Introducer appointed representative
This firm can only introduce you to its principal, and cannot give financial advice, recommend products, or arrange deals alone.
- Appointed for 4 years
- Protected through the principal
- No FCA actions
- Active company since 2021
- Accounts filed up to 31 December 2024
- On its latest accounts it owed £105k more than it owned
Responsible principal firm
ASSURA FINANCIAL LTD Reference number: 795982 View firm →What does this mean?
- An introducer appointed representative can only pass your details to its principal firm. It cannot recommend products, give financial advice, or arrange deals on its own.
- APG Digital Limited (FRN 967161) introduces customers to ASSURA FINANCIAL LTD (FRN 795982). Any regulated advice or arranging is done by the principal, not APG Digital.
- Example: if APG Digital refers you to a financial adviser, the advice should come from the principal firm, not from APG Digital itself.
- Before you proceed, confirm contact details match the official FCA register for both firms. Scammers sometimes clone legitimate AR names and FRNs but use fake phone numbers and websites.
Website, phone number and address
Compare these against whatever you were given. Scammers clone real firm names and reference numbers but use their own phone number and website, so a detail that does not match the register is the clearest warning sign there is.
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No website on the FCA register
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Phone number
-
Address
7 Portman Mews, 3rd Floor Offices, London, W1H 6AY, United Kingdom
In the full report: 2 background checks
- What kind of line 0330 010 0210 is, and the other firm that gives it
- Who else gives the postcode W1H 6AY
Other names (14)
If you were contacted under any of these names, it is this firm.
- Beat Your Broker Trading name: A name it trades under now.
- Compare Cover Trading name: A name it trades under now.
- Consumer Economics Trading name: A name it trades under now.
- Cover Cloud Trading name: A name it trades under now.
- Dad Protect Trading name: A name it trades under now.
- Home Smith Mortgage Trading name: A name it trades under now.
- Mom Protect Trading name: A name it trades under now.
- Mortgage Cloud Trading name: A name it trades under now.
- Mortgage Dad Trading name: A name it trades under now.
- Mortgage Mom Trading name: A name it trades under now.
- Protect for Less Trading name: A name it trades under now.
- Quick Quote Life Trading name: A name it trades under now.
- Quick Quote Mortgage Trading name: A name it trades under now.
- Sure Cover Trading name: A name it trades under now.
FCA permissions and consumer protection
- Protection through the principal firmProtection works through Assura Financial Ltd, the principal firm responsible for this firm's regulated activity. FSCS cover and the Financial Ombudsman Service apply as they would to the principal.
- Complaints Ombudsman, freeYou can refer a complaint about this firm to the Financial Ombudsman Service for free, whichever activity it relates to.
FCA disciplinary action and complaints
No FCA disciplinary action.
The Financial Ombudsman Service only publishes complaint figures for firms with 30 or more new complaints in six months, so there are none here for this firm.
Companies House record
The company behind the firm: its status, age, registered office and directors.
- Company number
- 13604484 (opens Companies House in a new tab)
- Company status
- Active
- Company type
- Private limited company
- Incorporated
- 6 September 2021 (5 years old)
- Registered office
- 86 Gloucester Place, London, W1U 6HP, United Kingdom
- Nature of business
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- Other information technology service activities (SIC 62090)
Directors and company secretaries
| Name | Role | Born | Appointed | Other companies |
|---|---|---|---|---|
| Charles John Donley | Director | Nov 1972 | 6 Sep 2021 | 4 other companies |
Other companies run by its director
A firm is run by people, and their other companies are their track record: what they built, what closed, and anything that failed. It is the check most people never think to make.
- other companies
- 4
- still active
- 4
- are FCA-registered
- 2
In the full report: all 4 companies, named
- What each company does, and whether it is still trading
- Which of its director sits on each board, and since when
- Any that went into liquidation or administration
- The 2 on the FCA register
- All 2 people who have ever been directors, with their dates
Filed accounts and finances
Total equity
−£105k
Up £39.9k from −£145k
Cash at bank
£3,816
+140% from £1,590
Employees (average)
29
−19% from 36
Owed within a year
£114k
−22% from £146k
Total equity is negative: on its last balance sheet the company owed £105k more than it owned.
Total equity
About these figures
- Turnover
- Money taken from sales in the year, before any costs.
- Profit before tax
- What was left after the year’s costs, before corporation tax. A minus figure is a loss.
- Net assets, or total equity
- Everything the company owns minus everything it owes. A minus figure means it owes more than it owns.
- Total assets and total liabilities
- Everything the company owns, and everything it owes, on the last day of the year. The gap between them is its net assets.
- Cash at bank
- Money in the company’s accounts on the last day of the year.
- Owed within a year, owed after a year
- Debts and bills due in the next twelve months, and those due later.
There is no turnover or profit: small companies do not have to publish them.
Accounts filed at Companies House for company 13604484. Every figure is as filed, apart from total assets and total liabilities, which are added up from filed figures. Nothing is estimated.
Key dates in its history
APG Digital’s history from the FCA register and Companies House, newest first.
2022
10 January 2022
- Became an introducer appointed representative
FCA register
2021
6 September 2021
- Incorporated at Companies House
- Assura Protect Limited took control (75–100% of shares)
Companies House
In the full report: all 20 events
- All 20 events in its history (3 shown here)
- Every director appointment and resignation: 3
Firms connected to APG Digital
Other FCA-listed firms that share a director, phone number or address with APG Digital. A link shows who the firm is tied to, not whether either can be trusted.
- connected firms
- 2
- share a director
- 2
- share its phone number
- 1
In the full report: all 2 connected firms, named
- How each is linked: shared directors (2), the same phone number (1), the same postcode (2)
- Who links each one: the named directors, with dates
Firms like APG Digital
Other firms of the same type (insurance broker), nearest first.
In London
Firms are listed by type and location, best known first. Being listed is not a recommendation: check any firm before you deal with it.
Get the full report on APG Digital
Everything on this page, plus everything locked above, in one dated PDF you can keep, file or send on.
- 4 other companies its directors have run, named
- 2 background checks on its contact details
- All 20 events in its history
- 2 connected firms, named, and who links them
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Frequently asked questions about this firm
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Sources and links
- Its entry on the FCA register register.fca.org.uk
- Its Companies House record gov.uk
- Complaints the Financial Ombudsman Service can help with financial-ombudsman.org.uk
- Report a scam to the FCA fca.org.uk