The service is targeting financial advisers keen to be heard and get a higher profile in the trade and national press.

“There are lots of smaller companies who’d love to have their say in the media but are worried or too scared to approach publications directly,” said Hiatt.

The reactive service will approach advisers ahead of events like interest-rate decisions, mortgage lending data or key product launches for a comment. Someone from Just In Time PR taps the adviser’s expertise, helps draft a comment on his or her behalf and then offers it, ready-to-use, to its database of national journalists.

“PR companies often tie clients in, whereas we allow brokers to pay by results. This is a good way to dip your toe into PR and access powerful tools like being quoted in The Times,” said Hiatt.

Just In Time clients include Dominic Hennessy of Just Us Mortgages, Lea Karasavvas of Prolific Mortgage Finance, Ashley Brown of Moneysprite and Mark Dyason of Edinburgh Mortgage Advice.

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Mortgage Solutions blogger Lea Karasavvas, who was featured on the front page of City AM last month, said: “Over the years Dom has shown how he can give a voice to the smaller companies with his contacts in the media. He can give us exposure that the smaller marketing budgets cannot normally obtain. His contacts, and expertise in the field make him a pleasure to deal with and for maximum coverage on the big stories, he is always my first port of call.”

Just In Time PR also has clients in investments, charity and social media.