About us
A family-run, UK-wide mortgage and insurance broker built on personal service, clear communication and genuinely bespoke advice.
With over 35 years of combined experience, we support busy professionals, growing families and those with more complex financial profiles – making the mortgage and protection process feel clear and manageable.
We take a long-term approach to every client, offering guidance that goes beyond arranging a mortgage or protection policy. With whole-of-market mortgage access, we ensure every recommendation is shaped around your circumstances, your goals and your future plans. At the heart of SJR Mortgages is a commitment to doing things differently: providing direct, responsive communication, tailored advice, and ongoing support at every stage of your property journey.
Samuel J Roy – Founder & Mortgage Advisor
Samuel is the Founder of SJR Mortgages and an award-recognised mortgage advisor, having been named among the Top 10 Mortgage Brokers in the UK.
After nearly a decade in financial services, he launched SJR Mortgages to offer a more personal, client-focused approach. He works closely with each client to understand their full financial picture – whether they’re buying their first home, remortgaging, moving up the ladder or building a portfolio.
Inspired by his grandparents, who built the UK fashion brand Fat Willy’s, Samuel continues a family legacy of entrepreneurship. He now works alongside his father, combining mortgage expertise with deep estate agency insight.
Known for his balance of utmost efficiency and patience, Samuel provides a highly responsive service while taking the time to genuinely understand and support his clients’ long-term goals.
Johnson B Roy – Mortgage Advisor
Johnson brings over 29 years of experience in estate agency, having led six branches across the Midlands before joining SJR Mortgages.
His deep understanding of the property market allows him to support clients at every stage, from structuring offers and liaising with estate agents, to negotiating effectively and ensuring the right protection is in place.
Known for his hands-on, client-first approach, Johnson combines practical expertise with an authentic desire to help, offering clear guidance, strong advocacy and reassurance throughout each client’s homebuying journey.
Anna Roy – Mortgage Administrator
Anna plays a key role in ensuring every application at SJR Mortgages runs smoothly from enquiry through to completion.
She manages the day-to-day progression of client cases, coordinating documentation, liaising with lenders and insurers, and maintaining accuracy and compliance at every stage.
Highly organised and detail-orientated, Anna helps keep the process efficient and seamless, so clients feel informed, supported and confident throughout.
Why Choose SJR?
We provide expert advice, clear guidance, and a process designed to make complex financial decisions feel straightforward.
Whole-of-market
We search across the entire mortgage market, not just a limited panel of lenders. This allows us to find the most suitable options for your circumstances, whether you’re buying your first home, remortgaging, or structuring a more complex arrangement.
Clarity in complex situations
Not every application fits neatly into a box. We specialise in helping clients with more complex circumstances, bringing clarity and structure to situations that can otherwise feel confusing or uncertain.
Clear timelines and expectations
From our first call, we set clear expectations about what will happen and when. You’ll always know what stage your application is at and what comes next.
Guidance at every step
The mortgage process can feel overwhelming when dealing with lenders, insurers, and documentation. We guide you through the entire journey, ensuring nothing is missed and everything moves forward smoothly.
Calm, professional and empathetic
Buying or refinancing a property is a significant financial decision. Our role is to provide steady, professional guidance so you can move forward with confidence.
Always thinking three steps ahead
Great mortgage and protection advice isn’t just about securing a deal today. We anticipate potential challenges before they arise, ensuring your application is positioned for the best possible outcome.
A clean process, no fluff
We’ve refined our process to remove unnecessary complexity. It’s structured, efficient, and focused on what actually moves your application forward.
