Geraldine Williams, managing director at Bubble Financial – Mortgage Strategy

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Geraldine Williams, managing director at Bubble Financial – Mortgage Strategy Geraldine Williams, managing director at Bubble Financial – Mortgage Strategy
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Geraldine Williams

When I  set out as a solo self-employed mortgage broker, my focus was simple: to deliver the best possible outcome for every client who walked through the door.

As demand grew, however, I faced the classic dilemma many brokers encounter. How do you scale an advice-led business without losing the personal touch, quality or momentum that got you there in the first place?

Today, I’m proud to lead a team of 16 — a blend of employed and self-employed professionals.

Looking back at this journey, the most impactful driver of our growth hasn’t been a single tech tool or marketing hack. It has been the strength of the ecosystem and support structure around us.

Team structure

Scaling a mortgage business is rarely a solo sport. For me, taking the leap from an individual adviser to building a thriving firm required the right overarching partnership and a deliberate approach to team structure.

Lean into the expertise of your network, foster genuine partnerships with lenders and providers, and invest time in surrounding yourself with a great team

First, having the backing of a strong network has been fundamental. As an appointed representative of Stonebridge, we’ve benefited from an environment that allows us to focus on what we do best, which is advising clients and developing our advisers. We also have robust compliance, technology and business development support in our corner. A great network shouldn’t just be a regulatory umbrella; it should act as a catalyst for growth.

Second, building a hybrid team of employed and self-employed advisers has enabled us to create a flexible, resilient business model. Employed roles provide structured pathways for emerging talent, while self-employed advisers bring entrepreneurial drive and autonomy.

Cultivating a supportive, collaborative culture across both sides of the business ensures everyone feels valued, equipped and aligned with our shared standards.

Lenders and providers

Crucially, this growth wouldn’t be possible without the incredible support from our lenders and provider partners.

The relationship between a growing brokerage and BDMs is vital. When providers take the time to understand our business structure, communicate transparently and support us through complex cases, it enables us to deliver better and faster outcomes for clients.

Having the backing of a strong network has been fundamental

For any broker sitting at a desk on their own, wondering how to take the next step towards expansion, my advice is simple: look at your support structures. You don’t have to build everything from scratch. Lean into the expertise of your network, foster genuine partnerships with lenders and providers, and invest time in surrounding yourself with a great team.

Growth isn’t just about writing more mortgages or insurance policies. It’s about building an environment where brokers, partners and clients all succeed together.


This article featured in the October 2026 edition of Mortgage Strategy.

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Disclaimer: This story is auto-aggregated by a computer program and has not been created or edited by theamericangenie.
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