About itsadecline

itsadecline is a UK lead generation service operated by Kaizen Finance Ltd. We help homeowners whose mortgage applications have been declined by high-street banks find specialist lenders whose criteria actually match their circumstances.

What we do

A declined mortgage is rarely a dead end. In the UK, most "declines" from mainstream banks come from rigid automated criteria — not from anything fundamentally wrong with the applicant or the property. Specialist lenders exist precisely to underwrite the cases that mainstream banks will not.

We take declined cases — whether the issue is adverse credit, CCJs, self-employed income, non-standard property, deposit source, or affordability — and route them to specialist lenders on our panel. Every lender we work with is authorised and regulated by the Financial Conduct Authority. All lending decisions are theirs, not ours.

What we are not

itsadecline is a lead generation service. We are not a lender. We do not give regulated mortgage advice, and we are not authorised by the Financial Conduct Authority in our own right. We introduce cases to FCA-authorised specialist lenders and brokers, who handle the regulated activity of recommending and arranging mortgage products.

If you need regulated mortgage advice, the lender or broker we introduce you to will provide it under their own FCA authorisation.

The company

itsadecline.com is operated by Kaizen Finance Ltd, a company registered in England and Wales. The registered office is 3rd Floor, 86-90 Paul Street, London, EC2A 4NE. Company details can be verified on the Companies House public register.

How we are paid

We charge applicants a £295 application fee when they choose to proceed after an initial review. This covers the cost of processing the case and matching it with the appropriate lender. We may also receive introduction fees from the lender when a case completes. These commercial arrangements are disclosed before you pay anything. We do not add costs to your loan.

Why a specialist route works

High-street banks decline about one in three self-employed applications, one in four applicants with any adverse credit, and a meaningful share of property types they consider non-standard (short lease flats, ex-local-authority builds, concrete construction). Specialist lenders exist to underwrite exactly these cases. The missing piece is usually the match — getting the right case in front of the right lender so the decision is made on the actual circumstances, not on an algorithm's default reject.

That match is what we do.