As online creators flood the housing market, brokers must rethink how they assess fast-moving digital incomes
From Fortnite streamers and Instagram cleaners to adult-content creators with million-pound portfolios, the rise of the digital self-employed is forcing mortgage brokers to navigate new terrain. For Graham Taylor, founder of Hudson Rose, adapting to creator clients isn’t about moral debates or market fads, it’s about understanding a business model that’s here to stay.
Beyond the payslip: understanding volatile digital incomes
“YouTubers, Twitch streamers, influencers - these are real businesses,” Taylor said. “But they challenge traditional underwriting.”
The difficulty, he explained, lies in both the pace of change and the diversity of revenue sources. A creator might jump from £30,000 in income one year to £120,000 the next. “It snowballs quickly, and underwriters can struggle with that. They want to see longevity, not sudden spikes.”
That income, too, rarely comes from a single stream. “We’ve arranged a mortgage for a multimillion-pound YouTuber whose income includes YouTube ad revenue, brand deals, Instagram posts, and overseas partnerships,” Taylor said. “The money is there, but it takes real due diligence to explain how it works.”
With reputational concerns still lingering, particularly around adult content platforms like OnlyFans, Taylor said lenders can vary widely in their willingness to engage. “Some lenders say, ‘Yeah, no problem.’ Others just don’t want it. That’s where brokers play a key role.”
Content creators as entertainers, not anomalies
Taylor likens creators to entertainers or athletes: careers that may be short, lucrative, and reputation-sensitive. “If a footballer breaks a leg, their career can be over. Same with creators, one mistake and it can end overnight,” he said.
Yet, the spectrum is broad. From 20-something gamers to fashion influencers in their 60s, Taylor’s client base spans niches and age groups. “We’ve got clients who clean their houses on Instagram and have a million followers. Others are fully structured, with business managers and accountants. It’s a serious ecosystem.”
Some lenders remain cautious about borrowers from platforms like OnlyFans, often due to reputational concerns. But Taylor questioned whether morality should play a role in lending decisions when the income is legal and fully declared. “I think when you're dealing with lenders that invest in weapons and tobacco and whatever else, I don't think they [should] have a moral judgment,” he said.
Internally, he encourages respectful, values-led flexibility. “If someone on my team isn’t comfortable handling a case, that’s fine. But we never make a client feel judged.”
Changing how brokers present creator clients
The key, Taylor said, is for brokers to frame these cases as what they are: legitimate businesses. “Underwriters want to lend. They just need to get comfortable,” he said. “We do a lot of work before even submitting a DIP. It’s about presenting the whole picture clearly.”
This includes management accounts, letters from accountants, and open communication with business development managers. “Highlight the client’s structure, the trajectory, the consistency,” Taylor said. “But also know which lenders just won’t go there. It saves everyone time.”
He believes some lenders are being overly cautious and missing a growth segment. “These are young, high-earning clients looking to get on the property ladder early. Private banks are paying attention, they want these clients to bank with them.”
An evolving market, not a niche trend
As the creator economy expands, Taylor expects more lenders to adapt. “This industry is still young, maybe a decade old. But it’s growing fast. Ten years ago, no one took crypto deposits. Now they do.”
He also sees opportunity beyond those in front of the camera. “Editors, producers, visual effects freelancers, they’re all part of this space,” he said. “Freelancing itself is becoming more accepted, and creator lending will rise alongside it.”
Many of these clients operate outside traditional work structures, but that doesn’t make them any less professional. As Taylor noted, some have business managers, established income streams, and dedicated accountants. For brokers, understanding how these clients earn and manage their money could be a meaningful advantage in a market that’s only set to grow.
