Thank you to Mortgage Strategy for awarding us the ‘Best Network 300+ ARs’ category!

About PRIMIS Mortgage Network

PRIMIS Mortgage Network brings the power of First Complete Ltd, Advance Mortgage Funding Limited and Personal Touch Financial Services Ltd together under one roof. We are part of the LSL Group and backed by their extensive financial services experience and knowledge.

We provide mortgage and protection advisers with world class support that is second to none. From training, events and business development to regulatory guidance, technology and a broad product panel, we are passionate about helping advisers achieve their goals and consistently deliver good, appropriate, customer outcomes.


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.

To be the leading UK distributor of mortgages and related insurance, providing world class support for brokers to create an environment that enables our brokers to deliver high quality advice and services to their clients.

How we do this

PRIMIS Mortgage Network brings the power of First Complete Ltd, Advance Mortgage Funding Limited and Personal Touch Personal Finance Limited together under one roof so we can provide our brokers with world class support that is second to none.

PRIMIS Mortgage Network are part of the LSL Property Services plc and are backed by their extensive financial services experience and knowledge.


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

Responsibility. We are all brand ambassadors. We take responsibility and own everything we do and 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.

Integrity. We are uncompromising in our integrity and our principled approach. We respect one another and work together collaboratively to ensure the end customer receives the best possible outcome.

Diversity. 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.

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



Pink Home Loans formed


Personal Touch Financial Services formed


Home of Choice formed


Pink Home Loans acquired by LSL

Home of Choice purchased by LSL and rebranded to First Complete

Mortgage Strategy, Financial Adviser Five Star Service Award

Mortgage Strategy, Best Mortgage Network


Mortgage Strategy, Financial Adviser Five Star Service Award


Mortgage Strategy, Financial Adviser Five Star Service Award


Mortgage Strategy, Financial Adviser Five Star Service Award


Mortgage Strategy, Financial Adviser Five Star Service Award

Mortgage Strategy, Best Network


Mortgage Strategy, Financial Adviser Five Star Service Award


LSL Property Services acquires Personal Touch Financial Services.

First Complete, Pink Home Loans (Advance Mortgage Funding) rebrands to become PRIMIS
Mortgage Network.


Personal Touch Financial Services (PTFS) rebrands to become part of PRIMIS Mortgage Network.

PRIMIS win Financial Reporter’s “Best Network” award

PRIMIS win Mortgage Introducer’s “Network of the Year” award

LSL win Precise Mortgage’s “Distributor Group of the Year” award

Toolbox wins The London Institute of Banking & Finance’s “Best Technology Initiative – United Kingdom” award

PRIMIS win Scottish Widow’s “The Protection Needs of Customers” award


PRIMIS win Moneyfacts’ “Mortgage Network of the Year” award

PRIMIS win AIG’s “Best Crisis Response” award

PRIMIS win Mortgage Strategy’s “Best Network 300+ ARs” award

PRIMIS win COVER’s “Best Intermediary Promotion of Protection/Health”

PRIMIS win Mortgage Introducer’s “Mortgage Network of the Year”

PRIMIS select Macmillan as their charity partner


LSL partner with The Property Franchise Group (TPFG)

LSL team up with Pollen Street Capital to launch Pivotal Growth

LSL buy 60% Direct Life Quote stake and Mortgage Gym assets

PRIMIS select Marie Curie as their charity partner

Our Current Awards

See all our awards in our impressive awards cabinet

Our 2022 Award Nominations

Money Facts awards image

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
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.


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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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.

jon round PRIMIS group financial services director in black and white

Jon Round

Group Financial Services Director

Jon was appointed as Group Financial Services Director at LSL Property Services in 2010. Jon has built LSL’s financial services division, which incorporates PRIMIS Mortgage Network and TMA, into one of the largest mortgage and protection distributors in the UK, with around 2,400 advisers in its Appointed Representative network. TMA is one of the fastest-growing mortgage clubs for DA advisers. Jon joined LSL Property Services plc in 2004 from Aviva. Jon has over 30 years’ experience in financial services, having started his career with Eagle Star where he qualified as an Accountant in 1990.
toni smith PRIMIS chief operating officer director in black and white

Toni Smith

Chief Operating Officer

Toni has been in the financial services intermediary market for over 33 years. Her current areas of responsibility include product propositions, IT, marketing and communications, events, Broker Services (on boarding), commissions and payments, supervision, training and customer outcomes review team. She prides herself and teams on world class customer service through exceptional operational management. She has been part of the Network since May 2010. Previous to this, her history included, Home of Choice, Openwork, Zurich and Allied Dunbar.

