The popularity of family businesses in the mortgage industry
"Buying a home is one of the most significant and emotional milestones in a person's life," Luke says. "In an era of automated chatbots and giant call centres, clients are craving a genuine human connection. Family firms offer three things a corporation can't easily replicate: values-driven service, deep empathy, and continuity.
"Because our family name and reputation are on the line with every mortgage we arrange, the service becomes deeply personal. Our clients appreciate knowing they aren't just a file number, they are being looked after by a team that understands the importance of 'home' firsthand."
Russel stresses that "the best mortgage advice is built on trust, relationships and reputation, and those are all strengths of family-run businesses. Most of the time, we are dealing with families, and we can see they take real comfort from working with a family-run business like ours."
Katherine echoes this, noting that "a family business brings a level of loyalty, continuity and shared values that clients really feel."
"In mortgages, trust is everything. People want to be in safe hands, and family-run firms often have a reputation for stability and genuine care because the business is more than a job."
"It's part of who we are as well," Katherine continues. "I think there's just a natural alignment in how a lot of decisions are made because we’re driven by doing the right thing for the clients and protecting the legacy that we're building.
"It’s about 25 years since I joined the industry, and when I started, everything was very heavily paper-based and slower. I was the girl who used to get the fax!
"Today's expectations are more around advice, compliance and client experience, and rightly so. Obviously, technology has changed at pace, and AI is massively involved now, but the human side of advice is more important. Clients always want clarity, reassurance, and someone who can cut through the noise."
"I think family businesses are very popular because once you have a client, they want to recommend you to their friends and family," Grace adds. "And if they're recommending you to their family, it's nice to be a family because they then have that trust in staying with your business even when the adviser goes."
Amanda agrees that "family firms often bring trust, long-term thinking, and a strong sense of accountability to clients," and Victoria notes that although "it isn’t for the faint-hearted, when you can see the care and love going into the business, you want to be there to take it forward and be part of the next generation.
"If I do say so myself, having the renewed energy and passion from my sister and me on our journeys within the network is delivering a lease of life (along with a lot of other inspiring colleagues) that I think brings a lot of benefits to the future of the business."
Dale also believes that "family businesses work well in the mortgage industry because the sector is built on trust, relationships, long-term service and reputation," adding that "a family business can bring continuity, shared values and a genuine sense of care, not only for clients but also for staff."
"In our family’s case, the benefits include quick decision-making, complementary skills and a shared commitment to moving the businesses forward," says Vic. "My experience, Dale’s commercial and industry knowledge, and Neal’s technology background all bring different strengths.
"It’s also important to us to treat staff as though they are family, which helps create loyalty and a strong culture."
