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Key facts
- Trading name
- John Charcol
- Registered company
- Pivotal Financial Limited
- Company number
- 09157892 (Companies House, status Active, checked 6 November 2026)
- Phone
- Not published on Whito. Use the website link below to get in touch
- Website
- charcol.co.uk
- Listing status
- Unclaimed. Compiled from public information and not yet verified by the business
- Listing last updated
- 6 November 2026
What Whito has checked
- Listed: yes. Public entry since 6 November 2026
- Companies House matched: yes. Company 09157892, Active, read 6 November 2026
- Claimed: no. Not claimed by the business
- Verified: no. Not yet: needs a claim, then Whito’s identity and contact checks
- Regulator checked: no. No regulator register read by Whito
- Company record
- Companies House shows Active for company 09157892, read on 6 November 2026. See the register entry
- Company filings
- Incorporated on 1 August 2014. Company type: Private limited Company. Latest accounts on the register: Full accounts made up to 31 December 2025, filed on 9 July 2026. Nature of business, as the company describes it to Companies House: 64999 - Financial intermediation not elsewhere classified. As shown on Companies House when Whito read it on 14 November 2026. Whito does not hold turnover or staff numbers.
- Regulator register
- No regulator or scheme registration is recorded on this listing.
- Listing ownership
- Unclaimed. Whito built this listing from public sources. The business has not claimed it. Run this business? Claim it free
- Website check
- Not yet checked. Free Website Check
- AI answers
- No AI answers recorded for this business yet. Whito’s AI studies cover selected trades and towns, so no record does not mean AI assistants never name it. Want this tracked every month? Visibility Monitor, £280 a month. Paying never changes this listing.
Each line means only what it says. Listed, matched, claimed, verified and regulator checked are separate states, and none of them is a recommendation. How Whito collects its data
About John Charcol
John Charcol is scored on Whito's UK Mortgage Broker marketing leaderboard, ranked 7 of 10 with 5.3 out of 10 overall. This listing was compiled by Whito from public sources. The business has not claimed it yet.
What to check before you book
This listing is compiled from public sources, so confirm these directly with the business before you buy or book.
- Use the website address on this page to buy or book, not a look-alike site or an advert.
- Get prices, terms and cancellation rules in writing before you pay.
- Where the service is regulated, check the firm on the regulator's register.
- Keep a dated record of what was agreed.
Marketing scorecard
John Charcol is scored on the Whito Mortgage Brokers leaderboard. Whito read its marketing by hand on seven channels against fixed scoring rules, using only what any customer can see. Nobody can pay to appear or to change a score.
Marketing scores, ranked 7 of 10
Overall 5.3/10 against an industry average of 5.4 on the Mortgage Brokers marketing leaderboard. Read 22 October 2026.
- Social4 avg 4.8Social: 4 out of 10, industry average 4.8
- Website7 avg 7.7Website: 7 out of 10, industry average 7.7
- Email2 avg 3.0Email: 2 out of 10, industry average 3.0
- SEO5 avg 4.2SEO: 5 out of 10, industry average 4.2
- Paid6 avg 6.6Paid: 6 out of 10, industry average 6.6
- Reviews7 avg 7.6Reviews: 7 out of 10, industry average 7.6
- Brand6 avg 4.2Brand: 6 out of 10, industry average 4.2
Marketing strengths
- Brand 6/10 (industry 4.2). Same name everywhere, a clear positioning line ('Independent Mortgage Brokers Guiding You Home') and a Meet the team page naming its advisers; no long-running asset confirmed; three recent news mentions not checked.
- SEO 5/10 (industry 4.2). 2 of 10 UK web searches returned charcol.co.uk in the top ten ('mortgage broker fees UK', 'mortgage broker Birmingham'), plus credit for guides, a glossary, a blog and mortgage videos.
Marketing weaknesses
- Email 2/10 (industry 3.0). A newsletter sign-up; no customer account or app seen.
