Latoya Southwell

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Latoya Southwell is the Co-Founder and Director of The Fee Free Mortgage Broker and Alexander Southwell Mortgages, bringing nine years of financial services experience, a genuine passion for protecting families, and a warmth that clients notice from the very first conversation.

Latoya's role goes far beyond mortgages. As the business's protection specialist, she ensures that every family who secures a mortgage through the business also has the right safety net in place, because getting the keys is only part of the story. Making sure you can keep them, whatever life throws at you, matters just as much.

A career shaped by people

Latoya began her career as an estate agent at Connells, one of the UK's most established property firms. It was here that she developed a deep understanding of the home-buying journey from the ground up — learning how to support clients through one of the most exciting and nerve-wracking processes of their lives, and building the people skills that remain at the heart of everything she does today.

From there, Latoya moved into financial services, joining Re-Assured as a specialist insurance broker. It was a natural progression, and a formative one. Working in a dedicated protection environment gave her an expert-level understanding of life insurance, critical illness cover, and income protection that very few mortgage brokers can match. She didn't just learn the products; she learned why they matter, how to explain them in a way that actually lands, and how to have honest conversations with families about the things they'd rather not think about, but absolutely should.

When Jamie founded Alexander Southwell Mortgages in 2019, Latoya brought everything she had built to the family business. Together they have grown a brokerage that genuinely looks after clients at every stage, not just at the point of application, but for the long term.

Why protection matters - and why Latoya cares so much about it

Latoya has always believed that a mortgage without proper protection is an incomplete piece of advice. Taking on one of the biggest financial commitments of your life without a plan for what happens if your income stops, if you're diagnosed with a serious illness, or if the worst happens, that's a risk no family should have to take.

It's a belief that comes from more than professional experience. As a mother herself, Latoya understands instinctively what it means to want to protect the people you love. That personal understanding shapes every protection conversation she has with clients, not a tick-box exercise, not a product sale, but a genuine discussion about what your family would need, and how to make sure they'd be looked after.

Latoya covers the full range of personal protection:

Life insurance - ensuring your family can stay in their home and maintain their quality of life if you're no longer here.

Critical illness cover - providing a lump sum payment if you're diagnosed with a serious condition, giving you financial breathing room when you need it most.

Income protection - replacing a portion of your salary if illness or injury prevents you from working, so the bills keep getting paid while you focus on getting better.

Part of something personal

As a family business run by Jamie and Latoya together, there is a genuinely personal dimension to the way The Fee Free Mortgage Broker operates. Both are involved in the day-to-day running of the business, and both bring their whole selves to it, including an understanding of what it actually means to be a family, to have a home that matters, and to want to protect it.

Outside of work, Latoya loves nothing more than spending time with her family, and if there's baking happening in the kitchen with their son, even better. That sense of home, of family, of the small things that make a house worth fighting for, it's not just background colour. It genuinely informs the way she works and the care she brings to every client she looks after.

What to expect from Latoya

Patience. Clarity. A conversation that never feels rushed or transactional. Latoya takes the time to understand your circumstances properly before making any recommendation, and she explains everything in plain, straightforward language, no small print glossed over, no corners cut.

Whether you are a first-time buyer who has never thought about protection before, a growing family reassessing what cover you have in place, or someone who has simply been putting it off for years, Latoya will make the process feel manageable, important, and, above all, worth doing.

Nine years of experience. A genuine passion for getting it right. And absolutely no broker fee.