Mortgage Brain has completed the acquisition of criteria-based sourcing solution, Criteria Hub.

The mortgage technology expert says the purchase further cements its position as one of the few providers to offer advisers a true end-to-end mortgage process – from lead generation and customer engagement through advice to mortgage submission and completion.

Through Criteria Hub’s technology, advisers can quickly and efficiently match the needs of the customer with those of the lenders.

The platform’s capability has become important to advisers, with products more complex and increasing in number.

Over 3,000 advisers actively use the platform, including Countrywide, John Charcol, Mortgage Force, Openwork, Tenet, TMA and numerous smaller firms.

As well as offering an efficient service to advisers, Criteria Hub also provides details of the criteria used by advisers to lenders, enabling them to design and fine tune products to better meet the needs of customers.

“We are absolutely delighted to welcome Criteria Hub to the Mortgage Brain family,” Mark Lofthouse, chief executive officer of Mortgage Brain, commented.

“Over the last four years, Criteria Hub has impressed many, including us, with its innovative technology and so we are thrilled and very much looking forward to coupling its platform with our own market leading systems.”

He said that by bringing both technology providers together, Mortgage Brain can establish the best and broadest sourcing capability available.

Jason Hegarty, co-founder of Criteria Hub, added: “We’ve always had a very clear vision of how the Criteria Hub platform will grow and evolve around our users and with Mortgage Brain we’ve found a partner that shares our core values and vision.”

Mortgage Brain has already begun the integration of Criteria Hub with its online and offline sourcing systems, point-of-sale, CRM and compliance system and The Key, with further initiatives to be announced over the coming months.