My Mortgage Angel is a mortgage and protection advisory firm that was founded to transform how people experience financial guidance. Rather than relying on rigid processes, the company puts people first, ensuring clients feel heard, supported, and informed as they make one of life’s most significant financial decisions.
Founded in 2016 by Samantha Lindsay, the firm grew out of her own frustrating experience with an impersonal and process-heavy mortgage application. That moment gave her the determination to build something different. From day one, her mission has been to offer advice that simplifies the process and keeps clients’ needs at the center.
People Before Process
When asked what first inspired her to launch the firm, Samantha explained that it came down to frustration with how detached her early mortgage experiences felt. She wanted a service that treated clients as people, not case numbers.
“Mortgages are about homes, families, and futures,” Samantha said. “They should be approached with the same care and attention as any other major life decision. That’s why I created My Mortgage Angel — to make sure people always come first.”
This ethos shapes everything the company does. Clients are offered whole-of-market advice, which means recommendations are not limited to a small pool of lenders. Instead, Samantha and her team assess a broad range of options and explain them clearly, enabling clients to make informed decisions without confusion or pressure.
Simplifying the Process
Mortgage and protection advice can be overwhelming, especially for first-time buyers or families remortgaging during uncertain economic times. My Mortgage Angel aims to take the complexity out of the process. Samantha tailors her advice to fit the individual, drawing on her professional qualifications and industry contacts to identify solutions that reflect each client’s goals and circumstances.
“My role is to listen first,” Samantha explained. “Only when I fully understand someone’s needs can I put forward the right options. That personal connection makes the advice relevant and gives clients confidence.”
Alongside mortgages, the company helps clients plan protection strategies such as life insurance, income protection, and cover for critical illness. These services provide security and peace of mind, helping families safeguard their futures in case of unexpected challenges.
Clear Communication Builds Trust
Trust has become the backbone of My Mortgage Angel’s reputation. The majority of new clients come through personal referrals, a point that Samantha takes pride in. For her, it is a sign that clients not only value the service but also feel confident recommending it to those closest to them.
“People don’t recommend you unless they truly trust you,” Samantha reflected. “That kind of endorsement can’t be bought; it has to be earned over time.”
Part of that trust stems from Samantha’s commitment to clarity. Clients are kept informed at every stage, with jargon stripped away and complex terms explained in plain language. This transparency removes unnecessary stress and empowers clients to feel comfortable with their decisions.
Keeping Growth Personal
Samantha is keen to see My Mortgage Angel expand while keeping the personal touch that defines the firm. Growth, for her, is not about scaling beyond recognition but about continuing to build meaningful relationships with clients.
She also enjoys challenging stereotypes within the mortgage industry. Known for her approachable style and her preference for quirky shoes over business suits, Samantha believes professionalism should not mean being unrelatable. Clients, she feels, appreciate a service that is expert but also approachable and human.
“People are often surprised when they first meet me because I don’t fit the traditional mould of a mortgage broker,” she laughed. “But I think that’s exactly why clients connect with me. They see I am here to support them, not to follow a script.”
Samantha Lindsay, Founder, My Mortgage Angel
