Her transfer to the industry she now calls home was anything but planned
For many, the journey into the mortgage industry is a calculated decision, often following years of education or following a family tradition. But for Joanna Streames (pictured), the managing director of Velvet Mortgage & Insure Services, her path was anything but predictable.
Over a decade ago, she very nearly became one of Sir Alan Sugar’s protégées on BBC 1’s The Apprentice. When Stella English was crowned champion, little did viewers know that someone else might have taken her place on the show – and that was Streames (pictured).
Broken-hearted, she changed course into the health and protection sector, after losing faith in the estate agency she was working for at the time. Here’s how it happened…
Getting into the industry
Back in 2010, Streames was on the cusp of entering the boardroom for one of the UK’s most popular reality TV shows, The Apprentice. Out of thousands of hopefuls, she found herself in the final stages of the selection process.
“I didn’t get onto the show, but I went right through the process to the point where producers were calling the next day to let me know if it was me or Stella English who was getting the place to be on the show,” she recalled. “Stella got the place and went on to win, of course.”
It all started as a bit of fun for Streames but as she edged closer to becoming a contestant, she said the estate agency where she was employed grew increasingly unsupportive. A partnership and other perks has been discussed, yet ultimately, these did not materialise.
“I was heartbroken as I’m big on keeping promises and loyalty so after a year of toing and froing, I realised the truth and just left,” she said. “One of the smaller partners was upset as he hadn’t been aware of any of it. I rang him and asked, ‘Would you have me to work for you or not?’ His words were ‘in a heartbeat,’ so a week or so later, I was training in financial services.”
The transition was bittersweet for Streames. Having invested her heart into the property sector, moving into financial services felt like an unexpected detour. However, it was a turn of events that would soon reveal itself to be a blessing in disguise.
What began as a reluctant career change quickly evolved into a passionate calling. Streames first found her footing in protection services, an area she felt deeply connected to, given her personal experiences.
“Having lost my own mum the day after I was 19 and my sister being 12, without any other family support or financial help, I knew I could save other families from going through what we did,” she explained.
Her deep empathy and commitment to her clients soon extended beyond protection to encompass mortgages as well. Streames recounted how her background in property fueled her drive to help clients with their mortgage needs, especially those who were unknowingly paying more on variable rates.
“Having struggled so hard financially to put food on the table for my little sister and knowing a lot about mortgages from my property days, I was compelled to do the exams to get going on mortgages as well,” she said.
Motivation to continue as a broker
For Streames, being a mortgage broker is more than just a job; it’s a lifelong mission.
“It’s just my calling and I’ve had tough times, really tough times with making wrong decisions on hiring and the market conditions just like others have in the last couple of years, but I just could not give up on this industry,” she stressed.
“I want to continue to make a good life for myself, my team and my daughters, and I want to help my clients which goes without saying. I enjoy the relationships with my clients. They aren’t transactions to me, they are long term people and I love that.”
Looking to the future
Streames’ ambitions, however, stretch far beyond personal success. Her vision for the future includes expanding her current team.
“I want to build a stronger, bigger team of 10 advisers, up from the current three,” she said. “I want heart-led individuals with ambition and goals of their own.”
In addition to growing her business, Streames is deeply committed to improving the mortgage industry’s reputation. She has taken it upon herself to mentor others, having just completed a 12-week course that she designed and delivered herself.
“The participants and I built such a bond, and I am cheerleading them all the way forevermore,” she enthused, adding that although the mentoring was exhausting, it was an endeavour she found deeply fulfilling and plans to repeat annually.
The future for Streames is one filled with purpose. She’s passionate about giving back to her community, speaking at industry events, and even engaging with schools to inspire the next generation.
“I want to contribute in as many ways as I can to leave a legacy of change on all the matters which are important to me in our industry,” she said.
Almost 13 years ago, Joanna Streames might have been just a footnote in the story of The Apprentice. Instead, she has carved out her own chapter in the mortgage and protection sector.
For Streames, everything truly does happen for a reason. And in her case, that reason is clear: to help others navigate the complex world of mortgages and protection, and to leave a lasting impact on an industry that she now calls home.
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