Linx FS has formed a strategic alliance with packager and specialist distributor, Complete Mortgage & Loan Services Ltd.

The two brands presented their individual propositions to over 100 brokers and providers at the St Mary’s Football stadium in Southampton.

Directors Tony Salentino, Phil Jay and Bob Hope and staff will be based out of Complete’s South Coast head office. Both brands will combine to share resources whilst working to maintain their individual brand philosophies throughout the mortgage and financial services market.

At the conference both companies also presented their new branding and marketing plans which includes the free consumer-facing website for intermediaries called Shoebox.

Linx FS is a hybrid financial services supermarket proposition providing mortgage brokers with the technology to introduce mortgage, insurance, investment and other financial service products direct to their customer. In turn the client receives a free financial toolkit providing up to date valuations on their investments, a document storage system and price comparison site.

Phil Jay, director at Linx FS, said: “This is an alliance that makes perfect sense for both companies as we share the same passion and drive for the intermediary market. This is a significant step for us both and signifies the start of our growth plans for 2010. We aim to utilise our combined resources to ensure that brokers are in a position to truly enhance their worth to their clients and ensure that all additional revenue streams are fully utilised. We believe our expertise