Richard Smith

Chief Risk and Compliance Officer

Richard is a qualified accountant and a highly knowledgeable risk and compliance professional. He has worked both within a variety of financial services companies and other commercial organisations including PLCs and Private Equity firms. He has considerable experience in implementing and managing change. He was the Risk & Compliance Director that, as part of a transformation team, modernised the operational delivery for NS&I. Richard has worked in several roles with the lending environment and has spent a large amount of time within the mortgage market. This included being part of a team that set up Tesco Mortgages. Richard has moved within the LSL Group from his role as Risk and Governance Director at esurv to Chief Risk Officer of LSL Financial Services.
richard rich coulson PRIMIS business development director in black and white

Richard Coulson

Business Development Director

Richard has over 34 years of experience in financial services, sales and distribution. He was appointed as Business Development Director of First Complete in May 2010 and swiftly launched the ‘One Sale a Day’ for protection sales concept in July 2010, and the ‘501’ concept the following year. Richard is an eminent industry speaker and the PRIMIS events are legendary for his input and enthusiasm. During his career he has consistently grown sales and distribution and prior to PRIMIS Richard held a variety of roles within Home of Choice, Zurich and Allied Dunbar.
simon breakspear PRIMIS member services director in black and white

Simon Breakspear

IT Director

Simon has worked in financial services for over 30 years across a broad spectrum of distribution models with diverse functional responsibilities.

Simon’s experience has equipped him with a knowledge of sales, quality and performance management, whilst adhering to robust governance, compliance and competency frameworks. Leading significant project work-streams has also provided him with strategic insight into risk management and adding value to the business.

Before joining PRIMIS, Simon was a regional manager with Zurich Advice Network. He had overall leadership of financial advisers, spread across eight offices in the region. Simon went on to become managing director / head of financial services 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.

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

Joanne Badger

Supervision Director

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

Jo’s role as Supervision Director will encompass responsibility, oversight and accountability of adviser risk and regulation, including training, supervision and CORT teams.

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.

victoria vikki jefferies proposition director in black and white

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.

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.


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.

Martin Igoe

National Sales Director

07947 813169
cutout studio portrait of regional sales director brain shannon

Brian Shannon

Regional Sales Director
Northern Ireland

Brian has been involved in recruiting and developing Appointed Representatives for over 20 years. He loves to help build businesses from scratch see them grow successfully.

07802 806 691

cutout studio portrait of regional sales director clare madge

Claire Madge

Regional Sales Director South West and London

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

cutout studio portrait of regional sales director victoria vikki lacey

Victoria Jenson

Regional Sales Director Midlands

Victoria been in the financial services industry since 1986. She has been a very successful adviser, busìness owner and has spent the last 11 years recruiting and developing businesses. Working with firms, goal setting, sales training, maximising income from all sources is her speciality. She inspires firms and advisers to succeed.

07947 812 823

michele macgregor primis rsd scotland

Michele MacGregor

Regional Sales Director Scotland

07961 477 701

Chris Astle

Regional Sales Director

Chris has eight years of financial services experience and joined PRIMIS in January 2020. He is the youngest Regional Sales Director in our history. 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

Donald Fraser

Regional Sales Director (Group AR)

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

Jim Holleran

Field Support Director

Jim is a “day one” member who has been in the industry for 40 years and loves working with and supporting brokers. He has 26yrs industry selling experience and 14yrs in support.

Jim’s primary role is in assisting brokers in any way he can to grow their business and in particular to help increase their Home Insurance sales. He is also able to offer IT support and Toolbox Training.
07725 211258

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

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


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.

What makes PRIMIS

The leading mortgage and protection network?

Find out here.
Get a taste of what’s available

PRIMIS’ proposition is world-class.

Discover more here.
PRIMIS are committed

to driving growth and competitive advantage for our brokers.

Find out how.


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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