HomeOwners Alliance (HOA), a consumer focused home-moving advice website, has been acquired by Mortgage Advice Bureau (MAB) in a move described by MAB as a way to “strengthen presence earlier in the home-buying journey and expand its role across the wider property ecosystem”.
Founded in 2012, HOA receives millions of web visits annually, providing guidance, tools, and services to homeowners and prospective buyers. It has also championed consumer issues including the Competition and Markets Authority’s investigation into house builders, and issues with the installation of spray foam insulation.
The acquisition sees MAB take 100% of the shareholding from its founders and Smoove Limited, which took a 35% stake in the business in 2016.
MAB is one of the largest consumer intermediary brands and specialist appointed representative networks for mortgage intermediaries, with more than 2,000 advisers offering mortgage, protection and general insurance advice. The company handles more than £30 billion of loans annually and is listed on the Alternative Investment Market (AIM) of the London Stock Exchange.
Ben Thompson, director of home moving strategy at Mortgage Advice Bureau, said the move would “strengthen our ability to engage with customers earlier in their home buying journey and supports our strategy to broaden MAB’s role across the wider home-moving process”.
He added: “HomeOwners Alliance has built a strong reputation as a trusted source of information for homeowners and prospective buyers. We’re pleased to welcome HomeOwners Alliance to the Group and look forward to supporting its continued growth.”
The acquisition supports MAB’s strategy to expand its presence across the wider home-moving ecosystem, Thompson said, enabling earlier engagement with consumers in the home buying journey and extending beyond the point of mortgage advice. With the outcomes of the government’s ongoing home selling and buying consultation still unclear, the acquisition expands its reach to consumers earlier in the home buying process, building connections between mortgage advice and complementary home moving services.
Paula Higgins, founder and CEO of HomeOwners Alliance, said: “HomeOwners Alliance was created to help people navigate one of the biggest financial decisions of their lives. By joining Mortgage Advice Bureau, we will benefit from additional resources and reach, allowing us to expand the guidance, tools, and research we provide. We will continue to operate independently, retaining a strong voice for consumers, and are excited about our growth plans under MAB’s ownership.”
HomeOwners Alliance will continue to operate independently, maintaining its brand, editorial independence and consumer-first mission. Higgins confirmed she will remain in post as CEO for the time being.
