Momenti Group launched a research project with Pegasus Insight called ‘WHY’, aimed at understanding what drives mortgage brokers when choosing lenders.
The initiative looked at both rational and emotional factors, aiming to help lenders become more efficient and competitive, while also allowing brokers to be better understood.
Jeff Knight, managing director at Momenti Group, said: “When I worked with lenders, the focus was often on rational drivers such as price and criteria.
“But in today’s noisy market, it’s just as important to understand the emotional drivers behind decisions.
“That’s what WHY is all about—starting with the rational factors and then going deeper into the emotional ones, like relationships, trust, and brand.”
Knight added: “Lenders have a good understanding of WHAT brokers like, so we are going to go deeper and understand WHY.
“This is a win–win: lenders become more efficient and competitive, while brokers benefit from services that truly fit their world.”
Ripley Sa Salgueiro, founder of First Time Finance, said: “As brokers we have the responsibility to get what is best for the client, but this doesn’t always mean just choosing the cheapest product.
“Especially when you work within a niche market, like we do, it is important that we place cases with lenders that we trust and deliver the right outcomes for our clients.
“For us, lender relationships are really important, for example.”
