HLPartnership has been named the winner of Financial Reporter’s Best Marketing – Mortgage Services at the 2025 Mortgage Industry Marketing Awards (MIMA25). The awards recognise excellence in mortgage sector marketing and highlight organisations that demonstrate strategic thinking, creativity and effective support for firms and partners.
Established to celebrate high quality work across the intermediary market, the Mortgage Industry Marketing Awards assess evidenced results, the clarity of a firm’s marketing strategy, the strength of execution and the ability to deliver meaningful impact regardless of organisational size or budget.
HLPartnership secured the award for its strategic approach to marketing and its commitment to delivering responsible, value driven outcomes for the network, its members and partners.
This achievement marks HLPartnership’s third consecutive success at the Mortgage Industry Marketing Awards, following a win in 2023, a Highly Commended recognition in 2024, and this year’s award victory.
Martin (Ken) O’Callaghan, Head of Marketing at HLPartnership, said:
“This award reflects the strategic standards we set for our marketing and the ambition we have for the network. Our work is shaped by a deep understanding of what firms need to grow and operate effectively, and by our commitment to delivering support that creates long term value for partners across the network. It is also a credit to the dedication and expertise of our marketing team, whose work has made this recognition possible. Being recognised at MIMA25 strengthens our belief in this approach and encourages us to continue raising standards for the benefit of our firms and their clients.”
During the ceremony, Andy Shields, director at Barcadia Media, commented on the scale of change across the sector and the growing importance of the marketing function for advisers.
He said:
“We all know we are living through a period of significant transformation. Technology is evolving at a pace none of us have seen before. AI, automation, data, content, platforms, everything is shifting month by month. When the market is complex and information is overwhelming, good marketing becomes essential. It is what helps brokers navigate products, criteria and solutions so they can support their clients with confidence.
“Marketers rarely receive recognition for this, which is why this awards programme exists. It celebrates those who drive creative thinking in what is still perceived as a very traditional sector, and those who turn complex subjects into something human and accessible. This year has been the largest in the history of the MIMAs, with a rise in submissions and innovation across B2B marketing, mortgages, protection and specialist lending. It shows that this part of the market is not just keeping pace with change, it is helping to lead it.”
The award underlines HLPartnership’s commitment to delivering high quality marketing that provides practical value across the network. It marks an important milestone as the business continues to expand the strategic marketing resources available to its firms and partners and support them in delivering strong outcomes for their clients.
Marketing Team: Martin (Ken) O’Callaghan, Ethan Gillett , Tomas Tilyard, Alan Clark
