Welsh Lender Event 2025: A Celebration of Community, Collaboration and Innovation in Welsh Mortgages

A Milestone Gathering for the Welsh Mortgage Industry

For the first time ever, the Welsh Lender Event took place in Swansea, bringing together a passionate and tight-knit community of brokers, mutuals, and mortgage professionals from across Wales and beyond. Held at the Swansea Arena, this year’s event was a bold step forward — not only in location, but in ambition, energy and collaboration.

The event was hosted jointly by four of Wales’ most respected lenders — Swansea Building Society, Principality Building Society, Monmouthshire Building Society, and Hodge Bank — all working together to share insights, spark dialogue, and support brokers in navigating today’s rapidly evolving mortgage market.

With a line-up of inspiring speakers and a series of interactive, impactful sessions, the day showcased the power of purpose-led, place-based lending in Wales.

Opening Remarks & Context

The day began with a warm welcome from the hosts, setting the tone for a collaborative and optimistic atmosphere. Attendees from across the lending and advisory sectors were reminded of the importance of community, shared values, and open dialogue — particularly during times of economic and regulatory change.

Paul Broadhead, Building Societies Association – The Mortgage Market in Focus

Paul Broadhead opened the agenda with a sweeping but grounded overview of the UK and Welsh mortgage landscape. In his role at the Building Societies Association, Paul offered insight into the regulatory landscape, the evolving role of mutuals, and the macroeconomic pressures affecting affordability, particularly in Wales.

“Are we building a market of real choice — or the illusion of choice?” — Paul Broadhead

Gethin Davies, Yellow Brick Mortgages – Mental Health, Movement and Meaning

Gethin Davies moved the audience with a deeply personal account of his mental health journey, physical transformation, and his ambitious charity challenge: cycling and walking over 670km across Wales to raise funds for Mind.

“You don’t start by running marathons. You start by walking. Just one small step at a time.” — Gethin Davies

Jo Wilcox, Principality Building Society – First-Time Buyer Trends and Innovations

Jo Wilcox delivered a data-rich presentation exploring the evolving first-time buyer market, with a focus on how lenders like Principality are adapting products to meet rising affordability challenges.

• Up to 5.5x loan-to-income for eligible buyers
• Use of four incomes in affordability calculations
• Increased age limits and mortgage terms to boost affordability

Jo emphasised the adaptability of younger buyers and Principality’s commitment to supporting them with responsive lending solutions.

David Osterland, Swansea Building Society – Insights from the Branch

David Osterland, Branch Manager at Swansea Building Society, represented the mutual during a dedicated session led by the Society’s BDM team. The presentation included a short talk , giving brokers a chance to engage directly with Swansea BS’s lending criteria and community-focused approach.

Claire Graham, Monmouthshire Building Society – Deal or No Deal

Claire Graham delivered one of the day’s most interactive sessions — a theatrical take on “Deal or No Deal” using real-world mortgage scenarios. Brokers were tested on their understanding of lending criteria, including Airbnb lets, SPVs, and holiday homes.

It was a high-energy segment that blended policy with play, reinforcing Monmouthshire’s support for brokers in a creative way.

James Enos, Hodge Bank – Reframing ‘Later Life Lending’

James Enos of Hodge Bank delivered a passionate talk challenging the notion of “later life lending.” Through the stories of his grandfather, father and himself, he made the case for viewing lending through a lifecycle lens — not just age-based assumptions.

Hodge’s innovations — including lending up to age 95 and up to 95% LTV — reflect this shift toward more inclusive and flexible financial solutions.

“It’s not ‘later life lending’ — it’s just lending.” — James Enos

Jon Dunckley – Purpose, Happiness and Performance

Renowned author and speaker Jon Dunckley closed the formal agenda with a powerful keynote on mental wellbeing, purpose and professional growth.

Drawing on the Harvard Study of Adult Development, he explored what really makes a happy, fulfilled life — and how financial professionals can find deeper meaning in their work.

“Purpose isn’t about grand gestures. It’s about getting up every day and knowing why you’re doing what you do.” — Jon Dunckley

His book, Rewritten, was recommended for those seeking to better understand their own stories and motivations.

 

Stephanie Charman, AMI – Regulation, AI and the Future of Advice

In an open and honest fireside chat, Stephanie Charman of the Association of Mortgage Intermediaries offered a clear-eyed view of upcoming regulatory changes, the implications of execution-only journeys, and the real risks of removing advice from mortgage processes.

Stephanie also touched on AI, cautioning against overreliance and stressing the enduring value of human-led advice in building consumer trust.

“Over 59% of consumers aren’t equipped to make mortgage decisions alone — that’s why advice matters.” — Stephanie Charman

Closing Remarks – A Shared Commitment

The event wrapped with closing reflections from the hosts. Caroline Mitchell captured the spirit of the day:

“This event reinforced the power of relationships and partnerships. Our mutual values are the foundation of our success — and of better outcomes for our clients.”

Looking Ahead

The Welsh Lender Event 2025 was a celebration of collaboration, purpose, and people-first lending.
Fintech Wales was proud to attend and support this event, and we look forward to seeing how this unique, community-driven ecosystem continues to shape the future of finance in Wales.