Name: Matt Coulson
Age: 39
Location: Newcastle
Firm: Heron Financial
Education: High school
Specialty: Tech-enabled mortgage advice, ethical leadership, and B Corp–driven business building
Interests: Family, Newcastle United, technology, AI, sustainability
Career and motivation
- What inspired you to start Heron Financial back in 2011, and what did you feel was missing from the mortgage industry at that time?
Back then, the industry felt very transactional. People were treated as cases rather than individuals, and the advice experience depended too heavily on whichever adviser you happened to get.
I felt there was room for a firm that combined genuine empathy with modern systems and a high level of day-to-day productivity. I wanted us to be the kind of business that consistently delivered great outcomes because the structure made it easy to do so, not because someone had a particularly good day.
- Heron Financial is now a certified B Corp – what does that recognition mean to you personally, and how has the journey to certification changed the way you run the business?
B Corp felt like formal recognition of how we already operated. We’ve always tried to balance commercial performance with doing the right thing for clients, our team, and the wider community.
The certification process pushed us to measure things we had instinctively focused on — culture, impact, sustainability — and gave us a clearer framework for improving year after year.
It sharpened our decision-making and reinforced that growth and responsibility don’t have to be opposing goals.
Education and values
- Education sits at the heart of Heron’s mission. Where did that passion for financial education come from?
It comes from observing the total lack of financial education in most school curriculums. Most people only think about mortgages when they’re already under pressure, and that can lead to rushed or uncomfortable decisions.
I wanted Heron to play a different role — one where we support people with good information well before they need to make a commitment.
That’s why we spend so much time on workshops, employer partnerships, and content that breaks things down in a straightforward, approachable way.
- You often talk about ‘walking in the client’s shoes.’ How do you make sure that empathy translates into the day-to-day work of your team?
Empathy isn’t something you can bolt on; it has to be present across the whole business. From advisers to support staff, compliance, case management and tech, everyone is encouraged to treat a client’s situation with the same care they’d want for their own family.
We keep communication conversational, we explain things clearly, and we put human understanding ahead of process. When the entire team takes responsibility for the client experience, that empathy naturally comes through.
- Heron Financial is known for its ‘people-first’ culture. How have you built and maintained that sense of purpose and belonging as the business has grown?
You can’t fake culture. We’ve kept ours strong by hiring people who genuinely care, staying close to the work, and making sure success is shared. As we’ve grown, the most important thing has been ensuring people still feel seen and supported.
We celebrate individual progress, encourage input from everyone, and make sure our values guide how we operate day in, day out.
Productivity is part of that culture too — people take pride in doing things well, and that sense of ownership creates belonging.
People and development
- You’ve invested heavily in apprenticeships and training. What’s been the most rewarding part of nurturing young talent within Heron Financial?
The most rewarding part is watching people grow into roles they didn’t even know were possible. Some apprentices have gone on to become excellent advisers — including outstanding female advisers who are now real leaders in the business. Others have followed different paths and moved into operations or senior management.
For me, that’s just as impressive. It shows that if you give people the right environment, they’ll find their strengths and build meaningful careers.
- Technology is one of your five core values. How do you balance embracing innovation with maintaining the human touch clients value?
Our view is simple: technology should enable people, not replace them. With our in-house CRM, Everglades, we’ve automated and streamlined a lot of repetitive tasks so the team can focus on meaningful work — proper conversations, thoughtful advice, and keeping clients informed.
When people aren’t bogged down by admin, they naturally become more productive and more present for clients. The human touch is still the centre of what we do; the tech just supports it.
Operations and sustainability
- What practical steps have you taken to make sustainability part of everyday operations?
We’ve taken a practical, everyday approach. That means reducing waste and choosing partners who take sustainability seriously. We also help clients better understand the energy profile of their home, which gives them a clearer sense of long-term cost and environmental impact.
It’s about making sustainability a routine part of the conversation rather than a standalone initiative.
- The firm now operates seven days a week. What motivated that decision, and how do you maintain work-life balance for your team in such a demanding environment?
Clients don’t structure their lives around Monday to Friday, so it made sense for us to be available at the times they’re most likely to need help. But operating seven days doesn’t mean expecting the team to stretch themselves thin. We manage rotas carefully and encourage proper time off.
Balance is protected, and productivity actually improves when people are rested and focused. It’s about coverage, not overworking.
Client experience and philosophy
- What do you think sets Heron Financial apart in how it treats clients and partners?
We keep things simple. We communicate clearly, we show up consistently, and we take our commitments seriously. Our partners trust that their clients will be treated well, and clients know they’ll get straight answers without jargon.
There’s a reliability to the way we work — steady, friendly and productive — and that makes us easy to recommend.
- You’ve described the business as being about more than mortgages — about building brighter futures. What does that mean in practice?
It means thinking about the long-term impact of every conversation. A mortgage is a practical transaction, but the decisions around it affect a person’s entire financial future.
We want people to feel confident, secure, and well-supported — not just on completion day, but years down the line. That mindset guides our approach to advice, education, and the way we support clients as their lives change.
Looking back and looking ahead
- Looking back over the last 14 years, what moment or milestone are you proudest of?
Becoming a B Corp is something I’m very proud of, because it affirmed that you can scale a mortgage business with strong values at its core.
But the moments that stay with me are the personal ones — team members hitting career milestones, clients returning year after year, and watching people grow into confident professionals. Those are the moments that make the journey worthwhile.
- The mortgage industry has gone through huge change — from regulation to technology. How have you and Heron evolved to stay ahead?
We’ve stayed ahead by being curious and adaptable. We embraced technology early, invested heavily in training, and built systems that support high productivity without compromising service.
That combination — people, processes, and tech all working together — has helped us navigate changes that have tripped up other firms.
We’re always looking forward, always refining, and always thinking about how we can be better.
- What’s next for Heron Financial — and what legacy do you hope to leave for the next generation of advisers coming through your doors?
The next chapter is about scaling with purpose. We want to deepen our partnerships, enhance our technology, and continue building a business that’s both high performing and values-led.
My hope is that future advisers and leaders inherit a firm with strong foundations, a clear identity, and a belief that productivity and integrity can absolutely go hand in hand.
If Heron becomes the benchmark for how a modern mortgage firm should operate, that’s the legacy I’d like to leave.
