We sat down with John Delaney, our Director at Inform Mortgages, to talk about his journey into property finance, the thinking behind Inform Mortgages, and what great advice really looks like.

What first attracted you to mortgages and property finance?

Helping people achieve their financial goals, enjoying working with people, and a competitive mindset naturally led me into property finance.

What shaped your career before founding Inform Mortgages?

I started at Lloyds Bank, which instilled strong values around professionalism and service. I later progressed through Legal & General, Countrywide, and New Build, spending over a decade developing expertise across retail financial services and property.

What inspired you to start Inform Mortgages?

There’s a clear gap for an agile, technology-led brokerage focused on delivering outstanding customer outcomes at a time when financial pressure and complexity are increasing.

What problem is Inform Mortgages trying to solve?

Financial illiteracy and affordability. Rising costs, higher mortgage rates, and deposit challenges leave many people feeling home ownership is out of reach. Our role is to provide clarity, education, and practical solutions.

What does “Inform” stand for?

Trust, transparency, and empowerment. We give clients the knowledge they need to make confident, informed decisions.

How would you describe your approach to advice?

Proactive, bespoke, and relevant, with clear communication at every stage.

What’s one piece of advice everyone should hear?

Ask your broker why their recommendation is right for you and what benefits it delivers for your situation.

What excites you about the future of Inform Mortgages?

The positive response to our strategy and the opportunity to help more people achieve their financial goals using smart technology and genuinely personal advice.

How do you want clients to feel after working with Inform Mortgages?

Confident, valued, reassured, and in control with a clear understanding of their options and the certainty they’ve made the right decision.

YOUR HOME MAY BE REPOSSESSED IF YOU DO NOT KEEP UP REPAYMENTS ON YOUR MORTGAGE

There may be a fee for mortgage advice. The precise amount will depend upon your circumstances and will be agreed with you before proceeding but we estimate it will be £995 unless you are being referred to us by your employer as part of your workplace benefits scheme or one of our New House Building Partners, in which case our mortgage advice is a fee free service.