Complex, confidential mortgage work turned into national and trade press coverage: across the engagement, Orton Financial earned an estimated £69,933 in media value from roughly £12,000 of investment, a return of around 5.8x.
Background
Orton Financial is a Bristol-based, whole-of-market mortgage brokerage founded in 2022 by Luther Yeates, its founder and Head of Mortgages. FCA authorised and specialising in complex and high-net-worth lending, the firm has been moving upmarket during the engagement, opening a second office and growing its team. Avid Panda worked with Orton across two phases: a PR-and-SEO retainer in 2025, and a standalone digital PR campaign in 2026.
The Challenge
Orton’s core challenge was translating genuinely complex, confidential financial work into press coverage that builds national authority and earns high-quality links, without identifying private clients. As the founder put it, at this level clients do not want to be easily identifiable, so pieces had to stay deliberately vague while remaining newsworthy. Coverage that never identifies a client is the constraint shaping most financial services PR, and it set the house style for everything published here.
The client also asked that content lead on the client’s problem rather than promote the firm, and that contributors sign off on their statements before publication. Underneath it all sat a demand-generation goal: much of Orton’s market is hidden demand, people who do not know their financing is even possible.
How We Did It
Our PR team built campaigns around real, anonymised client stories and data-led reactive commentary, pitching each story to different publication groups to avoid overlap and maximise reach.
In the 2026 campaign, a complex high-net-worth bridging deal became a publishable hero story, with the client’s rate saving added to make the value tangible. It was published by The Intermediary and generated an interview request from Mortgage Introducer. A second case study on a difficult-security deal was reworked after client feedback to lead on how the right structuring unlocked a deal others could not, and a reactive Mansion Tax data piece rode the £2m-plus homes and liquidity theme. Clients stayed unidentifiable throughout via a deliberately vague house style plus contributor sign-off before distribution.
The 2025 phase paired PR with SEO: a relatable cladding case study tied to the EWS1 scandal was picked up by BristolLive, founder profiling positioned Luther as an expert voice in titles including Mortgage Soup and Mortgage Introducer, and an ongoing expert-comment programme covered expat mortgages, first-time-buyer schemes, interest-rate cuts and adviser pay.
The Results
Across the engagement, Orton earned an estimated £69,933 in total media value from roughly £12,000 of investment: a return of around 5.8x, or about £5.83 of coverage value for every £1 spent. Monthly media value ranged from roughly £10,000 to £19,000 during the 2025 phase, with the average Domain Authority consistently in the high 60s to low 70s.
Coverage landed in genuinely high-authority national and trade titles, including The Independent (DA 91), MSN (DA 92), Yahoo Finance (DA 92), the Express (DA 89), FT Adviser (DA 78), Bristol Post (DA 77), Mortgage Introducer (DA 77), Business Cloud (DA 73), Mortgage Strategy (DA 68), Mortgage Solutions (DA 67), Your Money (DA 70) and The Intermediary.
Beyond the numbers, the campaign delivered exactly what a specialist broker needs: credibility in the trade press its referrers and peers read, and mainstream coverage of relatable client stories, directly supporting Orton’s move upmarket into private-client and high-value lending.
