This time next week, the industry's greatest marketing minds will gather together at The Camden, London, to celebrate finalists and winners of the Mortgage Industry Marketing Awards 2025 (MIMAs), and to recognise the impact of marketing across mortgages and financial services.
Here's what your MIMA25 sponsors had to say about the value of marketing in our industry today:
"It often feels like marketing is the most underrated activity in the industry. It's so important to bring the customer voice to the forefront of business decisions and establish credible education in a noisy market. The impact marketing can have is endless, from deeper audience understanding and stronger relationships to positive outcomes and so much more."
- Gillian McAllister, LendInvest, Rising Star sponsor
"Marketing has a big influence on how people understand and engage with financial services. It can make complicated things feel clear and approachable, which helps clients make decisions with more confidence.
"Beyond that, good marketing brings new ideas into the conversation. It showcases expertise, highlights opportunities, and helps the industry keep evolving. Done well, it’s about creating a stronger, more accessible marketplace for everyone involved."
- Rachel Bartlett, MSP Capital, Diversity, Equality and Inclusion in Marketing
"Marketing is vital and with the increased number of different digital mediums, marketing effectiveness can be clearly defined and measured."
- Paul Hunt, Square 1 Media Limited, Best Product Launch sponsor
"Marketing is essential in mortgages and financial services because it builds trust, drives engagement, and helps customers make informed decisions. It connects brokers and lenders with the right audiences, supports product launches, and enables inclusive, data-driven campaigns that improve customer outcomes and business performance."
- Helen Carter, Barclays UK, Best Market Research & Insights sponsor
"Effective marketing is essential to building trust, educating brokers and borrowers, and connecting people with the right financial solutions. In a complex and competitive market, great marketing helps provide access to necessary products, support customer confidence, and ultimately drive sustainable business growth across the mortgage and financial services industries."
- Haley McPherson, Enra Specialist Finance, Event Manager of the Year sponsor
"Marketing in mortgages and financial services builds trust and understanding in life’s biggest financial decisions. It transforms complex products into clear, relatable stories that boosts confidence among borrowers, and educates market participants on everything we all have to offer. It’s not just about being visible or coming up with a trendy promotion, as marketing delivers financial literacy, inclusion, and long-term customer loyalty."
- Leah Brunskill, Market Financial Solutions, Broker: Marketer of the Year sponsor
"From my perspective, marketing plays a pivotal role in shaping both customer engagement and business growth within the mortgage and financial services sector, particularly for tech-driven companies like ours that are transforming the industry through innovation and digital solutions.
"As a tech company, our marketing strategies focus on educating and empowering brokers showcasing transparency and data-driven insights This establishes trust not only in our brand but in the technology driving our solutions.
"The modern mortgage journey is increasingly digital, and marketing is key to driving adoption of new tools and platforms. Through targeted campaigns, content marketing, and user experience optimisation, we can demonstrate how technology simplifies the mortgage process making it more accessible and less stressful.
"In financial services, strategic partnerships between lenders, brokers, fintechs and other ecosystem players are vital. Marketing plays a critical role in articulating our brand value to potential partners, aligning messaging around shared goals such as customer-centricity, innovation, and compliance.
"Marketing in this space must go beyond traditional outreach. With advanced analytics, automation, and CRM technology, we can personalise engagement based on customer behaviour, financial goals, and life stages. This precision driven approach allows us to improve conversion rates, as well as customer retention and satisfaction, while also feeding valuable insights back into product development and partnership strategies.
"Finally, marketing helps define how technology and innovation are perceived within a traditionally conservative industry. Through thought leadership, content strategy, and industry engagement, marketing is a pivotal and vital part of the financial services industry."
- Jodie Andrews, One Mortgage System, Best Marketing – Mortgage Services sponsor
"The importance is simple: marketing is the voice of the customer. Without marketing, customers will not be understood. The impact is very much an unsung hero."