourself email reminders (e.g. for follow-up actions)
  • Search and filter on enquiries
  • Customise your Unbiased profile to stand out in our listings
  • Advertise special offers (e.g. a free financial review) to attract customers
  • Set up different advice options (e.g. face-to-face or remote)
  • Display client testimonials
  • You’ll also receive ongoing support from our team

How much do mortgage leads cost?

  • All our plans offer our end to end solution from as little as £29 +VAT

    Per month for our Simple plan.

  • Our enquiries are priced from £37 +VAT

    There is no obligation to purchase any lead.

We have a range of plans to suit your growth ambitions, check out our full list of plans and features to discover the best plan for your business.

See more about our pricing plans

The types of mortgage leads you can receive

You can receive every kind of mortgage advice enquiry via Unbiased. Here are some typical examples:

  • First time buyer leads

    To optimise the quality of our leads, we encourage first-time buyers to contact a mortgage broker only when they are in a strong position, with a good deposit and ready to buy.

  • Remortgage / buying next home leads

    Our wealth of free tips means our site is popular with people higher up the housing ladder too. We also provide regular reminders to existing mortgage holders on the benefits of remortgaging.

  • Buy to let leads

    We offer extensive guidance to existing and prospective landlords, and regular content on the topic of rental property, so Unbiased is a go-to site for those seeking a buy-to-let mortgage.

  • Equity release leads

    Unbiased is especially popular with people at or near retirement, thanks to our pensions content. We therefore handle large volumes of leads relating to equity release, lifetime mortgages and home reversion.

  • Self-employed mortgage leads

    One of the USPs of Unbiased is our cross-selling ability. Many self-employed individuals use the site to find accounting and business advice, and are therefore a ready market for mortgage advice too.

  • Commercial mortgages leads

    We’re a favourite with small businesses for our extensive free guidance for SMEs. Companies seeking to buy business property are therefore more likely to seek mortgage advice via Unbiased.

  • Right to buy mortgage leads

    Our content caters for buyers at all stages of the property ladder, including those in council housing who are now ready to be home owners. Unbiased is thus a strong source of these leads too.

  • Mortgage protection leads

    We guide homebuyers and owners through every stage of the process, including the need to have the right insurance in place. Often a mortgage enquiry may include a mortgage protection opportunity too.

Additional features to grow your business

There are many other features of an Unbiased plan that will help you build your business, including:

  • Set your criteria to receive the clients you want
  • Receive enquiries pre-filtered to match your preferences
  • Increase your brand exposure with a profile promoted in additional locations
  • Manage your entire client base with pipeline monitoring and conversion software
  • Advanced analytics and insights to track and improve sales performance

Find our more about our range of plans

Find out more

Enter your details and one of our experts will be in touch to discuss how Unbiased can help your business grow.

Find out how Unbiased uses and protects your data in our privacy policy.


  • Your leads will appear on your Unbiased dashboard, under your ‘Enquiries’ tab in the ‘New enquiries’ column. You’ll also receive an email notification when you get a new enquiry.

    You should inspect new enquiries as soon as possible and choose either to accept or reject them.

  • There is no limit to the number of leads you can buy from Unbiased. However, with our Simple plan you’ll only receive direct enquiries, rather than enquiries matched to your preferences. With our Essential plan, you can accept a maximum of two matched enquiries per month (plus an unlimited number of direct enquiries). Our Growth and Enterprise plans allow you to buy an unlimited number of all types of enquiries.

  • When you receive an enquiry from a potential customer (buying or remortgaging), you’ll see:

    • The type of mortgage advice needed
    • The estimated size of mortgage required
    • The size of the buyer’s deposit / amount of equity
    • Any specialist circumstances or requirements

    When you receive an enquiry from a potential equity release customer, you’ll see:

    • The value of their property
    • How much equity they own
    • The ages of the applicant(s)

Other platform features