Mortgage Advice Bureau (MAB) has acquired HomeOwners Alliance (HOA) in a strategic move to strengthen its presence earlier in the homebuying process.

The acquisition, for an undisclosed amount, will see MAB take a 100% stake in HOA from its founders and Smoove.

HOA is a consumer platform that provides guidance, tools, and services to homeowners and prospective buyers. It generates leads across mortgages, conveyancing, surveys, removals and other complementary home moving services, and will continue to operate under its existing brand.

MAB’s acquisition of HOA supports a strategy to expand its presence across the wider home-moving ecosystem, enabling earlier engagement with consumers in the homebuying journey and extending beyond the point of mortgage advice. It also strengthens MAB’s positioning ahead of any potential changes arising from the Government’s ongoing home selling and buying consultation.

As well as introducing mortgage customers, HOA will align with MAB’s preferred suppliers across the wider home-moving process.

Director of home moving strategy at MAB, Ben Thompson, commented: “HOA has built a strong reputation as a trusted source of information for homeowners and prospective buyers.

“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. We’re pleased to welcome HOA to the group and look forward to supporting its continued growth.”

Founder and CEO of HOA, Paula Higgins, added: “By joining MAB, 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.”

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