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The Mortgage Strategy Awards 2026 return with a renewed focus and a refreshed line-up of categories, reflecting the evolution of the UK mortgage and protection markets.

This year’s programme celebrates mainstream lending, protection, and building societies, recognising the innovation, collaboration, and leadership shaping the core of the industry today. Alongside returning favourites, we’ve introduced new categories that capture the changing dynamics of the market, the rise of technology, and the growing emphasis on customer experience and sustainable growth.

Before submitting your entry, please ensure you read the Entry Process, Rules and Guidelines and Entry FAQs before getting started.

Each stage of the Awards entry process is completely free.

The eligibility period for the Mortgage Strategy Awards 2026 covers work or achievements taking place between 1 January 2025 and 31 December 2025 .

If you have any questions or need more information, please contact Megan Trappitt  on +44 (0) 203 953 2357 or at  megan.trappitt@emap.com.

Self-nominations deadline: 11:55 pm, Tuesday 11 November


To jump to your chosen category section, click below:

Broker |  Distributor |  Lender | Individual

Broker Categories 

Which firm has continued to expand and show improvement in its buy-to-let operation, from both an advice and a customer service point of view?

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Best Broker for Buy-to-Let

Submissions should be completed by an internal senior staff member working directly in the sector.

Firms should demonstrate:

  1. Expertise as an adviser in the buy-to-let space
  2. A proven record of successfully navigating regulatory changes
  3. Enhancements to the business to improve both customer and staff experiences
  4. Commitment to TCF

Which firm demonstrated the strongest focus on client retention last year? Who successfully built lifetime value through repeat business, ongoing communication, proactive customer care and long-term client relationships?
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Best Broker for Customer Retention

Submissions should be completed by an internal senior staff member working directly in the sector.

Firms should demonstrate:

  1. A structured customer retention strategy
  2. Clear evidence of repeat business and re-engagement 
  3. Use of technology or communications to maintain client relationships 
  4. Customer service excellence and post-completion care
  5. Business growth directly attributable to retention efforts

Which firm excelled at either integrating technology into its everyday business, developing its existing technology, or both? How did it make use of social media and other online initiatives?
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Best Broker for Digital Innovation

Submissions should be completed by an internal senior staff member working directly in the sector. Firms should demonstrate:

  1. Successful implementation of a digital solution that benefits the business and the client
  2. Metrics to support the above stipulation
  3. Use of social media

Which firm gave a top-quality performance in protection advice and conversion rates during the eligibility period, ensuring appropriate cover for customers and demonstrating passion for this area?
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Best Broker for Protection

Submissions should be completed by an internal senior staff member working directly in the sector.

Firms should demonstrate:

  1. Expertise as an adviser in the mortgage protection space
  2. Evidence of improvements to services and systems
  3. A clear focus on what is best for the customer

Which small firm stood out last year by improving its advice offering, navigating market change and delivering the best customer service?
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Best Mortgage Broker (fewer than eight advisers)

Submissions should be completed by an internal senior staff member working directly in the sector.

Firms should demonstrate:

  1. Expertise as a mortgage adviser
  2. Growth and innovation within scope
  3. An offering that differs from those of other brokers

Which firm, with eight to 50 advisers, improved all elements of its business during the eligibility period, demonstrating growth, innovation and excellent customer service?
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Best Mortgage Broker (eight to 50 advisers)

Submissions should be completed by an internal senior staff member working directly in the sector.

Firms should demonstrate:

  1. Knowledge, and the ability to provide mortgage advice, on a range of areas
  2. Business growth and investment to the benefit of staff and customers
  3. A significant contribution to the industry

Which firm, with more than 50 advisers, improved all elements of its business last year? Who demonstrated growth, innovation and excellent customer service?
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Best Mortgage Broker (more than 50 advisers)

Submissions should be completed by an internal senior staff member working directly in the sector.

Firms should demonstrate:

  1. Knowledge, and the ability to provide mortgage advice, on a range of areas
  2. Business growth and investment to the benefit of staff and customers
  3. A significant contribution to the industry

Which newly established broker firm (founded on or after 1 January 2023) has shown the most promise, professionalism and progress in its early years? This category is for new firms making an impact on the market through equally strong advice, service standards and business development.
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Best New Broker (under three years)

Submissions should be completed by an internal senior staff member working directly in the sector.

Firms should demonstrate:

  1. Date of establishment (1 January 2023 or later) 
  2. Strong early performance across advice, service and growth 
  3. Evidence of innovation or differentiation
  4. Culture, values and a client-first approach
  5. Plans for future development and scale

Which firm excelled at improving diversity and inclusion (D&I) last year, both internally and across the industry?
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Diversity & Inclusion Broker Champion

Submissions be completed by an internal senior staff member working directly in the sector. Firms should demonstrate:

  1. Internal training and education for brokers
  2. Understanding of issues come communities face in relation to mortgage applications
  3. Provision of an inclusive workplace where all are welcome and equal
  4. Efforts to improve and promote D&I in the industry

Distributor Categories 

Which mortgage club has provided the best overall proposition to your DA firm during the eligibility period?
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Best Mortgage Club

Submissions should be completed by an internal senior staff member working directly in the sector.

