OnTheMarket Group has launched an umbrella brand providing consumers with access to financial services connected with home moving.  

The property website’s first partner on its OnTheMarket Money portal is broker L&C, which will provide access to its whole-of-market products as well as support.  

The property portal says the move will allow consumers to look for “a mortgage in principle and provide them with an idea of how much they might be able to borrow, helping them save time by focusing on appropriate price brackets before contacting agents”.  

It adds the consumer referral partnership with L&C is one of several integrations that will be launched on the hub over the coming 12 months, with the rollout of a fee-sharing mortgage referral business model — so agents can earn referral fees.   

OnTheMarket chief executive Jason Tebb says: “The launch of OnTheMarket Money is a key step in our evolution towards becoming a ‘one-stop shop’ technology company that provides services for agents and consumers, across the entire property ecosystem.  

“This partnership will help add even more value to consumers, as well as being financially prepared in readiness for their next move. This will combine perfectly with our ‘buyer ready’ proposition to ensure that our customers receive qualified leads from serious property seekers.  

Tebb adds: “By having all this information and access to professional mortgage advice in one place on-site, property seekers will have a much better understanding of their borrowing capabilities before engaging with an agent.   

“This is just the start of our journey to help our consumers find their next home and get financially qualified. As we continue to evolve our offering, our aim is to help OnTheMarket agents generate additional revenue from financial services themselves.”  

“Other portals make millions of pounds a year from selling valuable agent leads to third parties. How is this fair? We have built a fantastic business, based on fair and sustainable pricing, that offers so much value to our customers and helps them earn additional income.”  

L&C Mortgages chief commercial officer Adam Connolly points out: “In a fast-paced mortgage market we believe that advice is even more crucial for customers.  

“L&C is excited to bring our know-how to helping prospective buyers get mortgage ready, putting them in the best position to make their next house move a successful one. That will have clear benefits not only for consumers but also for OnTheMarket agents.”