The consultancy will work with specialist finance firms on an audit, fractional, project or interim basis, helping leadership teams understand the impact of marketing activity, introducer behaviour and pipeline data to completed lending outcomes.

The consultancy will offer services including introducer growth strategy, marketing and sales alignment, commercial MI frameworks and interim leadership support.

There are also plans in place to help new lenders get off the ground with basic IT infrastructure and CRM implementation, along with GTM strategies for lenders diversifying into other products.

Alex said the idea for the consultancy came after observing a recurring challenge across the specialist lending sector.

“Many lenders are investing heavily in marketing and introducer relationships, but the connection between activity, pipeline progression and completions is not always clear.

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“Growth problems are often assumed to be marketing issues, when in reality they are alignment issues between introducer strategy, marketing execution, sales operations and commercial MI.”

Alex has previously worked within insurance, brokerages and specialist lenders, including holding marketing manager roles at Lendco and Market Financial Solutions.

He explained that these experiences highlighted how often firms already have the ingredients for growth but lack the infrastructure to find clarity about what is working.

“Most lenders don’t lack activity, they lack visibility,” suggested Alex.

“Marketing teams are running campaigns and often celebrating vanity metrics, sales teams are busy but have no idea where the leads are coming from, and introducers are sending deals — but the commercial impact of those activities is not always easy to see.

“When businesses align introducer strategy, marketing activity and commercial reporting, growth becomes much more predictable.”