A lack of previous financial service experience need not be a barrier to building a successful business in this attractive sector thanks to the Mortgage Force franchise. For ambitious individuals seeking to compete with the established professionals, Mortgage Force offers an award-winning business concept backed by the West Bromwich Building Society group, which has been in operation since 1850.

Mortgage Force franchisees provide impartial advice on the mortgage market and are able to offer clients a wide market choice as they can compare the mortgages on offer from a range of leading banks and building societies. Franchisees also sell insurance and protection products. The business can be run from home, an office or shop front premise, meaning franchisees are in control of their business overheads.

Mortgage Force was launched in 2000 and since then the company has experienced year-on-year growth both in terms of mortgage sales and franchisees. As its network has grown so has its standing within the industry - this year Mortgage Force is a double award winner, having been named Best Mortgage Broker at the 2008 Mortgage Strategy Awards 2008 and Firm of the Year by the Financial Adviser Mortgage Awards.

Mortgage Force has developed the 'Academy franchise' investment opportunity for prospective franchisees. The programme provides candidates who do not possess the necessary CeMAP qualification with the opportunity to train and qualify as a professional Mortgage Consultant and learn how to run a business. The franchise package includes initial and ongoing development training, guidance and support from head office, which will help with marketing campaigns and any other aspect of running a business effectively.

Mortgage Force franchisee Kevin Akers owns the Harrow-based franchise and has been with Mortgage Force for over three years. He says: "I have always found Mortgage Force supportive in their outlook. During my time with the organisation the company has gone from strength to strength, which has resulted in better customer awareness. I have really enjoyed being part of a progressive team and I am excited to be part of the company's future."

While Stuart Bryce owns the franchise based in Derby he says: "Joining Mortgage Force was the best move I ever made. You are totally in control of your own destiny, nobody tells you what to do or when to do it and you get lots of support from central office- so you are working for yourself but not by yourself."

Reported by Jess Sturman