Mortgage firm enters next phase of growth with tech investment and focus on next generation professionals

A Birmingham-based mortgage and protection firm is entering a new phase of growth after investing in advanced technology and responding to changing attitudes among younger professionals.

The Mortgage Bab, founded by Sutton Coldfield adviser Kelly Ellis (pictured), has expanded its offering in recent months by adopting new AI-driven systems designed to streamline the mortgage and protection process for clients.

The investment allows the business to deliver faster, more tailored advice while reducing the administrative burden often associated with securing mortgages and insurance cover.

Kelly said the move was driven by a desire to make financial advice more accessible and easier to navigate.

“One of the biggest barriers people face when sorting a mortgage or protection is simply how overwhelming it feels,” said Kelly.

“By embracing smarter technology, we’re able to take a lot of that pressure away. It means we can spend less time on paperwork and more time supporting our clients properly, which is exactly how it should be.”

Alongside its investment in technology, the business is also seeing a noticeable shift in conversations with younger clients.

Kelly says more people in their 20s and early 30s are becoming increasingly aware of the importance of protecting their income and lifestyle earlier in their careers.

“We’re speaking to more young professionals who are starting to think differently about their finances,” she added.

“It’s not just about getting on the property ladder anymore, it’s about protecting everything that comes with it.”

According to Kelly, income protection is a key area where awareness is growing, particularly among those building their careers and taking on greater financial responsibility.

“When you’re young, fit and healthy, protection is typically much more cost-effective,” she said.

“But more importantly, it gives you a safety net at a really important stage in your life, when you’re progressing in your career, growing your income, and often committing to bigger financial decisions.”

In recent months, The Mortgage Bab has also been working more closely with other professional firms across the region to engage younger audiences earlier in their financial journeys.

This has included partnering with Birmingham-based law firm Wilkes to support a ‘Next Generation’ event, aimed at helping young professionals better understand key decisions around property and personal protection.

Kelly added: “We regularly meet people who say they wish they’d understood protection earlier.

“By working with businesses like Wilkes, we’re able to start those conversations sooner, at a time when it can make a real difference.”

Kelly's husband, PJ, who recently joined the business to support its next phase of growth, added that building relationships with other local organisations will be a key focus moving forward.

“There’s a real opportunity to work more closely with businesses across Birmingham and the wider region,” said PJ.

“Whether that’s supporting their teams with better understanding of mortgages and protection, or helping employers explore options that benefit their people, such as relevant life cover. It’s about making this kind of advice more accessible and more relevant.”

The Mortgage Bab, which was launched during the Covid-19 lockdown, has built a growing client base across the West Midlands by offering straightforward, jargon-free mortgage and protection advice.

The business supports clients with residential mortgages, remortgaging and buy-to-let, alongside life insurance, critical illness cover and income protection.

Looking ahead, Kelly says the company will continue to invest in both technology and education as it expands its reach.