As applications come in for #MIMA26, we spoke to some of last year’s winners to learn more about what it really means to be recognised as one of the very best in marketing for mortgages, protection and specialist lending.
That winning feeling
"Winning this award was a really proud moment for the team," said Darryl Barkwill from Smart Money People, Best Market Research & Insights winner 2025. "It recognised all the hard work we've put into delivering meaningful insights to the mortgage sector."
"Honestly, it meant a huge amount," agreed Vikki Harrison from Scottish Widows, Best Marketing – Protection winner 2025. “So much work happens behind the scenes of a campaign, from the initial insight and ideas through to all the conversations, challenges and refinements along the way.
"Standing there with the team and seeing that work recognised was a really special moment."
In addition, Joseph Ball from One Mortgage System (OMS), Best Marketing – Fintech winner 2025, acknowledged that "what made it rewarding was having an award that's specifically for marketing."
"At the Mortgage Industry Marketing Awards, you're up against teams with far more people and bigger budgets producing genuinely great marketing themselves, judged by people who properly know the industry and know marketing.
"Winning against competition that strong, in front of judges who understand exactly what they're looking at, is what made it feel like such a good achievement."
The categories in which these winners were recognised also helped to make it feel special. Darryl noted that "it was fantastic to see independent research recognised for the role it can play in helping lenders better understand broker and customer experiences and ultimately drive positive change across the industry."
Similarly, Vikki explained that "protection marketing has an important job to do. We're often taking complicated or sensitive subjects and finding a way to make them clearer and more approachable," meaning that they "were incredibly proud to see the team’s hard work celebrated by the wider industry."
The impact of the MIMAs
Winning a Mortgage Industry Marketing Award is about so much more than just taking home the trophy, as it aims to celebrate those leading the way across the sector.
"It's continued to validate what we're trying to do as a team and built real trust from others in the business that our approach is working," Joseph said.
"There's also a reassurance in it, that the newer or more experimental things we try get recognised in a positive light, something that's carried through into this year too. It's meant we've been bolder with bigger, more creative work, both what we've delivered and what we've got planned.
Vikki described Scottish Widows' win as giving the team "a real boost" as it "reinforced the value of investing in thoughtful, adviser-led protection marketing."
"It helped raise the profile of our work both inside Scottish Widows and across the wider industry, while giving us even more confidence to keep pushing our thinking and trying new approaches.
"It was a reminder that strong marketing is not simply about making something look good. It is about understanding the audience, making complex topics feel human and creating work that genuinely helps people. The award has given us momentum, but it has also raised the bar for what we want to achieve next."
Meanwhile, Darryl said that "winning the award has given even greater visibility to our research and reinforced its credibility across the mortgage industry.
"It’s been brilliant to see our insights continue to support better decision making and highlight the important role independent research can play in helping shape the future of the sector."
Nominations for the Mortgage Industry Marketing Awards 2026 will close on 2nd September, after which time all applicants will have an extra week (until 9th September) to complete and submit applications. Click here to nominate and apply.