RVU, a subsidiary of ZPG, the owner of No. 2 U.K. real estate portal Zoopla, has acquired leading online mortgage broker Mojo Mortgages for an undisclosed sum as it expands into the online mortgage brokerage market.

RVU runs ZPG’s price comparison and financial services arm, including the USwitch, Confused.com and Money.co.uk brands. RVU operates separately to Zoopla and its agency industry services.

Mojo Mortgages was founded three years ago by Richard Hayes and Nick Sherratt and is a free brokerage service that is most popular with first time buyers due to its ‘get mortgage ready’ app, Mortgagescore. It delivers personalized mortgage recommendations mostly aimed at first time buyers.

The accounts of Mojo Mortgages parent company Life Great Group Ltd show Mojo Mortgages owes the parent company £3.6 million ($5 million U.S.) used to finance its launch and development and the company has received seed and Series A funding of £7.6 million.

RVU says the acquisition will enable it to get more involved in mortgage intermediation and to and “own the full journey across all customer touch points, from the moment they seek information and advice, to applying and securing a mortgage.”

“Millions of mortgage seekers are coming to us through trusted sites like Money.co.uk, Uswitch and Confused.com. Owning every part of the process means we can improve their experience from start to finish,” said Tariq Syed, RVU CEO.

“Digitalization has been sluggish in the mortgage sector but together with Mojo we will have the teams and the tools to supercharge the process and give consumers the experience they deserve.”

The acquisition gives RVU access to the full chain of buyer activity from initial mortgage advice to applying for a loan and then onto Zoopla to select properties.

“This significant next step in our journey makes that vision a reality on a scale we could have only dreamt of back then,” said Richard Hayes, Co-founder and CEO of Mojo Mortgages.

In December, the price comparison arm of ZPG agreed to buy the price comparison businesses of British insurer Admiral in a deal valued at £508 million ($685.4 million U.S.).

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