The Challenge
After working together on her personal brand, award-winning mortgage broker Sonya Matharu returned with a new ambition: to launch her own mortgage firm. With years of experience under her belt and a loyal audience already in place, this wasn’t a fresh start—more of a natural evolution. However, moving from individual founder-led content to a company-wide brand came with new complexities, and she needed strategic marketing support to turn her vision into something tangible.
Sonya’s vision was to create a firm that felt as approachable, transparent, and values-led as the reputation she’d become known for while scaling her message, operations, and reputation to support long-term growth. Sonya was building something from the ground up and needed a strategic partner she could trust to get it right, from refining the brand’s positioning to building the infrastructure to support it. This meant developing support across every touchpoint: brand messaging, internal policies, marketing systems, operational procedures, and external collateral.
The Solution
As her fractional CMO, I supported the business through every stage of its launch. Together, we defined the brand’s positioning and messaging, built out essential operational documents and onboarding materials, and created a suite of external-facing assets that reflected the firm’s tone, values, and professionalism. I wrote the full website, developed strategic social content for launch, and built a bank of branded materials to ensure consistency from day one. Alongside this, I supported PR efforts, securing national and industry-wide coverage through features and commentary placements in publications including The Times, Mortgage Solutions, The Independent, Mortgage Introducer, and The Intermediary.
The Outcome
The launch of The Mortgage Atelier built naturally on Sonya’s reputation, giving her a clear, consistent, and credible voice in the market. With strong systems behind the scenes, a clear message, and national media backing her, the brand felt less like a leap and more like a natural next step. Marketing is now fully part of the business, helping drive steady growth, keeping the brand visible, and building a platform for long-term impact as the firm continues to grow and evolve.
“From the very beginning, Amy just got it. She took the time to truly understand me, my vision, and what I wanted to build and then helped turn it into something real. She brought clarity to my ideas, crafted a brand that felt like a natural extension of who I am, and created everything we needed to launch with impact, from the copy for my website and marketing materials to the operational foundations of the business. Amy’s strategic support has been invaluable, from shaping the brand voice to securing national press that positioned us exactly where we needed to be. Thanks to her, we didn’t just launch, we entered the market with authority, credibility, and real momentum. Working with Amy has been one of the best decisions I could have made, and I’m excited for many more years of her support ahead.” — Sonya, Founder.