- Social 4/10 (industry 4.8). Links to Instagram, Facebook and LinkedIn, three platforms in all.
- Website 7/10 (industry 7.7). An 'Our fees' page linked from the homepage, appointment booking and FCA authorisation stated; no fee shown on the homepage itself.
Improvement opportunities
For each weaker channel, what the best-scoring brand on this board does, taken from its evidence.
- Email: Tembo scores 6/10 here. The Tembo app on the App Store and Google Play, plus a customer login.
- Social: Mojo Mortgages scores 6/10 here. Links to TikTok, Instagram, Facebook, LinkedIn and YouTube, five platforms in all.
- Website: Mojo Mortgages scores 8/10 here. Advice stated as fee free ('Fee free mortgage broker'), an online advice journey, a page explaining how it makes money and FCA authorisation stated.
Whito’s verdict
John Charcol scores 5.3, level seventh with Haysto. Its fees page appeared for 'mortgage broker fees UK' and a Birmingham page for 'mortgage broker Birmingham', and its guides, glossary and videos add a point, so SEO scores 5. Brand scores 6, with a team page naming its advisers. Reviews score 7 from 4.9 on 1,562 Trustpilot reviews, with no replies on the latest 20. Paid scores 6 on 31 Google ads. Its website scores 7, with a fees page and booking but no fee on the homepage, and email 2 for a newsletter.
The evidence behind the scores
Read 22 October 2026. One line per channel, as seen on the day. Review figures and ad counts change daily.
- Social 4: Links to Instagram, Facebook and LinkedIn, three platforms in all.
- Website 7: An 'Our fees' page linked from the homepage, appointment booking and FCA authorisation stated; no fee shown on the homepage itself.
- Email 2: A newsletter sign-up; no customer account or app seen.
- SEO 5: 2 of 10 UK web searches returned charcol.co.uk in the top ten ('mortgage broker fees UK', 'mortgage broker Birmingham'), plus credit for guides, a glossary, a blog and mortgage videos.
- Paid 6: Google Ads Transparency Centre, UK, last 30 days, by domain charcol.co.uk: 31 ads. Meta Ad Library, UK, read 23 October 2026: no active ads found for John Charcol.
- Reviews 7: Trustpilot 4.9 from 1,562 reviews, with no company reply on the latest 20.
- Brand 6: Same name everywhere, a clear positioning line ('Independent Mortgage Brokers Guiding You Home') and a Meet the team page naming its advisers; no long-running asset confirmed; three recent news mentions not checked.
See John Charcol on the Mortgage Brokers leaderboard · Listed above: Haysto (5.3) · Listed below: Better.co.uk (4.7) · Compare with rivals
History and method
Score history. John Charcol was first scored on Whito’s fixed rules in October 2026. Earlier editions used scores relative to the other brands on the board, so they are not comparable. Score and ranking movement will show here after the next rescore.
How the scores work. Each of seven channels (social, website, email, SEO, paid, reviews and brand) is scored 0 to 10 against fixed, published anchors, and the overall score is the plain average of the seven. Scores measure visible marketing only, not sales, profit or market share. Full rules are on the board’s method section.
Independence and corrections. Whito is independent. Nobody pays to be listed, and paying Whito for anything never changes a score, a rank or a verdict. If something here is wrong, email hello@whito.co.uk with the evidence and we will check it.
Common questions
What areas does John Charcol cover?
Confirm the coverage area directly with the business.
Is this listing verified by Whito?
Not yet. This listing is marked Unclaimed: Whito compiled it from public information and the business has not claimed it. Any Companies House or regulator check on this page is dated and stands on its own. When a business claims its listing it is marked Claimed, and Whito marks it Verified only after confirming its identity and a working contact. Whito does not publish invented reviews or star ratings.
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Claim John CharcolThis listing was compiled by Whito from public information, including the business website and, where applicable, the Companies House register. It is not a recommendation or an endorsement. Always carry out your own checks before hiring. If you run this business and want the listing corrected or removed, use the claim link above.
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