Broking journey – ‘challenging, but incredibly rewarding’

This week, Mortgage Introducer is featuring Geraldine Williams (pictured top), director and founder of Bubble Financial, who became a broker in 2013 after working for major banks in mortgage-related roles. Drawing on a journey that began at Barclays in 1997 and took in Lehman Brothers and Santander along the way, Williams has built a brokerage from a tiny garden office into a firm she’s proud to call her own – all while raising two young children.

Passionate about personalised advice, mental health, inclusion and the smart use of technology, she sees today’s dynamic mortgage market as full of opportunity for brokers willing to stay curious, resilient and client-focused.

Full name: Geraldine Williams
Job title: Director and founder
Company: Bubble Financial
Number of years in the industry: 27
Location: Staffordshire

How and when did you become a mortgage broker?

I became a mortgage broker in 2013, after returning to work following a few years looking after my two little ones. My journey actually started way back in 1997 when I joined Barclays, and I got my first mortgage role with Santander as an underwriter in 1999. I moved through specialist lending, underwriting, BDM roles, and key account management, so I had a really solid grounding in finance and mortgages.

Life threw me a few curveballs along the way. I was made redundant from Lehman Brothers in 2008 while pregnant with my daughter, had just got married (now divorcing) and had moved from Coventry to a little village in Leicestershire called Burbage. Returning to work in 2012 was challenging; lenders weren’t hiring for underwriting or BDM roles and I had two children under four at the time.

So, I decided to sit my CeMAP exams and passed all three in quick succession. I got my first brokerage experience working with a mentor (who is still one of my good friends today) who taught me the ropes and eventually, after a brief stint elsewhere, I set up on my own after meeting Richard Adams from Stonebridge.

Here I am, almost 11 years later, still loving every minute of it. It’s been an incredible journey, and now Bubble is on an exciting new adventure with Webbs Estate Agents, so the story keeps evolving.

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

For me, one of the most exciting things is how personalised the industry has become. Each client has their own unique situation, and many come to brokers because their cases aren’t straightforward. I love that we can really dig in, find solutions, and tailor advice that works for them – it’s what makes this job so rewarding.

On top of that, we’re seeing more bespoke underwriting options with competitive rates, and interest rates are actually starting to come down, which is a huge positive for clients. There are also new lenders entering the market, bringing fresh ideas and products, so there’s lots to be excited about. Coupled with all the tech advancements and the increased focus on mental health and inclusion, it really feels like a dynamic, supportive, and innovative time to be in broking.

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

Like any industry, broking has its challenges. Rising interest rates, tighter lending rules, and complex client situations can make securing the right loan tricky. But that’s exactly where brokers shine. We help clients navigate the complexity, find bespoke solutions, and make the process as smooth as possible.

Solutions? Staying educated, leveraging technology to streamline processes, and keeping the human touch are key. Building strong relationships with lenders and providers means we can offer creative, client-focused solutions even in tricky circumstances. Challenges are just opportunities to show our value, and I love that about this industry.

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

One of the biggest challenges, and also one of the most rewarding experiences, was setting up on my own. I started out from a tiny office at the top of my garden, with two small children and being the main carer. Honestly, there were sleepless nights and moments of doubt – could I really make this work?

But it turned out to be the best decision I ever made. I got to work around my kids while doing something I truly love, meeting new people, and slowly building a brokerage from scratch with no client bank. It was tough, no doubt, but I made it work and now I have a brokerage I’m genuinely proud of. The lesson? Trust yourself, stay persistent, and don’t be afraid to take the leap – sometimes the scariest decisions turn out to be the most rewarding.

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

My advice would be to trust yourself and embrace the journey – it’s challenging, but incredibly rewarding. Really take the time to understand each client’s unique situation, because that’s where you make the biggest difference. Stay curious, keep learning, and don’t be afraid to take calculated risks, just like I did when I set up my own brokerage with two small children.

Also, bring your personality to the role – warmth, empathy, and a bit of humour go a long way. Clients remember how you make them feel, not just the advice you give. Finally, be persistent and patient; success in broking doesn’t happen overnight, but with passion and dedication, you can build something truly special.

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 Lauren Wilson of Portway Finance, Jamie Alexander of Alexander Southwell Mortgages, 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, and George Christou of Bournemouth Mortgages.