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Lona Financial Ltd

Lona Financial Ltd

5.0(40 reviews)See reviews ↓·Cardiff

About the company

Lona Financial Ltd is a whole-of-market mortgage broker operating across the UK, with specialist lending expertise since 2015. The company provides buy-to-let, bridging and development property finance. It has access to over 90 buy-to-let lenders and over 200 bridging and development lenders. Matthew Jones and Andrew Rowlands are Directors, and Helen Calford is Operations Manager.

Lona Financial Ltd is an Appointed Representative of GPS Financial Ltd, which is authorised and regulated by the Financial Conduct Authority. It is registered in England and Wales.

The company has arranged a bridging loan of £1.395m for the acquisition of 30 high cash-flow flats, including a small HMO; a bridging facility for £1.6m for the acquisition and refurbishment of a freehold block of 15 flats; a Grade II listed multi unit block renovation with a £300k net loan and an additional £150k of works funded in arrears; a bridging facility of £585k for the acquisition and modernisation of 11 flats; a bridging loan of £456k for the modernisation of five flats, including a side dormer; a bridging loan for £520k to convert a period property into residential flats; development finance for 5 new-build homes in the South East; and a buy-to-let mortgage for a non-standard construction property.

What customers say

Based on genuine customer reviews

Lona Financial Ltd is named by property investors and business clients in Cardiff as a broker that goes well beyond matching a product to an application. Matthew, who appears throughout the feedback, is repeatedly described as responsive and as honouring the timeframes he sets, with progress updates arriving unprompted rather than needing to be chased. A recurring theme is the strategic contribution on how borrowing is arranged, how a portfolio's income and longer-term expansion are assessed, including a 35-unit acquisition carrying multiple layers of complexity.

Newer investors highlight help with HMO costings, project risks and routes off bridging onto longer-term lending. Reviewers also note that difficulties are met head-on, one account describing direct engagement with a bank board to resolve a case that had run into trouble elsewhere. Personal and business mortgages, bridging loans, and commercial and residential transactions all feature. Customers writing about their orders describe the manner as personable and the explanations as clear, with their interests placed ahead of completing a single deal, and Matthew's problem-solving credited with keeping transactions alive.

Reviews

Reviews are taken from publicly available sources.

ST
Sam Trueman24 March 2026

Lona Financial recently helped organise a BTL mortgage for our limited company and they were great. We had help from Matt, Helen and Karen and they were always really quick to respond and gave us great advice throughout. Would highly recommend their services! Thanks guys ⭐️⭐️⭐️⭐️⭐️

AS
Anthony Sutton6 February 2026

I've worked with Matt and the Lona Financial team on various commercial and residential deals over the past few years. Matt combines years of experience as a broker but also as an investor himself to provide a service above and beyond what you'd usually expect from a broker. Whenever I discuss a potential deal with Matt, I know I can trust that he is working in my best interest, I trust his opinion on the deal, any risks and the best way to structure the deal to stand the best chance of getting it over the line. I never have to chase or worry about what is happening throughout the process, I know there won't be mistakes or unnecessary delays and I know I can get hold of him to discuss my applications or even just to chat about ideas, new deals and lean on his unmatched knowledge in this field. Couldn't imagine working with another company for all my future deals. Looking forward to a great continued relationship for many years.

JW
Jessica Winfield-Fearn22 January 2026

I have used Matthew for both personal and business related mortgages, bridging loans etc. He is one of the most professional people i know in the industry, i was let down by another company and he was so supportive, met with the board of the banks to tell my story, to ensure we didn't get a fine for being late. He is relatable, and personable. I would highly recommend.

RL
Richard Lloyd19 January 2026

Fantastic service from Matt and the Lona Financial team! I’ve worked with Lona Financial across multiple investment property strategies and they have impressed me. Their knowledge of loan structuring, cash flow, and long term portfolio growth is outstanding. If you’re serious about property investing and want a specialist broker who thinks strategically, I highly recommend them. I recently acquired a 35 unit portfolio which had layers of complexity to it. Matt used his knowledge and expertise as an investor and broker to help me structure the financial side of things. Matt and the team took a great deal of time and care to fully understand this complex deal, then come up with a strategic financial plan that was explained in a simple to understand way. I felt valued as a client and am convinced that the level of service I received is what helped get this deal across the line. Quite simply, Lona Financial delivered when it mattered most and that has earned my trust and respect. Matt’s knowledge is remarkable and so is the customer service I received. I’m looking forward to working with you on the next deal. Thank you!!!

L
Lola19 January 2026

Absolutely recommend Matt and the team at Lona Financial. They have helped me learn so much about what I need from the finance side of the deals we are making. I have confidence in them because of the support they give me and the knowledge they have is always outstanding. Wouldn't go anywhere else.

AZ
Andrius Zokaitis15 January 2026

This is one of the best professional relationships I’ve experienced. Matthew and his team are extremely helpful with their products and provide valuable advice on business and other matters. I truly can’t recommend them highly enough 👌

ST
Sarah Tracey15 January 2026

Matt and the team have been amazing. So knowledgeable, spend time looking at all avenues and talking you through any options. We’ve been working with Matt for the past year and will continue to grow our portfolio with them. Thanks for all your help thus far!

Mortgage brokers in Cardiff compared

Ordered by rating, weighted by the number of reviews — businesses with only a handful of reviews do not jump to the top automatically. 5 businesses in this category in Cardiff are compared.

RankProviderRatingReviewsOpen Sat.
1Lona Financial Ltd (this page)★ 5,040No
2Just Mortgages Roath★ 5,0886Yes
3Grosvenor May Financial Services★ 5,039No
4Talk Mortgage Broker Cardiff & Bristol★ 5,0106Yes
5The Mortgage Store Cardiff★ 5,041No
Contact
+442920034911lonafinancial.co.ukS05-S06, Forgeside House, Bay Business Centre, Forgeside Cl, Cardiff CF24 5FA
Working hours
Monday09:00–17:00
Tuesday09:00–17:00
Wednesday09:00–17:00
Thursday09:00–17:00
Friday09:00–17:00
SaturdayClosed
SundayClosed