Victoria Barnard Joins Somo as Head of Networks & Clubs at a Pivotal Moment in the Company’s Continued Growth and Evolution

WHY THIS MATTERS

The appointment of Victoria Barnard as Head of Networks & Clubs at Somo, announced on May 26, 2026, represents a calculated distribution land-grab in the highly competitive UK specialist short-term lending sector. As commercial real estate markets undergo localized restructuring and traditional clearing banks tighten their underwriting perimeters, bridging finance has transitioned from an alternative, last-resort facility into a primary, high-velocity capital deployment tool for developers, property flippers, and landlords.

In the UK mortgage space, “networks and clubs” (such as Legal & General Mortgage Club or Sesame Bankhall Group) serve as the vital gatekeepers to thousands of independent mortgage intermediaries. Winning space on an elite network’s panel instantly multiplies a lender’s distribution capacity. By bringing on Barnard—who spent over six years scaling the bridging footprint at fintech lending giant LendInvest—Somo is weaponizing an elite 20-year financial services pedigree, including 12 years spent purely mastering short-term property finance. For Somo, which differentiates itself via its proprietary automated processing systems and flexible underwriting risk tolerance, this appointment provides the senior intermediary relationship network required to scale its gross origination volume across the entire UK broker landscape.

Bringing a wealth of experience across the specialist finance sector, Victoria has built an impressive career working with networks, clubs and some of the most recognisable lenders in the bridging and commercial space. Known for her deep industry relationships and hands-on approach, she has consistently delivered value by connecting brokers, lenders and partners in ways that drive both performance and long-term collaboration.

At Somo, Victoria will lead the strategic development of its networks and clubs proposition, strengthening partnerships, enhancing engagement, and supporting brokers in navigating an increasingly dynamic lending landscape.

Victoria Barnard commented:

“I’m absolutely thrilled to be joining Somo at such an exciting time. The energy, ambition, and momentum across the business is genuinely infectious. It’s clear there’s something special being built here and I can’t wait to be part of it.”

“What really stood out to me was the people. There’s a real authenticity and a drive to challenge the norm, which aligns perfectly with how I like to work with networks and partners. With nearly 20 years’ experience in financial services, 12 of those focused purely on bridging finance, I’ve seen what works and you can see that reflected in the leadership team here. They don’t just talk about feedback, they act on it, continuously evolving the business both internally and in how it supports brokers.”

“I’m looking forward to rolling up my sleeves, getting out to meet brokers across the UK and helping to create something that genuinely adds value to the market.”

With a reputation for building strong, trusted relationships and a passion for the intermediary space, Victoria’s appointment marks another significant step forward for Somo as it continues to expand its reach and influence across the specialist lending sector.

FF NEWS TAKE

Somo is positioning itself to seize significant market share from legacy bridging providers by transforming complex origination workflows into clean, relationship-driven value loops. Under the leadership of CEO Louis Alexander and Sales Director Jade Keval, the Manchester-based specialist lender has maintained a sharp focus on speed and transparency—historically delivering unique pricing options such as their “valuation-free” low-LTV bridging products.

However, in specialist lending, advanced platform technology is ineffective if independent brokers fail to consider your brand during the critical initial enquiry phase. Barnard’s mandate is precisely designed to solve this awareness barrier. Intermediary networks and DA (Directly Authorised) clubs operate on strict execution guarantees; they require a high degree of confidence that a specialist lender will not pull a terms sheet at the eleventh hour. By embedding a highly respected corporate relationship expert to lead its network proposition, Somo is ensuring that its real-time broker feedback loop actively drives back-office product iteration. In an era where 42% of bridging applications suffer from administrative and processing friction, Somo’s bet on deep, institutional intermediary trust gives it an unshakeable competitive moat.

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