Our Company.

Asset Guide Limited trading as Guide Financial services is a directly authorised financial intermediary providing comprehensive solutions across Residential Mortgages, Specialist Property Finance, Protection Planning, and Will Writing Services.

We support individuals, investors, and businesses with structured financial guidance designed to meet complex lending and long-term planning requirements. Our role is to deliver clarity, efficiency, and expertise across all areas of property finance and long-term financial planning.

Through access to an extensive panel of mainstream as well as specialist lenders and providers, we offer clients with suitable and competitive solutions aligned with their objectives.

Residential Mortgage Solutions

We offer end-to-end advisory services for clients navigating the residential mortgages market. Our expertise covers:

• First-time buyer mortgages
• Remortgages
• Home mover mortgages
• Residential finance for complex income profiles

We partner with a broad network of lenders, enabling us to recommend competitive and suitable products aligned with your objectives. Our professional standards ensure consistent, transparent, and responsible recommendations based on a client’s financial profile and long-term strategy.

Recommendations are based on your circumstances, objectives and lending criteria set by the lender. All mortgage applications are subject to status, credit checks and affordability assessments.

Specialist Lending & Property Finance

As a specialist finance intermediary, we deliver structured solutions across the full spectrum of property funding, including:

• Buy to Let Finance
• HMO & Multi-Unit Mortgages
• Portfolio Landlord Finance
• Bridging Loans & Short-Term Finance
• Auction Finance
• Commercial and Semi Commercial Mortgages
• Development & Refurbishment Finance
• Secured Loans
• Foreign National & Expat Mortgages

Our specialist capability ensures that clients benefit from efficient structuring, lender access, and market-leading insight across mainstream and niche finance segments. This insight enables clients to navigate with confidence and efficiency. The availability and suitability of these products will depend on your individual circumstances, experience and lending profile.

Protection Planning

To complement our lending services, we provide comprehensive protection solutions designed to secure client’s financial stability, offer financial security to their dependents and safeguard financial position. Our offering includes:

• Life Cover
• Critical Illness Cover
• Income Protection
• Mortgage Protection
• Landlord & Business Protection

Our approach ensures continuity, resilience, and long-term security for families, property investors, and professionals. These solutions are designed to mitigate risk and support long-term financial stability. We will assess your protection needs and recommend products that align with your personal and financial circumstances. As with all insurance policies, terms, conditions and exclusions apply.

Will Writing & Estate Planning

We also offer professional will writing and estate planning services, enabling clients to protect assets, mitigate risks, and ensure their wishes are clearly documented. These services integrate seamlessly with our financial advice, providing clients with a complete and structured approach to future planning.

Our Commitment

We are committed to delivering high-quality advisory services, operational excellence, and robust compliance practices. Our focus is on providing transparent, responsible, and client-centric solutions backed by in-depth market knowledge and access to an extensive panel of lenders and providers.

Whether you are securing a residential mortgage, funding a property investment, securing your families future, protecting your income or legacy, or planning your estate, Guide Financial Services provides the expertise and professionalism required to support informed and strategic decision-making.

With offices in Manchester, London and Leicester and a team of advisers spread across the length and breadth of the country gives us an opportunity to localise our services through distribution networks and on-going engagement with the local community and diaspora.

Why Choose Guide Financial Services?

1. Expertise & Market Insight
Our advisers bring extensive experience across residential and specialist lending sectors, delivering strategic recommendations supported by industry-leading insight.

2. Access to a Broad Network of Lenders & Providers
We work with a diverse panel that includes mainstream, specialist and commercial lenders as well as providers offering clients a wide range of competitive and suitable options.

3. End-to-End Service Across Finance, Protection & Estate Planning
From securing funding to safeguarding assets and planning for the future, we provide a fully integrated service under one trusted advisory framework.

4. Transparent, Responsible & Compliant Advice
Our corporate approach is built on transparency, due diligence, and regulatory best practice thus ensuring clients receive clear, reliable, and fully compliant advice.

5. Tailored Solutions for Complex Requirements
We specialise in supporting clients with complex profiles, portfolio lending needs, international requirements, and non-standard income structures.

6. Consistency, Efficiency & Professional Service Delivery
Clients choose us for our commitment to operational excellence, timely communication, and a professional experience from initial consultation through to completion.

Mission

Our mission is to deliver responsible, transparent and client-focused financial advice. We aim to support clients with clear information, structured guidance and solutions aligned with their individual needs and long-term goals.

Vision

Our vision is to be recognised as a trusted and respected financial intermediary, valued for our professionalism, market knowledge, regulatory standards and commitment to delivering consistent, high-quality advice. We aspire to create long-term client relationships built on integrity, clarity and dependable service.

Values

• Integrity - We operate with honesty, accountability and professionalism. We are committed to providing advice that reflects our clients’ best interests and regulatory obligations.
• Transparency - We communicate clearly and openly, ensuring clients understand product features, costs, risks and responsibilities before proceeding with any financial decision.
• Professional Excellence - Our team is dedicated to maintaining high standards of competence, accuracy and diligence. We continue to develop our knowledge to meet evolving regulatory and market requirements.
• Client Focus - We recognise that every client has unique objectives. We provide tailored recommendations supported by careful assessment and thorough due diligence.
• Responsibility - We take our regulatory and ethical duties seriously. We ensure our advice is suitable, compliant and aligned with the standards expected within the UK financial services industry.
• Confidentiality - We handle all client information securely and responsibly, respecting the sensitivity and importance of personal and financial data.