Vida Homeloans has unveiled a new education campaign called Every mortgage tells a story, that aims to assist brokers in identifying specialist customers.

The initiative will showcase typical specialist customers, ranging from self-employed workers, business owners and entrepreneurs, to contractors with a short work history, Help to Buy borrowers and expats who are living and working abroad.

The campaign aims to look beyond the surface of each application to find the best solution for each customer’s unique needs – highlighting that specialist lending does not have to be complex, and that behind every mortgage application there is a real-life story.

The Vida initiative includes a video, as well as ‘typical example’ postcards and emails to help brokers build their business in the specialist mortgage sector.

Vida Homeloans’ director of sales for mortgages, Louisa Sedgwick, said: “Specialist lending is continuing to grow and has become an important part in the intermediary sector. With the high street lenders’ perception of a ‘perfect borrower’ becoming increasingly unrealistic, specialist lenders play a crucial role in helping turn generation rent into generation own by catering for those underserved by mainstream banks and building societies.

“Our Every mortgage tells a story campaign has been launched to highlight that there is a real person, with a real story, behind every application.”

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