OK, I've looked at the website now!
First impressions - they're registered with the FSA so that's a good start. They don't give advice on the products they're offering, it's entirely down to you to make the decisions.
It must have been a different company a few years ago, as this company was only set up in January this year.
I would say, it's probably got a place in the market, but you need to know what sort of mortgage you want and understand the full details of the KFI they will send you, in other words you've got to be a bit financially savvy.
What the site doesn't do is take into account any of the other circumstances which a financial advisor would - eg. lender's reputation for service and turnaround times, whether a different sort of mortgage would actually suit you better (eg a current account mortgage instead of an offset one), whether there's anything in your situation that particuar lenders don't like (eg time in job, deposit coming from an unusual source, shared ownership, etc) etc etc.
So, I guess I'm saying it depends on your circumstances. Personally I wouldn't - and I'm a mortgage broker!
hth!