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More than 2,900 advisers and 1,000 mortgage and protection firms have chosen PRIMIS to help them start and grow their careers and businesses.

You’ll be in good company. We’ve brought together expertise of advisers from smaller networks: Pink Home Loans, First Complete, Personal Touch Financial Services and Tenet Lime. We’re backed by LSL Property Services and believe we’re stronger together.

Our mission

We exist to help grow businesses safely and efficiently, supporting value creation. Making sure customers are the forefront of what we do is a key for us – we believe financial advice is for everyone and should be accessible to all.

Doing the right thing

We want to do good in addition to doing well. We make a positive impact by prioritising sustainability, diversity, inclusivity and transparency within our local communities, business and wider industry. Everyone’s voice needs to be heard, that’s why internally we have our:

  • Communities Forum
  • Disability Champions
  • Inclusivity and Diversity Forums

Externally, we’re part of industry group to drive positive change for customers, brokers, our pride and our provider and lender partners:

  • Association of Mortgage Intermediaries (AMI)
  • Mortgage Solutions Changemakers
  • Intermediary Mortgage Lenders Association
  • Mortgage Climate Action Group (MCAG)

Our values guide us in everything we do:


Our objective is to deliver great results and world class service for all our stakeholders including employees, brokers, and their customers. We will continuously look for ways to grow, and we will measure our successes and failures to help drive continuous improvement.


We are all brand ambassadors of the LSL Group. We take responsibility and own everything we do and will deliver exceptional, professional and responsive experiences for all our stakeholders. We pride ourselves in our passion and in going the extra mile to build valuable long-term relationships.


We are uncompromising in our integrity and our principled approach. We respect one another and work together collaboratively to ensure customers receive the best outcome.


We think progressively and with diversity. We stay ahead of the market to help give brokers and their customers access to the best products and services at all times. We work together as a diverse yet united team to achieve the best outcomes. We share ideas and feedback positively to continuously improve.


We are experts at the services we provide to our brokers and customers and look to continuously enhance our skills and offerings. We take PRIDE in being the best at what we do.

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Meet The Team

A black and white headshot of Richard Howells, Managing Director.

Richard Howells
Managing Director

Read more about Richard Howells

Richard joined the Network in November 2023.

He has been in the adviser market for over 30 years leading distribution, manufacturing and technology businesses. He is a passionate believer in the value of advice and welcomes regulatory initiatives such as the Consumer Duty as ways of further enhancing the reputation of the advisory profession. Richard believes that the future is bright for Advisers and is excited to lead PRIMIS to deliver the services needed by firms to drive their growth.

Black and white headshot of Claire Madge

Claire Madge
Sales Director

Read more about Claire Madge

Claire joined the Network in 2005. She has enjoyed working with advisers and firms through some interesting times and successful times. She’s passionate about all things PRIMIS. She specialises in helping brokers start up new firms and gleans enormous satisfaction watching them succeed.

Martin Sykes
Operational Compliance Director

Read more about Martin Sykes

Martin has over 20 years compliance experience across Networks, Wealth Managers and Private banks. He held senior compliance positions at DBS Financial Management and Sesame before joining and co-owning a specialist Compliance Consultancy, Insynergi. During twelve years in consultancy Martin ran major compliance projects and interim management assignments across a wide range of firms including Deutsche Bank, KPMG, Personal Touch and various wealth and mortgage Network businesses. He also acted as Expert Witness and adviser in numerous advice and systems and controls based litigations.

Martin has a degree in Economics from the University of Newcastle and a Masters Degree in Behavioural Science from the London School of Economics.

Jo Blackburn
Operations Director

Read more about Jo Blackburn

Jo is an experienced Operations Director with a long history of working in the Financial Services industry dating back to 1990. Her career has included roles within both Zurich and Allied Dunbar, and most recently with the Network in February 2017. Skilled in business transformation, customer service, project delivery and stakeholder management – a strong operations professional with a passion for world class customer service.

Black and white headshot of Vikki Jefferies

Vikki Jefferies
Proposition Director

Read more about Vikki Jefferies

I’m a Mortgage Solutions Change Maker, read more about how this makes a difference to our environment.

