The launch involves several East Midlands-based businesses coming together.
Featured Ltd has partnered with Adam Horton, founder of Hortons estate agency, to bring forward a hybrid digital mortgage advice company.
The new venture is led by Daniel Smalley, a mortgage adviser with more than six years of experience in financial services.
Unlike how traditional mortgage brokers operate, Rippled is entirely fee-free, with customers paying no fees for their mortgage advice.
Rippled offers ‘digital first’ consultations, streamlining many of the processes that usually require a face-to-face meeting.
Peter Watson, managing partner at Featured, said: “It’s been challenging to conceptualise and launch a business through this pandemic, but we’re confident that this entirely new and innovative service will disrupt the mortgage industry massively.
“We’re looking to push the industry standard forward with Rippled with a new way of thinking that puts the customer in control.
“By utilising Adam’s experience within the estate agency market, Daniel’s mortgage and financial services experience, as well as Distract’s marketing expertise, we have all the elements needed to make a significant impact.”
Horton added: “The East Midlands property market has been crying out for easier to access mortgage advice for years.
“We believe that Rippled will provide real value for current homeowners and future buyers looking to secure the right mortgage for their property.
“Because Rippled operates on a no-fee basis, we’re ensuring that customers can use their money for what they’ve really been saving for – their new home, instead of paying over the odds for additional fees.”
