Challenge
The Mortgage Lender operates exclusively through intermediaries, serving customers who do not qualify for high-street lending.
- Broker registrations were below target.
- Around one-third of registered brokers never submitted an application
- The broker journey felt complex, opaque, and effort-heavy
- This directly constrained application volumes and growth
The core issue was not product competitiveness. It was experiencing friction across the broker lifecycle.
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Solution
Equator was engaged to diagnose the problem and define how to move the needle.
- Ran structured interviews with internal teams to map the complete broker journey, from awareness through underwriting and lending decisions
- Conducted broker interviews to capture real perceptions, expectations, and frustrations
- Identified disconnects between internal processes and broker realities
- Pinpointed pain points slowing registration, reducing confidence, and blocking application submission
Using these insights, we defined a broker-first customer experience strategy that focused on:
- Clearer, higher-quality online content to build confidence and consideration
- Digitised broker support to reduce manual effort
- More innovative use of CRM and lending platform APIs to simplify registration and submission
- A more cohesive and transparent journey aligned with how brokers genuinely operate
Results
The work delivered a clear, actionable experience blueprint.
- Removed the root causes of broker drop-off
- Simplified the path from registration to first application
- Improved clarity, speed, and confidence across the broker journey
- Delivered a platform strategy directly tied to higher engagement and conversion
Outcome
The Mortgage Lender moved from assumption-led optimisation to evidence-led transformation.
- A materially improved broker customer experience
- Higher broker engagement and application conversion
- Stronger foundations for scalable intermediary-led growth