Vikki has over 20 years’ experience in financial services. She is a product and proposition specialist who has significant experience in sales, marketing, business development, project management and product development. Her current role encompasses responsibility for all product proposition across PRIMIS Mortgage Network and for our events programme. She joined the network in April 2013 having previously worked for prominent brands such as Endsleigh Insurance and House of Fraser.

Black and white headshot of Jay Naylor

Jay Naylor
Marketing Director

Read more about Jay Naylor

Jay is an experienced marketer with over 10 years’ experience in financial networks. She has expertise across a range of other regulated industries, having previously worked for Wilmington Group plc.

Since her appointment to Marketing Director in early 2018, Jay has taken responsibility for the delivery of all marketing, broker and internal communications, financial promotions and events across PRIMIS Mortgage Network.

Black and white headshot of Ewan Hutton

Ewan Hutton
Chief Technology Officer

Read more about Ewan Hutton

Ewan fell in love with technology at a young age and then learnt how to apply this to businesses through an extensive 35 year career in the banking industry. He was part of the small team that designed, built and launched First Direct and he continued in several key roles in the bank’s first 12 years before leading global programmes for the parent HSBC Group. After eight years with HSBC, seeking some change and innovation, he led the product management for an SaaS start-up, followed by interim IT Director / CTO roles and, more recently, the full build of a new challenger bank from inception to authorisation and UK trading.

Ewan has joined PRIMIS to lead the technology function’s strategy and delivery as Chief Technology Officer.

Black and white headshot of Simon Breakspear

Simon Breakspear
IT Director

Read more about Simon Breakspear

Simon has worked in financial services for over 30 years, the latter 20 years operating at an executive level, accountable for leading a broad spectrum of distribution models.

Simon’s experience has equipped him with grounded knowledge and expertise of working within a highly regulated environment. Leading significant strategic project work-streams through to successful conclusion.

Before joining PRIMIS, Simon was managing director for Nationwide Independent Financial Services Ltd where his main responsibility was overall leadership of Independent Financial Adviser (IFA) business for Nationwide Building Society regional brands.

Black and white headshot of Helen Martin

Helen Martin
Chief Risk Officer

Read more about Helen Martin

Helen is an adept and experienced regulatory professional and solicitor. Helen started her career in the legal sector, working as a solicitor for several years in a major international law firm specialising in corporate and commercial work. She then joined PTFS where she set up the in-house legal function and then developed her specialism for regulatory compliance leading to a promotion to Risk & Compliance Director. In 2015, Helen joined the LSL FS Division as the Head of Compliance Policy and worked across the LSL FS businesses until a transfer to LSL Estate Agency to take up the role of Risk & Governance Director. The experience in EA saw Helen advise LSL’s EA businesses on all aspects of compliance with the Money Laundering Regulations, as well as looking after a national team of risk and compliance professionals dealing in all areas of residential sales and lettings.

Helen returns to the LSL FS Division as CRO following a brief stint at Purplebricks, where she held the role of Director of Risk and Compliance.

Kate Ashton
Director of Training and Competence

Read more about Kate Ashton
Black and white headshot of Jo Badger

Jo Badger
Customer Outcomes Director

Read more about Jo Badger

Jo has over 25 years in Financial Services, specialising in the regulatory supervision of advisers.

Jo previously worked at Mortgage Advice Bureau as Head of Adviser Risk, incorporating governance, risk and a number of compliance responsibilities. Prior to that she worked for Santander plc, and Post Office Financial Services, gaining experience in a number of roles incorporating both Sales and Risk.

Black and white headshot of Dominic Beever

Dominic Beever
Chief Finance Officer

Read more about Dominic Beever

Dom joined the LSL Financial Services business after spending over a year as the LSL plc Director of Group Finance. Prior to LSL, Dom spent most of his career in the Telecommunications sector in most aspects including mobile, broadband and satellite broadband in companies such as O2, Telefonica and TalkTalk. Most of that time Dom has worked through every aspect of supporting businesses in a finance capacity and significant amount of his recent career supporting businesses through commercial growth and change.

Our Partners

We partner with a range of lenders, from big high street brands to small niche ones, to give you and your adviser a selection of products to choose from.

Here are the list of mortgage partners we work with, so you can see which brands are available to you.