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The DNA of success



About PRIMIS Mortgage Network

PRIMIS is the market leading mortgage and protection network. Part of the LSL Property Services group, we offer brokers a rich portfolio of services to enable them to run a compliant and successful advice business.

Our proposition includes a comprehensive product panel, compliance framework and expertise, extensive training and event programmes, leading technology and dedicated business support to define and maximise their success.

Ultimately our goal is to collectively provide superior outcomes for customers.

PRIMIS Mortgage Network includes First Complete, Pink Home Loans (Advance Mortgage Funding), Personal Touch Financial Services and Tenet Lime mortgage and protection advisers.


LSL Property Services plc (LSLPS) are PRIMIS’ parent company. LSL Financial Services is the largest strategic division within LSLPS, in which PRIMIS are an integral part. 2021 year end results highlighted:


Underlying profit increased to £49.3m


LSL’s share of the total UK purchase and remortgage market increased to almost 10%


Financial adviser numbers increased by a record 273 year on year to total 2,858


Gross revenue per adviser increased, sharing success

*Source LSL full year results, March 2022 View the full results here.

Our Current Awards

See all our awards in our impressive awards cabinet

Our Award Nominations

Money Facts awards image


young man and young woman on sofa with laptop having business meeting


Start your PRIMIS journey today in just a few steps:

  • Our team will get in touch to find out more about you and your business.
  • Your local Regional Sales Director will visit to explain how we can help you maximise your business and to answer any questions you may have.
  • We’ll support you in completing the necessary paperwork.
  • Our on-boarding process includes online mandatory courses and meeting the people behind extended support services.

here’s what we offer


Services for our brokers

Supporting brokers is key to the success of their businesses and providing the best outcomes for their clients. PRIMIS Mortgage Network has over 300 dedicated employees to ensure brokers get the answers they need.

Meet our team
View our proposition

Recognising excellence

PRIMIS Mortgage Network works hard in partnership with brokers to help drive their businesses to be the best. When brokers achieve their goals we recognise and celebrate their achievements with them.

Learn how PRIMIS do this in a variety of ways

Bespoke technology

Our exclusive system – Toolbox – facilitates successful outcomes, reducing the time spent on the administration of each case. Toolbox can:

  • Increase advice efficiencies
  • Drive lead generation, sales and quality
  • Offer high level security and compliance
  • Facilitate seamless integration to sourcing systems
  • Continuously evolve to meet brokers’ needs
A brief overview of toolbox

Sharing expertise

PRIMIS work hard to give brokers the right training, support and propositions to ensure their clients receive world class service. Providing opportunities for brokers to improve their technical understanding, product knowledge and anticipating the changing regulatory and client landscapes is where PRIMIS adds value. This enhances brokers’ quality of business and levels of service to their clients.

Discover our development programme


Almost 3,000 brokers enjoy the benefits of being part of the PRIMIS Mortgage Network. If you’d like to learn more about how your firm could reap the rewards too, please complete this brief contact form and we’ll be in touch to see how we can help you.


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24th May 2024

Why we celebrate Pride

Craig Hall, Director of New Homes shares his outlook for…
15th May 2024

Brokers upbeat on protection sales

Craig Hall, Director of New Homes shares his outlook for…
25th April 2024

Almost two in three brokers believe there will be a drop in adviser numbers in 2025

Craig Hall, Director of New Homes shares his outlook for…
16th April 2024

Brokers upbeat on customer confidence

Craig Hall, Director of New Homes shares his outlook for…



PRIMIS Mortgage Network are the UK’s second largest mortgage network. Built upon the strength and success of our brokers. Facilitated by market leading technology. Supported by passionate and professional individuals.

Richard Howells

Managing Director

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.

Claire Madge

Sales Director

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.

07917 048 381

Dominic Beever

Chief Finance Officer

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.

Helen Martin

Chief Risk Officer

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.

Vikki Jefferies

Proposition Director

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.

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

Ewan Hutton

Chief Technology Officer

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.

Martin Sykes

Operational Compliance Director

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.

07932 432179

Jo Blackburn

Operations Director

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.

Joanne Badger

Customer Outcomes Director

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.

Simon Breakspear

IT Director

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.

jay naylor PRIMIS marketing director in black and white

Jay Naylor

Marketing Director

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.


Our Regional Sales Directors cover the length and breadth of the UK working in partnership with our brokers. Our strong relationships are key to maximising growth and ensuring success.

michele macgregor primis rsd scotland

Michele MacGregor

Regional Sales Director Scotland

07961 477 701

Chris Astle

Head of Recruitment

Chris has eight years of financial services experience and joined PRIMIS in January 2020. His main responsibility is to develop and strengthen its growing broker community. Chris’ extensive expertise in building strong candidate databases helps PRIMIS firms maximise their growth potential.

07783 418 948

Scott McAllister

Regional Sales Director

Scott has 14 years of experience in sales and business development which he gained across several industry sectors before he found financial services. He has spent recent years recruiting with another Network and specialises in start-up businesses. Scott’s friendly and honest approach gives him the ability to offer an elite, consultative experience for clients. His primary responsibility with PRIMIS is to develop and grow our network of advisers.

