The Mortgage Mum

The Challenge

The Mortgage Mum had a powerful mission: to lead the UK mortgage industry with education-first, emotionally intelligent advice. With a growing team, expanding services, and increasing visibility across social and media platforms, the brand was entering a pivotal phase. They needed a clear, scalable strategy to bring cohesion across channels, unify messaging, and ensure every piece of content (whether from the founder or the wider team) aligned with their values and business goals.

The Solution

I worked directly with the founder to develop a comprehensive marketing strategy for 2025, addressing both internal alignment and external amplification. This included a deep-dive competitor and audience analysis, brand positioning refinement, and the development of a year-long content plan with clear goals across revenue, reach, and engagement. I introduced defined content pillars, segmented audience personas, and platform-specific approaches for social media, podcasting, PR, and email marketing—ensuring both the founder’s voice and the brand’s authority could scale together.

The strategy also included a cadence plan for implementation, performance benchmarks for key campaigns, and a detailed rollout across internal events, app launches, and product relaunches—including their flagship course offering. By aligning internal operations with audience needs, the plan positioned The Mortgage Mum to move forward with clarity, confidence, and consistency.

The Outcome

The Mortgage Mum left with more than a strategy—they gained a structured, insight-driven plan that links storytelling with revenue goals. The marketing function is now aligned across channels, with clear content pillars, a consistent cadence, and campaign goals that reflect both internal priorities and audience needs. With this framework in place, the team is positioned to scale their impact, deepen trust, and step into 2025 with focus and confidence.

“Amy is passionate, honest, inspired and clear in her guidance and direction. She really spends time getting to know you and your brand, researching the market, and bringing it together with her unique perspective and vision. Alongside this, she really seeks to dive deep into your “why’s” and ensure all aligns beautifully. I loved our sessions, and she held the space brilliantly as we explored the forward motion of my growing business and brand! Thank you!” — Sarah, Owner & CEO.