From a brand-new business with big ambitions to a clear voice in the later-life mortgage market
How Richard Martin and Lesley Jones took New Era Mortgages from a standing start to a business with a defined value proposition, sharper messaging, and the confidence to speak directly to the over-50s clients it was built to serve.
A young business entering a specific, underserved niche from scratch
A clear identity and ideal client profile built for the later-life market
A stronger, more confident presence ready to attract the right clients
“Big Ambitions gave us the opportunity to step back and work on the business rather than just in it. The coaching and support helped us refine our plans, focus on our priorities, and gain confidence in our direction. We came away with practical ideas that continue to benefit New Era Mortgages today.” Lesley Jones, Director, New Era Mortgages
A new business built around an underserved generation
New Era Mortgages is a mortgage advisory service helping clients navigate key life stages, with a particular focus on the later-life, over-50s market, a group that is often underserved by mainstream providers, and one that benefits enormously from trusted, personalised guidance through major financial decisions.
Richard Martin and Lesley Jones launched the business in June 2024 with a clear ambition but, as a brand-new venture, no established brand presence. They knew the market they wanted to serve; the challenge was building the identity, message and approach to reach it.
“As we worked through the Big Ambitions programme, we spent time examining our experience, strengths and the types of clients we most enjoyed helping. A common theme quickly emerged: people aged 50 and over who often found that mainstream mortgage advice didn’t fully address their needs and circumstances.
That realisation was a defining moment. We recognised that the later life lending market wasn’t simply a niche for us; it was an area where we could use our knowledge and experience to make a meaningful difference to people’s lives.
The clarity that came from identifying our target market gave us renewed confidence and purpose. Rather than trying to appeal to everyone, we were able to build a business centred around the needs of the over‑50s market and develop a clear vision for the future.”
Lesley Jones, Director, New Era MortgagesA clear ambition, a specific niche, and a blank page to build from
Richard and Lesley had identified something genuinely valuable: a niche within mortgage advice that mainstream providers often overlook, serving people over 50 as they navigate some of the biggest financial decisions of their lives.
But starting from scratch meant starting from scratch in every sense. There was no established brand, no defined value proposition, and no clear answer yet to the question every new business has to face: what makes us different, and how do we say that in a way the right people will hear?
Building a clear identity, message and marketing approach from day one
Working closely with adviser Mark Vaesen, Richard and Lesley went through a structured process to turn their ambition into a clear, ready-to-use foundation for marketing the business.
A defined value proposition and ideal client profile
A structured process to clarify exactly what makes New Era Mortgages different, and exactly who it’s for.
Clear messaging and a marketing strategy outline
Developed core messaging themes and an outline marketing strategy aimed squarely at the later-life mortgage market.
A stronger website and presentation materials
A detailed website critique, plus practical input on social media content and networking presentations.
Starting from scratch doesn’t mean starting without clarity.
Digital Islands helps independent businesses define their value proposition, sharpen their messaging, and build a marketing approach that reaches the right people from day one.
A young business now equipped to grow with clarity and confidence
New Era Mortgages now has a clearly defined value proposition and marketing strategy aimed squarely at the later-life mortgage market. Richard and Lesley communicate with greater clarity and confidence, both at networking events and in everyday client conversations, and have improved their website and presentation materials to better reflect the brand and the audience it serves.
They’re now well placed to build the kind of professional partnerships (with solicitors, accountants and others) that will help drive referrals and steady growth in the years ahead.
A clear identity
A defined value proposition and ideal client profile built specifically around the later-life market.
Confident communication
Greater clarity and confidence speaking with clients and at networking events.
A stronger first impression
An improved website and presentation materials that better reflect the brand and its audience.
Launching something new and want to start with real clarity?
Digital Islands helps new and growing businesses define their value proposition, sharpen their messaging, and build the digital presence to match. Book a call if you are ready to talk, or join the waiting list for launch updates.