The two brands presented their individual propositions to an audience of over 100 brokers and providers at the St Mary’s Football stadium in Southampton.
The strategic partnership will see both brands combine to share resources whilst working to maintain their individual brand philosophies throughout the mortgage and financial services market.
The directors - Tony Salentino, Phil Jay and Bob Hope - and staff will be based out of Complete’s Head Office on the South Coast.
With their combined resources, experience and technology they will be able to offer an even stronger and more diverse proposition to the intermediary market creating more income streams for advisers to tap into.
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, experience and unique technology will enable brokers to get closer to their clients and satisfy all their financial requirements.”
Tony Salentino, CEO at Complete Mortgages & Loan Services Ltd, added: "I’ve worked closely with the guys behind Linx FS for many years and I’m very confident that by combining our many years of experience in the financial services industry we’ll be able to offer a unique and exciting proposition to advisers.
"We will continue to work closely with our network partners and maintain our strong working relationship.
"The packaging and specialist arena remains a tough environment but there are some positive signs emanating for the intermediary market and this alliance will continue to drive both firms forward into 2010."
