Yorkshire Financial Services, a family-run mortgage and protection brokerage based in Doncaster, has been named a finalist in The Customer Loyalty Award at The Lloyds British Business Excellence Awards 2026.
The firm provides fee-free independent advice on remortgages for existing homeowners, mortgages for first-time buyers, buy-to-let lending for landlords and investors, and mortgage and family protection cover. Its place on the shortlist rests on loyalty figures most advice firms would envy: the company reports a client retention rate of 98.7 per cent, with almost 99 in every 100 clients coming back when their initial mortgage term nears its end.
Growth built on referrals
According to the business, its strategy has been to double down on what it does exceptionally well, high-quality, fee-free independent mortgage and protection advice, rather than spreading itself thin. Organic growth comes chiefly from existing clients. Through its Recommend a Friend initiative, 91 per cent of new business in 2025 arrived via client referrals, the company reports, with each existing client introducing an average of 3.8 people.
That loyalty is underpinned by reach. Yorkshire Financial Services says it has built relationships with national mortgage lenders and mortgage clubs that unlock exclusive products members of the public cannot obtain by going direct, and that it can place cases with every lender in the country operating an intermediary arm, more than 110 in total, from High Street names to specialist providers.
Culture and practical help
The brokerage credits its culture, saying ethics and morals guide every member of the team each day and that recruitment focuses on finding a mutual fit before training begins. Over the past 12 months the small, family-run firm has also produced practical tools in response to a clear client need, including budgeting spreadsheets for first-time buyers and a free First-time Buyers Step-by-Step Guide reminding clients what happens at each stage of the mortgage process, work the business says has contributed directly to its growth.
Publicly available records support the firm’s local footing. Incorporated on 30 January 2014, according to its Companies House record, Yorkshire Financial Services operates from Armstrong House at Doncaster Finningley Airport, and its website says it serves first-time buyers and homeowners across Doncaster, Huddersfield and the wider county. The company states it is authorised and regulated by the Financial Conduct Authority, appearing on the Financial Services Register under reference 841681.
A night at Grosvenor House
Announced among the finalists in July 2026, Yorkshire Financial Services now competes for The Customer Loyalty Award, which recognises businesses that retain, engage and grow loyal customer bases. Winners across The Lloyds British Business Excellence Awards will be revealed at a ceremony at Grosvenor House, London, on 10 November 2026. For a brokerage whose new business comes overwhelmingly from people its existing clients send through the door, the shortlisting reflects loyalty earned one recommendation at a time.
