Building a better broker journey

The Mortgage Lender

How we researched and developed a customer experience strategy for The Mortgage Lender

Lending a solution

There’s no secret to what The Mortgage Lender does - there’s a clue in the name. This specialist lender provides mortgages chiefly for people who find it difficult to secure a decent deal from the big high-street banks and building societies. Their customers include the self-employed and BTL investors, with all business coming through intermediaries and brokers.


Our client - part of Shawbrook Bank and ultimately Pollen Street Capital - came to us with a problem. They weren’t getting enough brokers to sign up, and a third of those who did register failed to submit applications. The Mortgage Lender asked us to investigate and recommend a course of action.

Do you have a similar challenge?

Please get in touch to start a conversation about how our expertise can help your business thrive.

Email Us

Understanding the problem

Clearly, if we were going to solve the problem, we had to find out what was putting brokers off working with TML. We ran a series of interviews with internal stakeholders to map the processes across the broker journey. Then we spoke to the brokers themselves, identifying their pain-points and getting to understand their perceptions and priorities.

Building the CX

Once we’d got our heads round why brokers weren’t engaging as much as we’d like, we developed a strategy spanning online content and support to help build greater brand consideration. Meanwhile, better use of CRM software, and APIs designed to simplify the registration and application processes, resulted in a vastly improved CX. That translated directly into greater engagement and conversions.

Impact and results

Since we re-engineered the customer experience for The Mortgage Lender our client has seen a significant increase in registration from brokers, plus a higher rate of submitted applications. In turn this has led to increased turnover and improved brand engagement.

Engaging clients and customers

Our client at The Mortgage Lender approached us with a clear problem, but no clear way out. We were able to interrogate how the brand engaged with customers online, identifying pain-points and devising a strategy for a better customer experience. Ask us how we could help your own brand - talk to us soon.