Pam Stockdale’s mortgage business has a clear philosophy – people buy from people and trust remains the most valuable currency within financial services.

She founded Uttoxeter-based Zeal Mortgages and Protection Services in 2019 after a financial services career that has included working at the likes of Britannia and Reeds Rains.

She now has clients nationally. Over the last year, Zeal Mortgages has experienced continued market growth, achieving an estimated 10% year-on-year increase in business alongside expansion of its visibility and customer reach.

Pam has embraced modern methods of communication and engagement that differentiate it from traditional mortgage advisers.

She said: “One of Zeal’s greatest strengths is its ability to humanise what can often be an intimidating and stressful process.

“Mortgages are one of the biggest financial commitments people will ever make, yet many consumers still find the industry overly corporate, transactional and difficult to understand. Zeal has intentionally challenged that perception.”

Through consistent use of video marketing, educational content and multi-platform social media engagement, Zeal has adapted its marketing strategy to reflect changing customer behaviour and expectations. Rather than relying solely on traditional advertising methods, the business has focused on visibility, authenticity and trust-building.

Zeal has intentionally positioned itself differently within what is traditionally seen as a corporate and often dry industry. Through creative and engaging content across LinkedIn, Facebook, Instagram and TikTok, the business has made mortgage advice more accessible, relatable and less intimidating for a younger audience, particularly first-time buyers.

Alongside growth in visibility and reputation, Zeal has also continued to broaden its service offering and market reach. The business supports clients across first-time buyer mortgages, remortgages, buy-to-let, moving home and protection services, ensuring customers can access joined-up financial guidance tailored to their circumstances.

Corporate social responsibility also forms part of Zeal’s approach. The business actively supports the local community through visibility within Staffordshire networking groups, local engagement and ongoing support for customers beyond completion. Zeal understands that being a successful small business is not just about revenue growth, but also about building trust, contributing positively to the local business community and maintaining long-term relationships.

Zeal Mortgages and Protection Services has entered the Small Business of the Year category of University of Staffordshire Business Awards.