This month, we are speaking to Emma Hollingworth, chief distribution officer at LSL Financial Services.
How did you get into the mortgage industry?
Like many, I kind of fell into this wonderful industry. I left school a couple of months into my first year of A-levels due to unforeseen circumstances and went straight into work, so I was very aware early on that I needed to learn fast and prove myself.
I joined an independent financial adviser firm because it gave me the opportunity to study, take professional exams and build knowledge, which felt critical given I’d taken a different academic path.
I started in an office manager role, but it quickly became clear that wasn’t where I was strongest. I was drawn to the advice side of the business, and with the support of my boss, I completed my CeMAP and Financial Planning Certifications, writing my first mortgage at just 17.
That experience shaped everything for me. It gave me resilience, drive, and a deep respect for the role advice plays in people’s lives. I didn’t take the traditional route, but I learned very early on how to work hard, adapt quickly, and earn my place.
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What has been the biggest learning over your career?
For me, it’s been about being intentional. Every move I’ve made has had a purpose, to build capability, close a gap, or broaden my perspective. I’ve never been afraid to recognise where I need to grow and go after it. This industry moves quickly, and if you stand still, you fall behind.
So, I’ve always focused on staying curious and continuously evolving. You can’t build a career by accident, you have to build it deliberately, in my opinion.
You’ve worked across lenders and brokers – how has that shaped your view of the market?
I’ve seen the market from multiple angles, lending, technology, and distribution. But my passion has always been in distribution. I fundamentally believe in the value of advice, especially when you’re dealing with one of the biggest financial decisions someone will ever make.
The growth of the intermediary channel reflects that – nearly nine in 10 mortgages are now written through brokers. That’s not a trend; it’s a structural shift of brilliance and purpose.
Technology has and will continue to improve efficiency, but it hasn’t replaced advice. If anything, it’s made good advice more valuable. Technology will continue to support advice, but I don’t believe it replaces it. When the decision matters, people still want a person to help and advise them.
I also have the utmost respect for advisers, who build their businesses to help people get their dream home, but also ensure they can stay in it should the worst happen.
What are the near-term priorities for LSL Financial Services?
The last two years have been about building stronger foundations and doing that properly. We’re now moving into a phase of strategic growth, which is really exciting. We’re already one of the largest distributors in the market, but we’re ambitious about where we go next.
That growth will be deliberate. It’s about quality, sustainability, and building something that lasts. We’re not chasing growth for the sake of it, we’re building something that’s built to last. Scale matters, but quality is what sustains it.
What are the key focuses for Primis and TMA?
Firms choose Primis and TMA because of the strength of our proposition, transparency of fees, and our brilliant people, so our focus is on continuing to raise that bar. That means investing in our people, our technology, and the overall experience we deliver.
But it’s also about the environment we create, one where firms can grow, develop, and feel part of a community. The community element is incredibly powerful. The best networks don’t just support firms, they help them become better businesses.
What trends do you see in the AR vs DA space?
We’ve seen the start of consolidation, and it’s my belief that that will continue. But we don’t take a one-size-fits-all view on appointed representative (AR) versus directly authorised (DA). We’re in a unique position where we can support both and our focus is on helping firms succeed whichever route they choose. It’s not about AR or DA – it’s about what’s right for the firm. Our role is to enable ambition, not restrict it.
What is your strategy around adviser growth and recruitment?
Growth is a clear priority, but it has to be the right growth. We’re focused on attracting high-quality firms and advisers and creating an environment where they can genuinely thrive. That’s about more than just commercials, it’s about partnership, support, and long-term value.
We don’t just want firms to join us, we want them to build their future with us and be an active part of our community.
What do you want the market to know about LSL Financial Services?
I think we’re sometimes underestimated. We have the backing of a large, well-capitalised group, and we’ve spent the last couple of years building really strong foundations. Now, we’re able to move forward with real pace and intent. There’s ambition here, there’s clarity and there’s momentum.
We’ve done a lot of the hard work, now we’re ready to accelerate. This is where LSL Financial Services really starts to show what it can do!
