Our Story
About Apply Wise
We're on a mission to make mortgages simple, accessible, and stress-free for everyone.
Our Story
Apply Wise was founded with a simple belief: getting a mortgage shouldn't be complicated. Too many people were overwhelmed by jargon, confused by options, and stressed by the process.
We set out to change that. By combining cutting-edge technology with expert human advice, we've created a mortgage service that puts you in control while ensuring you never feel alone in making such an important decision.
Today we help people at every stage — from first-time buyers taking their first step onto the property ladder to experienced landlords expanding their portfolios.
What We Stand For
Our Values
Transparency
No hidden fees, no jargon, no surprises. We believe you deserve to understand exactly what you're signing up for.
Expertise
Our advisers are fully qualified and regularly trained. We stay on top of market changes so you don't have to.
Customer First
Your needs drive everything we do. We'll never recommend a product that isn't right for your circumstances.
Innovation
We use technology to make the process faster and easier, while keeping the human touch where it matters most.
Integrity
Apply Wise Financial Ltd is an Appointed Representative of Scott & Goose LLP, which is authorised and regulated by the Financial Conduct Authority. We take our responsibilities seriously and always act in your best interest.
Accessibility
Everyone deserves access to quality mortgage advice, regardless of their circumstances or experience level.
The Team
Advice from people, not algorithms
We're a small, specialist team — when you work with Apply Wise, you deal directly with an experienced, qualified adviser from start to finish.
Tom James
Mortgage, Protection & Equity Release Adviser
Tom brings a distinctive perspective to financial advice. With a background spanning financial services and having built and run his own businesses, he understands firsthand the pressures that self-employed clients, contractors and business owners face when navigating the mortgage market. His approach is straightforward and jargon-free — he takes time to understand your situation properly, then finds the right solution for you, not the easiest one. Whether you're a first-time buyer, remortgaging or exploring equity release, you'll always deal directly with Tom.
Ian Scott
Principal Adviser & Founder, Scott & Goose
Ian is the founder of Scott & Goose — one of the longest-established mortgage advisory firms in the area — and has been advising clients since 2003. Ian leads his own team of advisers, and Scott & Goose LLP is authorised and regulated by the Financial Conduct Authority. Apply Wise Financial Ltd operates as an Appointed Representative of Scott & Goose LLP, meaning every piece of advice delivered through Apply Wise sits within the same regulatory framework Ian has built over two decades. His depth of experience makes him especially well-placed for complex cases — from later-life lending and equity release to difficult-to-secure mortgages.
Regulatory information. Apply Wise Financial Ltd is an Appointed Representative of Scott & Goose LLP, which is authorised and regulated by the Financial Conduct Authority. FCA Firm Reference Number 661183. All advice provided through Apply Wise is delivered under Scott & Goose's FCA authorisation. Apply Wise Financial Ltd is registered in England and Wales, company number 16846104.