Derby-based Mortgage Advice Bureau (MAB) announced the acquisition of London-based consumer property platform HomeOwners Alliance (HOA) on Tuesday, April 14, 2026. The deal, valued at approximately £1.4 million ($1.9 million), aims to integrate guidance services for homebuyers earlier in their financial journey.
Under the terms of the agreement, MAB secured a 100% stake in HOA from its founders and the company Smoove. The payment structure includes half of the consideration paid upon completion, with the remaining balance due over a two-year period plus distributable reserves.
Founded in 2012 by former housing policy advisor Paula Higgins, the HomeOwners Alliance has functioned as an independent advice service. Despite the change in ownership, the organization will continue to operate as an independent consumer voice while utilizing MAB’s broader resources.
The acquisition allows MAB to capture lead volumes from HOA’s digital platform, which currently attracts millions of annual visitors. MAB directors indicated the move strengthens the firm’s position ahead of potential regulatory changes resulting from the government’s ongoing home-selling and buying consultation.
“This acquisition strengthens our ability to engage with customers earlier in their homebuying journey and supports our strategy to broaden MAB’s role across the wider home-moving process,” said Ben Thompson, Director of Home Moving Strategy at Mortgage Advice Bureau.
MAB, which is listed on the London Stock Exchange and manages over £30 billion in annual loans, expects to link its mortgage advice more closely with home-moving services. This includes expanding HOA’s reach and diversifying the range of protection and guidance tools available to users.
“By joining Mortgage Advice Bureau, we will benefit from additional resources and reach, allowing us to expand the guidance, tools, and research we provide,” said Paula Higgins, Founder and Chief Executive of HomeOwners Alliance.
The integration of the two firms is expected to streamline the connection between property advice and financial products. MAB stated that the deal also includes the acquisition of full share capital from HOA’s existing stakeholders.