We've been shortlisted by Mortgage Strategy!

We’re delighted to be shortlisted for Mortgage Strategy’s ‘Best Network 300+ ARs’ award! Thank you to everyone who voted for us. View our award wins for 2019 below.


FIA’s 'Best Technology Initiative - UK' award winners.

But this isn’t the only award this year…scroll down to see more.


Best Network 2019

Winners of both Financial Reporter's Best Network 2019 Award and Mortgage Introducer's Network of the Year 2019


In 2018 our brokers in the PRIMIS Mortgage Network achieved*:

first time buyers helped in to their first home
Clients provided with a better mortgage deal
Existing homeowners helped to move house
clients advised to take out £20 billion of protection

*Source: Market Overview Update Report, January 2019

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

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

Responsibility. We are all brand ambassadors. 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.

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

Diversity. We think progressively and with diversity. We stay ahead of the market to help give brokers and their clients 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.


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.



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 Mortgage Introducer’s “Network of the Year” award

PRIMIS win Financial Reporter’s “Best Network” award

Award Wins

Financial Reporter best network 2019 award image for PRIMIS

Award Finalists

cover excellence awards badge for mortgage network finalist 2019
financial reporter awards badge for best mortgage network finalist 2019
insurance times awards badge for tech and innovation awards finalist 2019
moneyfacts awards badge for mortgage network of the year finalist 2019
financial innovation awards badge for best technology initiative finalist 2019
the mortgage awards award badge for best mortgage network finalist 2019

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.


Over 2,200 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.


If you are currently subscribed to our communications but would like to unsubscribe then please e-mail communications@primis.co.uk




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 has built LSL’s financial services division, which incorporates PRIMIS Mortgage Network, into one of the largest mortgage and protection distributors in the UK. Jon is a qualified accountant and has been with the LSL group since 2004.
rajeev raj raichura PRIMIS group finance director in black and white

Rajeev Raichura

Finance Director

Raj joined LSL in October 2018 to head up the Finance, Accounting and MI functions for LSL Financial Services, which incorporates PRIMIS Mortgage Network. Prior to joining, Raj was CFO of Indesser - a UK joint Venture between Equifax Inc and Her Majesty’s Government for debt management. Before that, Raj held senior finance, commercial and director roles at Experian, Capita Plc and IBM. Raj is a member of the LSL FS Executive and is a qualified accountant.
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 30 years. Her areas of expertise include product propositions, marketing, events and world class customer service through 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 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. During his career he has consistently made a positive impact. 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 infectious speaker and PRIMIS events are legendary for his input and enthusiasm.
paul nurding supervision director in black and white

Paul Nurding

Supervision Director

Paul has worked within LSL’s group of companies for over 30 years, initially within the Estate Agency Division and more recently in the intermediary networks. His primary role is to oversee the broker journey, from initial induction through to the attainment and on-going maintenance of competence. Paul controls one of the country’s largest field-based T&C supervision teams, providing local support to PRIMIS’ vast network of Mortgage and Protection Advisers. In addition, he manages the head office Quality Assurance and Training functions.
paul underwood compliance and risk director in black and white

Paul Underwood

Interim Chief Risk Officer

Paul joined PRIMIS in November 2016. He has over 30 years’ experience working within personal financial services, the last 20 of which he has spent in risk management and regulatory compliance.

Previous employment includes Lloyds Banking Group and Nationwide Building Society. He was successfully seconded to the Department for Communities and Local Government. There he acted as an ‘expert secondee’ on home finance and was responsible for designing and developing HM Government’s preventing homelessness initiatives.


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.

jo blackburn PRIMIS operations director in black and white

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.
simon breakspear PRIMIS member services director in black and white

Simon Breakspear

Member Services 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.

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. She joined the network in April 2013 having previously worked for prominent brands such as Endsleigh Insurance and House of Fraser.


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.

cutout studio portrait of national sales director martin igoe

Martin Igoe

National Sales Director

Martin joined the industry in 1989, worked as an Adviser, Principal, Regional Sales Manager and Regional Sales Director. He worked in DA and Network space and has been part of the PRIMIS Mortgage Network since 2012. He specialises in Recruitment and Business Development.

07947 813 169

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 bob scott

Bob Scott

Regional Sales Director
North East and Yorkshire

Bob joined the Network in 2014 and has never looked back! Training, business development, recruitment and presentations are amongst his greatest strengths and passions. Another specialist area is increasing brokers’ profitability.

07956 973 346

cutout studio portrait of regional sales director dave corbett

Dave Corbett

Regional Sales Director
South Midlands and the South

Dave has been with the Network since 2007 and has worked in financial services recruitment for over 20 years. He has always made it his mission to make brokers more successful, year on year. He’s a qualified adviser himself, so recognises how tough it can be, but also how rewarding.

07376 431 042

cutout studio portrait of regional sales director trevor tait

Trevor Tait

Regional Sales Director
North West

Trevor has been with PRIMIS for over 16 years and has over 37 years’ experience in Financial Services. This includes advising on mortgages, protection, pensions and investments.

07721 978 007

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 shaun clements

Shaun Clements

Regional Sales Director
South East

Shaun joined the Network in 2005 and has been in financial services for over 34 years. He’s experienced a broad spectrum of roles including administration, management and compliance before joining the sales team, He specialises in recruitment and growth of brokers. He’s passionate about our clients receiving the best advice and products that PRIMIS has to offer.

07725 211 259

cutout studio portrait of regional sales director victoria vikki lacey

Victoria Lacey

Regional Sales Director

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


PRIMIS’ annual Recognising Excellence Conference is designed to motivate, educate and recognise our highest quality brokers. After a day’s exhibition and conference follows a prestigious black-tie awards dinner with amazing entertainment.

Our Elite VIP ‘red carpet’ qualifiers receive an exclusive invitation to our bi-annual overseas event. They are flown to a culturally rich destination for a meeting, private dining and a wonderful networking opportunity amongst their peers. Sharing experiences and knowledge enriches relationships and drives success amongst like-minded individuals. Competition for a coveted place is fierce!

Recognising Excellence is a UK based event enabling our winners to share best practice and indulge in fine dining in beautiful surroundings. Similar to our overseas version, our brokers strive hard to be part of this prestigious event and enjoy recognition for their outstanding business contribution.

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.


19th December 2019 in Blog


Welcome to episode 3 of our 'Meet the Product Team'…
Read More
5th December 2019 in Blog


Welcome to episode 1 of our 'Meet the Product Team'…
Read More
5th December 2019 in Blog


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5th December 2019 in Blog


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The final episode of Bespoke Financial's mini docu-series The Underdogs has now been released! Click here to watch:


#ProudToBePRIMIS #Mortgages #bespokefinancial

Happy National Data Privacy Day! Find out why your data is your most valuable asset:


#NationalDataPrivacyDay #dataprivacy #ProudToBePRIMIS #PRIMISBlog

Congratulations to Jade Topliss from Liddle Perrett and Richard Booth from Nouveau Financial on being nominated for 'Best Mortgage Administrator' at the Mortgage Strategy Awards 2020. #MSAwards20


Congratulations to Jade Topliss from Liddle Perrett on her nomination for 'Paraplanner of the year' at the Professional Adviser Awards 2020!




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 mbhr@lslps.co.uk