Broker on starting his own firm: ‘I wanted long-term clients, not a production line’

This week, Mortgage Introducer is featuring Jamie Alexander (pictured top), mortgage director at Alexander Southwell Mortgages, who turned a career in retail sales and insurance into a 14-year journey as a broker driven by long-term client relationships rather than volume targets.

Based in Southampton, Alexander cut his teeth in a corporate estate agency before a pivotal decision by his employer – stripping brokers of the ability to handle their own remortgages – convinced him to strike out on his own. Since then, he has built a business grounded in trust, clear advice and a strong online presence, while championing a more modern, transparent and technology-enabled homebuying process that genuinely serves today’s better-informed borrowers.

Full name: Jamie Alexander
Job title: Mortgage director
Company: Alexander Southwell Mortgages
Number of years in the industry: 14
Location: Southampton

How and when did you become a mortgage broker?

I became a mortgage broker 14 years ago after starting my working life at Phones4U, which taught me how to sell properly, and then moving into the insurance industry. I eventually joined a corporate estate agency, who supported me through my qualifications and gave me my first real experience of broking.

It was a great grounding, but the turning point came when the company shifted to becoming a new-build specialist and removed our ability to handle our own remortgages. Overnight, the role changed from building relationships to processing volume. I wanted long-term clients, not a production line, so that was the moment I knew I needed to start my own brokerage.

In your opinion, what has been the most positive development in broking?

One of the most positive changes has been the rise of the well-informed client. Buyers today turn up having watched the videos, listened to the podcasts, scrolled the TikToks, and done their research. Far from making our job harder, it actually helps us a great deal. When a client understands the basics and trusts your judgement, the advice becomes a collaborative conversation rather than a one-way explanation. It keeps brokers sharp, sets higher expectations, and pushes the industry to continually improve.

What challenges do you see currently facing the industry, and what solutions would you propose?

One of the biggest challenges facing the industry right now is the complexity and sheer length of the homebuying process in the UK, particularly during the legal and conveyancing stages. Even after a mortgage offer is agreed, clients often find themselves stuck in a holding pattern while searches drag on, solicitors juggle overflowing caseloads, and communication between the various parties becomes inconsistent at best. The result is a process that feels unnecessarily drawn out and, in some cases, fragile. Buyers and sellers are left in limbo, chains become strained, and the risk of a transaction collapsing rises with every passing week.

There are signs of progress, though. Government and industry bodies have started to acknowledge that the homebuying journey needs modernising, and the push towards streamlining the legal side is long overdue. Digital ID checks, improved data sharing, upfront property information, and more integrated systems between lenders and solicitors all have the potential to transform the experience.

These are not small tweaks; they are the kind of changes that could genuinely shorten timeframes and give clients a smoother, more transparent journey. As brokers, we can support this shift by setting honest expectations from the outset, staying closely connected with solicitors and estate agents, and championing technology that actually improves efficiency. Real progress will require everyone in the process to pull in the same direction, but if these reforms are delivered properly, the industry could see a much-needed boost in both speed and confidence.

On the brokerage side, the answer lies in embracing technology properly. This is not about collecting software for the sake of it; it is about using tools that genuinely reduce administrative work, streamline data entry, and automate repetitive tasks. When brokers free up time, they can focus on what clients actually value, which is clear, personalised advice that cuts through the noise.

Can you share a memorable or challenging experience from your career and the lessons you gained?

A defining moment was when my former employer removed our ability to handle remortgages. That decision changed the direction of my entire career. Walking away meant giving up an income that far exceeded anything I could earn on my own at the time, but I wanted to build meaningful relationships, not process transactions. I took the leap and went solo, and 11 months later, COVID arrived. The timing could not have been worse, but it forced me to adapt quickly.

I focused heavily on learning website building and SEO so I could attract clients organically rather than relying on paid leads or referrals. It was one of the best decisions I ever made. Creating a strong online presence meant clients came directly to me. I did not have to outsource expensive marketing or compete on price. Instead, I built something sustainable and authentic to the values I started with. The lesson was simple: when the environment no longer aligns with your values, change the environment and trust your ability to rebuild.

Could you share any valuable advice for individuals aspiring to become brokers or those new to broking?

I see many new brokers going straight into self-employment and I genuinely do not understand it. My early years in an employed role were some of the most valuable of my career. Being surrounded by experienced advisers allowed me to learn the trade properly, understand the mistakes before making them, and build the confidence needed to advise clients responsibly. Even now, after 14 years, I am still learning something new every week.

Consistency has been the biggest driver of my success, along with staying sensible in my own financial life. When you are personally stable, you can give calm, balanced advice to clients without feeling pressured. If you take your time to learn the foundations, stay patient, and focus on mastering the craft rather than chasing quick wins, you will build a much stronger long-term career.

Broker in Focus is a weekly Mortgage Introducer feature, spotlighting mortgage brokers from diverse backgrounds and locations across the UK. Among those recently featured are Dave Hill of The Money Partnership, Neil Mulhern of Echo Finance, Michelle Lawson of Lawson Financial, Matt Thomas of First Financial Solutions, John Carter of Abode Mortgages, Bobby Lumsden of RML Financial Management, George Christou of Bournemouth Mortgages, Amit Patel of Trinity Finance, and Paul Came of The Mortgage Plan.