The custodians of a mortgage ‘free-from’ industry jargon


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Working with trailblazing online mortgage broker Habito, we developed a positioning to really shout about Habito’s USP – making mortgages less complicated. Following a series of workshops, we distilled the core benefit of Habito. Unlike other mortgage brokers, Habito is free from jargon, free from complication, free from time wasting, free from fees, free from all the nonsense that the consumer is infuriated by in the mortgage process. And partly Inspired by the food industry, we packaged up all these brand benefits into one clearly articulated, jargon free brand platform:


We love it and it’s been pretty popular with Habito and become entrenched in their business. Working with The University of Nottingham and The University of Manchester, Habito has also cleaned up its own language, ensuring all language it uses is clear, simple and free from any jargon. Permeating every aspect of the brand, from website and social media to blogs and advertising – we will be working with Habito to take its ‘free from’ mission to the wider industry, petitioning broader financial institutions and the government to simplify financial contracts for the benefit of the customer.

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