Becoming a homeowner is one of the biggest most financial and emotional decisions someone will make in their lifetime. It should be a happy milestone – but for many of us, the journey to get there is exhausting and confusing. It can feel difficult to know where to turn to for support.
With their newly articulated mission, “Fighting For Fairer Mortgages”, online broker Trussle has announced that it stands for homeowners and lobbying for change. Brand positioning work by creative agency Flying Object, and a creative activation by creative venture company UNLTD-INC, have come together in a new manifesto and a march for fairer mortgages, demanding that the Government tackle the tired, 200 year old industry and make it work for borrowers, not lenders.
An industry starved of innovation
For many people, securing a mortgage can be a painful and fractured experience. Trussle was borne out of founder and CEO Ishaan Malhi’s own frustration in struggling to secure a mortgage for his first home. He wasted hours of his time and money in the process, only to be told he wasn’t eligible.
Ishaan says: “We are on a mission to make mortgages fairer for homeowners, not just lenders. The current mortgage system is broken and not working to a standard that’s fair for all. Many people are shut out, including the young, the old, the self-employed and those on low-income. There’s too much jargon, too much complexity and not enough transparency. At Trussle, we’re tackling this head on. We’re making the mortgage journey simpler and more intuitive, removing hurdles and helping save people money in the process. And we’re appealing to the Government and the regulator to adopt new regulations, such as the Mortgage Switch Guarantee, that will make mortgages fairer for everyone.”
Brand Positioning & Manifesto
Creative agency Flying Object partnered with Trussle to accelerate its’ mission in the form of a manifesto. The company’s outspokenness when it comes to doing the best for the customer emerged as the clear rallying cry, following extensive research with internal staff and customers.
While Brexit pushes down prices and housebuilders are regularly in the news over inflated pay packets, Trussle is keen to remind consumers and policymakers alike that the mortgage industry remains largely unreformed – and that something needs to change. For example, two million homeowners across the UK are losing on average of £375 per month because switching mortgage isn’t currently clear or simple. “Fighting for Fairer Mortgages” demonstrates Trussle’s commitment to the consumer, even if it doesn’t necessarily benefit their bottom line.
To launch this manifesto to consumers, UNLTD-INC, worked with Trussle to create an activation to help bring their mission to life via a physical march and online digital march for people to ‘join the fight
’ to drive awareness around this compelling message.
UNLTD-INC, the new creative venture set up by Dave Buonaguidi, Will Waldron and Arjun Singh, created a march to fight for fairer mortgages and an online portal for people to sign up and choose their own message to help get their anger and frustration with the system across and to the masses.
Dave Buonaguidi, founder of UNLTD-INC, said: “It’s been great fun working on this project. Ishaan and the team at Trussle have great ambitions and a great missionary brand that will genuinely transform people's lives for the better, we created some lovely work that I really think will cut through and work for them, and from a personal point of view I know that mortgages are totally broken, so we got a kick out of this one!”
Tom Pursey, founder of Flying Object, said: “Brand purpose is a term that’s waved around a lot these days. But working with a company like Trussle, where everyone turns up to work with a mission to complete and not just a job to do, has been refreshing and exhilarating, It’s hard to spend time with these guys and not be convinced by the urgency of this problem, and their strength of determination to change a broken industry.”
Ishaan founded the company in 2015 after struggling to navigate the mortgage process while self-employed. Since then the company has lobbied for adoption of the Mortgage Switch Guarantee, which sets a higher standard of transparency for lenders, to make mortgage switching easier for borrowers. “Fighting for Fairer Mortgages” is an ethos shared throughout the company - whether working on customer cases, liaising with conveyancers, or building products that make an obfuscated process become clear, accessible, and transparent.