The Mortgage Process Is Broken.
We're here to fix it.
Founded by David Woodford and Daniel Holloway, United Mortgages® was built with a clear mission: to revolutionise the mortgage process and put their clients first. No theatre. No fluff. Just a faster, cleaner way to help you secure your dream home.
Welcome to the future of mortgages
Our Founding Team
Meet the changemakers responsible for leading the United Mortgages® mission
DAVID WOODFORD in
Chief Executive Officer
Co-Founder and Chief Executive Officer of United Mortgages® with responsibility for overall leadership, GTM, and strategy, in addition to adeptly leading the firm's commercial advisory operations.
A tech and customer experience evangelist, David has spent nearly a decade working at the intersection of innovation, sustainability, and growth. Before co-founding United, he held management roles at two Fortune 500 firms (Renault Group and Geely), and later helped scale Deloitte Fast 50 and Fast 500 recipients, Hypervolt, where he built enterprise and partnership channels with a relentless focus on the customer journey.
An alumnus of Edinburgh Business School, David's penchant for thinking in the long-term, energetic leadership, and relentless focus on the customer experience enables him to build and scale high-performance teams, and mutually profitable partnerships.
DANIEL HOLLOWAY in
Chief Technical Officer
Co-founder and Chief Technical Officer, Daniel leads the engineering, build, and implementation of our suite of proprietary software.
As passionate about streamlining the mortgage process as he is the Oxford comma, he approaches each development challenge with the systematic rigor of a quantitative analyst and the curiosity of a philosopher asking "why?"
With a Master's in Economics and Finance from King's College London and a Bachelor's in Philosophy, Politics & Economics, Daniel views software development as much an art as a science and combines deep financial industry knowledge with technical expertise.
His experience spans algorithmic systems development, full-stack web engineering, and five years in finance, bringing a unique perspective to mortgage technology that treats every line of code as both a technical solution and a bet on better outcomes for our clients.
Who We Help
We work with ambitious professionals, entrepreneurs, and families across London and the Home Counties
who refuse to accept that mortgages have to be complicated
We don't just arrange mortgages; we build relationships with people who value clarity, speed, and expertise.
FIRST TIME BUYERS
Taking your first step onto the property ladder shouldn't feel like decoding ancient hieroglyphics. We translate the jargon, explain what actually matters, and make sure you're equipped with a mortgage that sets you up for success - not just approval.
I'M A FIRST TIME BUYERMOVING HOME
Outgrowing your flat? Ready for that extra bedroom or garden? We help you navigate the remortgage-or-port decision, find better rates, and move without the mortgage becoming the stressful part of the process.
I'M MOVING HOMEREMORTGAGING
Your fixed rate is ending and you're facing a payment jump. Or maybe your property's increased in value and you want to release equity. Either way, we'll find you a better deal than your current lender's retention offer.
I'M REMORTGAGINGEntrepreneurs, Founders, and Self-Employed
Traditional lenders don't understand your business model. We do. Whether you're a contractor on day rates, a director taking dividends, or a founder with equity compensation, we know how to present your income in a way that gets you approved.
I'M SELF EMPLOYEDPROFESSIONALS & HIGH EARNERS
City professionals, consultants, and senior executives deserve mortgage advice that respects their time. We work with lenders who understand complex income structures, bonuses, and international assignments and we move fast.
I'M A HIGH EARNERBuy-to-Let Investors
Building a property portfolio requires lenders who understand rental yields, stress tests, and portfolio strategies. We work with specialist BTL lenders who see investment properties as business assets, not consumer purchases.
I'M AN INVESTOROur Advisory Board
Bringing together visionary strategists dedicated to shaping the future of home financing
MUKI LIU in
Associate Vice President, Communications
A visionary and empathetic communicator, Muki built her career in communications across the green energy sector, working with Evident, Drax Group, and National Grid.
Educated at Beijing International Studies University and the University of Edinburgh, Muki embraces diverse voices and believes in the power of listening: communication comes after understanding what is truly desired.
As Communications Advisor at United Mortgages®, she creatively leads the firm's marketing and communications strategy, bringing her collaborative mindset and sector expertise to shape accessible, purpose-driven financial narratives.
Sarina Kiayani in
Non-Executive Director & Policy Advisor
Sarina, an alumna of the London School of Economics, brings a thoughtful, people-centred approach to policy development in her role as Policy and External Affairs Manager at ARCO (Associated Retirement Community Operators), the UK's leading trade body for Housing-with-Care.
A natural communicator, she regularly contributes to public debates on housing through media appearances and written commentary, translating complex policy into accessible, human-focused narratives.
Policy Advisor at United Mortgages®, she helps shape the organisation's vision around ethical and accessible housing finance, bringing both her collaborative mindset and advocacy for inclusive, sustainable housing solutions.
The Integrity Charter
In line with our overarching mission to become Britain's most trusted team of mortgage advisors, we commit to upholding the highest standards of integrity, professionalism, and ethical conduct in all our interactions with clients, lenders, and partners.
Our purpose is to guide clients through the mortgage process with clarity, transparency, and honesty, ensuring that their financial decisions align with their best interests and long term goals.