Nikki Jetha

What is your business plan?
Through Mortgages by Nikki, the plan is to simplify what is often seen as a complex and intimidating process by combining clear advice, strong lender knowledge and consistent educational content across social media. I want to take the fear out of mortgages with a digital-first mortgage brokerage offering radically transparent, expert-led advice to underserved buyers and home movers in the UK. The core customer journey, services and interactions are delivered through digital platforms rather than your traditional face to face. Long term, the business scales through increased lead generation, repeat clients, referrals and potential expansion into a small team or digital products that support clients who need a mortgage.

What makes you a unique candidate?
In just four years I went from knowing nothing about my industry to opening my own company and working as a self-employed mortgage advisor. I’ve given my all to make my business a success, throwing everything at it - including during my pregnancies. Today I regard myself as one of the top mortgage advisors in the UK. I ooze charisma, am a master negotiator and the level of my ambition makes me unstoppable. My role model is Kim Kardashian, she is a powerhouse and a mum like myself but is able to manage a demanding career whilst raising her children. She has redefined what it is to be a modern-day businesswoman proving that you can be glamorous, family orientated and the complete boss all at once. You can have it all.

Why do you deserve Lord Sugar's investment?
I deserve the investment because I embody the resilience, determination and work ethic that align perfectly with Lord Sugar’s no-nonsense approach to business. No matter what challenges I’ve faced, my focus on business has never wavered. I’m one of the top advisors in my company, a position I didn’t achieve by luck but through relentless hard work, strategic thinking and an unshakable drive to be the best. Even during some of life’s biggest challenges, I never stopped working, never lost momentum, and never made excuses. I continued to push forward, proving that no obstacle is big enough to slow me down. Lord Sugar is looking for someone who won’t just talk the talk but will outwork, outlast, and outperform the competition. I don’t just have the numbers to back me up; I have the mindset, resilience and determination that separate winners from the rest.

How would those who know you best describe you?
Those who know me best would describe me as approachable, energetic and easy to work with; someone who doesn’t take herself too seriously until it comes to business. I bring warmth and personality into everything I do, but behind the friendly exterior is a focused, disciplined operator who thrives under pressure. I adapt quickly, take feedback on board and stay calm when things get intense. I’m results driven, resilient and trusted to deliver when it matters most. There’s substance behind the smile and with me, there’s always more than meets the eye.