Firms should demonstrate:

  1. Adding value, information and education for members
  2. An honest, open approach, putting members first
  3. Efforts to improve processes and experiences in the industry

Which network has done the most to expand sales, improve communication and enhance its proposition for both ARs and lender partners?
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Best Network

Submissions should be completed by an internal senior staff member working directly in the sector.

Firms should demonstrate:

  1. Growth during the eligibility period, with plans to improve further 
  2. Adding value to ARs and lenders
  3. Providing value-added services
  4. Efforts to overcome challenges in the sector
  5. Offering something different to members

Lender Categories 

This category covers both telephone BDMs and those on the road. It takes account of a team’s entire performance in its support of brokers. Which lender's BDM team provided outstanding service during the eligibility period?
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Best BDM Team

Submissions should be completed by an internal senior staff member working directly in the sector.

Teams should demonstrate:

  1. Expertise across the mortgage industry
  2. Consistent production of fast, reliable and clear responses to queries
  3. High service levels and availability
  4. Demonstrable training provided by the lender

Which building society provided the strongest intermediary proposition last year? From product innovation to relationship management, who has supported brokers and demonstrated a long-term commitment to the intermediary market?
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Best Building Society for Intermediary Lending

Submissions should be completed by an internal senior staff member working directly in the sector.

Firms should demonstrate:

  1. A competitive and relevant product range
  2. Investment in broker relationships and support teams
  3. Commitment to service and communication
  4. Innovation in criteria or underwriting 
  5. A differentiated and broker-centric proposition

The large-loan market is an important area for many brokers. Which large-loan lender best understood this space - as demonstrated through its products and services - and went the extra mile?

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Best Large Loan Lender

Submissions should be completed by an internal senior staff member working directly in the sector.

Firms should demonstrate:

  1. A product line uniquely suited to this lending type
  2. Dedication to the client, evident at every step of the mortgage application process
  3. Unparalleled service
  4. Commitment to TCF

Which lender excelled in its use of technology during the eligibility period? How did it streamline its application processes and improve its digital offering?

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    Best Lender for Technology

    Submissions should be completed by an internal senior staff member working directly in the sector.

    Teams should demonstrate:

    1. Use of desktop valuations
    2. Speeding up and simplifying all stages of the mortgage process
    3. Offering digital rather than paper options
    4. Provision of the same high level of service by remote workers

    Which lender introduced the most impactful innovation for intermediaries? This could relate to product design, process improvement, technology or service delivery that has materially benefited brokers and their clients.
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    Best Lender Innovation

    Submissions should be completed by an internal senior staff member working directly in the sector.

    Firms should demonstrate:

    1. Clear explanation of the innovation 
    2. Measurable impact on broker experience or customer outcomes 
    3. Broker or market feedback on its effectiveness
    4. Evidence of original thinking and problem solving
    5. Potential for long-term industry benefit

    Which mainstream buy-to-let lender showed consistency in delivery of its service during the eligibility period, through products, underwriter contact and intuitive systems? Who has shown innovation and provided the best service to you and your landlord clients during this time?
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    Best Mainstream Buy-to-Let Lender

    Submissions should be completed by an internal senior staff member working directly in the sector.

    Firms should demonstrate:

    1. Service that goes beyond expectations
    2. A regular stream of innovative and genuinely useful products
    3. Clear communication and updates on cases
    4. Commitment to TCF

    Which lender excelled and unquestionably led the market last year, taking service, products and all-round intermediary proposition into account?

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    Submissions should be completed by an internal senior staff member working directly in the sector.

    Firms should demonstrate:

    1. A well-rounded variety of products, at competitive rates
    2. Evidence of a customer-focused ethos at all business levels
    3. Superior intermediary support
    4. Speed of response to broker queries

    Which protection provider delivered outstanding support to brokers and customers? Who led the way in innovation, service and training, and in raising awareness of protection within the mortgage market?
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    Best Protection Provider

    Submissions should be completed by an internal senior staff member working directly in the sector.

    Firms should demonstrate:

    1. Product innovation and service improvements 
    2. A clear and consistent support proposition for brokers
    3. Evidence of increased awareness or uptake of protection 
    4. Contribution to education and training for advisers
    5. Commitment to customer care and long-term value

    Individual Performance Awards 

    Please submit all nominations for the Individual Performance Awards here. 

    For further questions please contact Megan Trapitt on +44 (0) 203 953 2357 or at megan.trappitt@emap.com.

    Who stands out for having made a significant and positive impact during the eligibility period? Did they share useful insights in the media? Did they start an initiative to help their colleagues or the entire industry? Or are they generally a ‘good egg’ who is great to be around? Nominate them for the recognition they deserve.

    If you are interested in entering, please submit your nomination here.
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    Who is a respected pillar of the industry, widely admired for their knowledge, expertise and initiative, and for their support of colleagues, both experienced and new to financial services? Whose contribution to the profession deserves recognition - from industry peers - with the prestigious Mortgage Strategy Outstanding Contribution Award?

    If you are interested in entering, please submit your nomination here.
    This item is not available

    Submit your self-nomination before the time runs out...