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Brokers flag TikTok video

ended 19. May 2025

What are your thoughts on this video on TikTok and Insta about April Mortgages’ 100% LTV product launched late last week, which was being discussed by a number of brokers on Newspage last night? Deadline fairly tight - 10:30.

7 responses from the Newspage community

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Bob Singh
Founder at Chess Mortgages
A little knowledge is a dangerous thing. A little knowledge from a social media influencer is even more dangerous. This April 100% product has the marmite factor. Either you like it or you don’t! The simultaneous launch of the 100% deal and the 7x Income product seem to have got many people excited and many are confusing the two products. Either way, sound professional guidance is required by borrowers before they embark on the journey. Admittedly the products have their terms and conditions, which in my view take away the flexibility borrowers want these days, but it will suit many borrowers who just don’t have that 5% or £5000 to start with. A mortgage is a long-term commitment and the payback is in the rate.
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Aatif Fazal
CEO at Frida Finance
If you look at the comments, I was one of the first to comment on the post, as Frida Finance. It’s sad to see unqualified so-called property investors speak on FCA-regulated products. It’s just misleading and unfair to those trying their absolute best to get on the property ladder as first-time buyers. Social media can be such a dangerous tool.
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David Stirling
Independent Financial Adviser at Mint Wealth
The recent launch of April Mortgages’ 100% loan-to-value mortgage product has sparked considerable discussion among mortgage brokers and financial experts. This product could be seen as a "life-changing" opportunity for first-time buyers who are struggling to save for a deposit. With misinformation rife on social media due to so-called "finfluencers", it is vital to seek the services of a fully qualified mortgage broker who will apply the correct criteria for your circumstances.
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Rohit Kohli
Director at The Mortgage Stop
It's like the wild west out there with so many finfluencers providing information that isn't correct. The FCA is too slow and weak in its ability to clamp down on this and, quite frankly, until the tech companies feel some pain, they won't do anything to change things.
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Justin Moy
Managing Director at EHF Mortgages
This is a very typical example of clickbait, full of misinformation from those not qualified to give advice, or certainly a heavy steer to viewers. The FCA has spoken about outlawing such propaganda but we now need more action. Ultimately, mortgage brokers have to sort out the mess such as this when we receive enquiries from clients who think the impossible can be achieved.
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Pete Mugleston
Mortgage Advisor & Managing Director at onlinemortgageadvisor.co.uk
So-called 'finfluencers' on social media need to be careful with the advice they provide on FCA-regulated content. Some of the content from these 'finfluencers' is vague and misleading, and in the case of this particular video, it makes the process of getting a mortgage with no deposit seem easy, when it's often anything but. The best course of action for anyone looking to get a mortgage still remains to speak to a qualified expert with years of experience, not so-called, and often self-appointed experts on social media.
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Craig Fish
Director at Lodestone Mortgages
Ah yes, TikTok — the new home of mortgage advice. Who needs 25 years of experience, qualifications, or FCA regulation... when you can get all your financial guidance from someone with no qualifications and a ring light. Apparently, borrowing half a million quid is exactly the same as picking your next meal deal. Spoiler alert — it’s not. This isn’t just poor advice. It’s dangerous. And it’s being shared purely for likes, views and affiliate clicks.So please, before making life-changing decisions, maybe... just maybe... speak to someone who's actually regulated to help you. Crazy idea, I know.