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First-Ever 'Free From'
mortgage experience.
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Challenge

As the biggest purchase you’ll ever make, buying a house is a stressful experience. And with mortgages a minefield of baffling financial jargon making the process that much more painful, how could Habito help make mortgages easier - and differentiate itself?

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Creative

We’re all used to hearing about ‘free from’ when it comes to our food – free from additives, dairy, gluten etc. What if Habito offered the first-ever Free From™ mortgage experience?  

Free from unnecessary, opaque language and jargon.  

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Execution

Partnering with Nottingham University’s Linguistic Profiling team, we established Habito as the first Free From™ mortgage provider, clearing all their consumer facing comms from misleading language. We also released the UK’s first Bad Language League, ranking the worst jargon using offenders in finance – and just what that costs the public each year in £s.

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Influence

175 pieces of nationwide coverage secured.

34 broadcast pieces.

territory defining platform that set Habito ‘free from’ the rest of the industry.