"A payslip isn’t the only indicator of financial stability anymore"
- James Enos - Hodge Bank
As the modern workforce evolves, mortgage lending criteria are struggling to keep pace. Across the UK, thousands of people earning outside traditional employment, content creators, freelancers, contractors, and entrepreneurs, are finding themselves locked out of the housing market, despite having stable and often high incomes.
James Enos, national account manager at Hodge Bank, says the problem lies in outdated lending frameworks that prioritise predictable, PAYE-based income over today’s increasingly diverse ways of earning.
“Over the last decade, the definition of a ‘typical borrower’ has changed beyond recognition. People can now build thriving businesses on social media, run six-figure consultancies from home, or earn through multiple income streams, yet many lenders still see them as risky simply because they don’t work a conventional 9–5.”
The conversation around this issue has gained attention following comments from YouTuber Amelia Dimoldenberg, who recently highlighted the challenges content creators face when applying for mortgages. Despite contributing an estimated £2.2 billion to the UK economy, creators and other self-employed professionals continue to face barriers due to rigid affordability checks.
However, James notes that the problem extends far beyond influencers or the creator economy.
“We’re seeing more customers with complex income structures, freelancers, consultants, business owners, who have consistent earnings but can’t easily evidence them in the way many traditional lenders still require. That needs to change. A payslip isn’t the only indicator of financial stability anymore.”
He believes lenders must adopt a more flexible, modern approach to assessing affordability—one that recognises mixed income streams, self-employment, and digital entrepreneurship as legitimate ways of earning a living.
“Responsible lending isn’t about box-ticking, it’s about understanding a customer’s full financial picture. Lenders have a responsibility to reflect and adapt to how people really live and work today.”
