HLPartnership (HLP) has secured a strategic investment from BetterHome Group (BHG), the largest mortgage distributor in South Africa.
The investment is specifically designed to enhance HLP’s value proposition by providing improved tools, resources, and support to advisers and their customers.
HLP’s established leadership and operational structure will be unchanged.
BetterHome Group holds a 30% share of South Africa’s mortgage market through its two mortgage brands, BetterBond and MortgageMax. It also owns home insurance provider, BetterSure, and is invested in several specialist property businesses, including Fine & Country, RE/MAX, Loom and REDi.
Christopher Tanner (pictured), CEO of HLP, said: “We understand the challenges that advisers face in today’s rapidly changing market. This partnership is about more than just growth — it’s about empowering our advisers to achieve their full potential, using the best tools and support available. While some of these advancements, such as AI-driven lead generation tools, are on the horizon, our focus is on ensuring that these innovations will seamlessly integrate into our existing systems, offering real value as they become available. Together with BetterHome Group, we’re committed to building a future where every adviser can thrive, where their success is our success.
“For advisers, this partnership offers substantial benefits. BetterHome Group’s advanced technology and resources will significantly enhance HLP’s service offerings. The additional capital will allow HLP to attract top talent, further strengthening the network’s support infrastructure for mortgage and protection firms.
“Advisers can look forward to upcoming innovations, such as the rollout of new technologies that deliver a better customer experience, lower-cost lead generation tools which enable advisers to target and nurture new leads and expand their customer databases, and automation tools designed to streamline administrative tasks, freeing up more time to focus on client relationships. This technological edge, coupled with BetterHome Group’s complementary strengths, positions HL Partnership uniquely in the market, providing a distinct competitive advantage.”
Rudi Botha, CEO of BetterHome Group, added: “Our investment in HLP is driven by a shared vision and closely aligned values. We believe in the power of partnership and are committed to equipping HLP with the technology and resources needed to drive growth and innovation. Together, we aim to create a more dynamic and innovative environment for mortgage and protection firms, ensuring their long-term success. HLP is the ideal network for firms that are serious about excelling in this industry.”