07973 879597

David Woodbridge

Regional Sales Director

Dave has worked in financial services for 15 years and been involved in FS Networks since 2008 when he joined Personal Touch.

With a strong learning and development background, Dave has worked heavily on supporting businesses grow and run effectively.

07545 225 178

Donald Fraser

Regional Sales Director

Donald has worked within the LSL Group for over 20 years. In the early years Donald’s previous roles included Adviser, Trainer and Compliance Manager, then he moved into the network head office environment and was appointed as Compliance Operations Director.

As Sales Director (Group AR) Donald now manages the day-to-day business relationship between PRIMIS and the directors and management teams of LSL Group’s Appointed Representative businesses. This includes Embrace Financial Services, Mortgages First, RSC New Homes, First2Protect Insurance Solutions and Linear Financial Solutions.

07939 537 635

Vicki Ellis

Regional Sales Director

Vick has a long history in the Financial Services industry, joining Allied Dunbar/Zurich back in 1997, moving to Home of Choice in 2005 and latterly LSL since 2010.  She is passionate in her support to PRIMIS firms, helping them achieve their goals with outside the box thinking, targets and goal setting.  Vicki has infinite PRIMIS knowledge/experience and works with a collaborative approach with firms and internal teams, always focussing on delivering world class customer service to our firms and advisers.

07748 772627

Sam Lappin

Regional Sales Director

Sam initially joined PRIMIS in 2018, working as part of the Fees Team before taking on a new role in the Sales team in 2021. As a Regional Sales Director, Sam has recruited and supported businesses across the South Region, focusing on supporting firms with social media and marketing with a particular focus on recruitment, marketing and implementing business growth strategies.


James McNee

Head of Recruitment

James joined financial services in 1997, falling into recruitment with LSL Property Services plc in 2010. Since then, James has been charged with LSL’s senior level recruitment across the wider LSL group, alongside his main role of recruiting for the 900 partner firms (ARs) of PRIMIS Mortgage Network.

07814 543722

Andy Sykes

Relationships Director

Andy has a wealth of Financial Services experience including over 20 years within the Intermediary market holding Senior Management roles with some of the biggest High Street Banks in the UK

With a strong business development background Andy has worked with Intermediaries at both local, regional, and national level supporting them to achieve their business goals

Andy has also worked with some of the leading Estate Agency brands in the UK helping them develop their FS propositions.


Our Regional Sales Support team work closely with our Regional Sales Directors, providing support and facilitating the sharing of knowledge and best practice throughout our diverse mix of brokers.

Kate Turner

Network Business Manager

Kate has a wealth of financial services experience, beginning her career at Personal Touch in 2012 and moving to PRIMIS in 2017. Kate joined the Sales function in 2023, bringing her training, learning and development expertise to help support our network growth.

0750 7744991

Gina Hurn

Broker Relationships Manager

Gina joined the LSL Group in 2000 having worked in Financial Services throughout her career, predominantly within Compliance / Customer Services Management. Her solution-focused mind-set is a perfect attribute in her role working closely with the Recruiters, supporting new AR firms during their application and on-boarding journey.

07538 178321

Nicola Lyttle

Regional Sales Manager

Nicola has worked in various roles within Mortgage & Protection Financial Services since 1998 including Advising, Underwriting & Supervision and has been part of First Complete/PRIMIS since 2014.

Nicola has a wealth of experience in working with our new firms and Advisers supporting them with their journey into PRIMIS and takes great pride in watching them grow into successful businesses.

07957 675834

Michelle Cogswell

Regional Sales Manager

Michelle has been with PRIMIS for 5 years after relocating from South Africa. She started her PRIMIS journey in Broker Services, and moved to the Sales team in 2022. Michelle supports the firms in the North West and Midlands, dealing with any issues or queries that arise and assisting them with implementing their growth plans, and works very closely with the Regional Sales Directors in these regions.

07495 540413


Our events programme includes a hybrid of virtual and face-to-face experiences. This enables brokers and provider/lender partners to meet across the UK.

Our virtual event programme includes:

  • Regional Sales Meetings
  • Protection Excellence
  • Mortgage Excellence
  • General Insurance Excellence
  • Income Protection Masterclasses
  • Trust Workshops

Our face-to-face event programme includes our annual Recognising Excellence Conference and our UK-based Recognising Excellence event.

We relish sharing brokers’ successes and recognise them in a variety of ways: celebratory dinners, prestigious events and awards. This fosters a culture of positive competition, based on quality business placed ensuring the right outcome for our customers, as well as an ethos of sharing best practice and celebrating each other’s successes.” To experience it for yourself, please contact to join us and get a flavour of what we can offer you.

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We’re always on the lookout for great people. If you’d like to join us in the PRIMIS offices in Chippenham or Solihull, or the wider LSL community, please view current vacancies via the LSL portal below or send a speculative CV to