New research initiative aims to uncover why brokers choose lenders

Momenti Group has announced a new research initiative, working with Pegasus Insight, called 'WHY', designed to understand the rational and emotional drivers behind mortgage brokers’ choice of lender.

The research aims to ensure brokers are better understood so lenders can create a more personalised offering and forge stronger relationships and enhanced communication.

For lenders, the research could enable them to be more effective and efficient, creating a competitive edge beyond rates, and cement greater margins. 

Jeff Knight, MD at Momenti Group, commented: “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.

“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, added: “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.”