To grow the market share of a regional building society that was ‘founded by teachers for teachers’. Working within an industry ruled by compliance meant that we needed to focus even harder to find a point of difference that was bigger than the products.
Develop a new proposition and brand position
Bespoke underwriting enables teachers in unique career circumstances (e.g. newly qualified, supply, maternity leave) to be offered a mortgage where they otherwise would not be by other providers
Research briefing, management and analysis
Newly-qualified teacher campaign conception and roll-out
Growth in brand engagement