‘There’s always a way to make a deal work’

In our latest Five Minute Interview, Tony Sanchez speaks with Jade Keval, Sales Director at Somo.

With 17 years of experience in financial services and nearly a decade at Somo, Jade has played a key role in building and leading the lender’s sales function across multiple channels.

Managing a team of 12 and helping drive Somo’s growth to a loan book exceeding £0.5 billion, she brings deep market insight and a practical, solutions-focused approach to specialist lending.

What is the best thing about being in the bridging finance business?

The ability to make a deal work. Unlike more rigid lending models, assessing each case on its own merits.

Every deal is different, and while we have clear criteria, especially at Somo, we look at opportunities from every angle, what we call our 360Promise, rather than through a tick-box approach.

What keeps you focused?

My team – and the boss. Over the past 12 months, my focus has been on making life easier for brokers and clients, whether that’s through better tech, sharper products, or removing unnecessary processes.

Giving my team something they’re proud to take to market and sell keeps me motivated every day.

What qualities do you look for in your employees or colleagues?

Hard work, honesty, and a sense of humour. Nothing moves forward unless everyone pulls their weight.

I value people who are honest enough to say “I don’t know” and then go and find the answer. And a good sense of humour matters.

We work hard, but our office is a happy, fun place and I like to keep it that way.

Are you an optimist or a pessimist?

An eternal optimism, always. I believe there’s always a way to solve a problem; you just have to find it.

What did you want to be as a child?

A psychologist. I’ve always been fascinated by how people think and why they make the decisions they do, which actually helps a lot in this industry.

What will be the greatest challenge facing the bridging finance industry in the coming months?

This year feels like the lending world is back in a place of normality. We are seeing stronger products, and lenders will need to balance speed and flexibility with disciplined risk management.

The challenge will be staying competitive while still lending responsibly.

Who or what makes you laugh?

My partner, Kyle, every single day and my sister. Sister laughter is something else entirely.

Do you dread Monday mornings?

Never. I love seeing my teams on a Monday morning, it’s a fresh start and a chance to get ahead of the week before Tuesday inevitably tries to derail the plan.

If you could change one thing about yourself, what would it be?

Probably my tendency to think I can do everything, all at once. I’m learning that prioritisation and delegation are just as important as drive.

With whom would you most like to have dinner?

My whole family all together. Life gets busy, and as any parent of a 17-year-old knows, having everyone around the table at the same time is a rare treat, so that would be mine.

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