Personalisation isn’t new, just look at Amazon, Netflix, or Spotify. They’ve built entire business models around it. Yet in the mortgage market, personalisation is still underused. And that’s a missed opportunity.
Those who embrace it will gain a real competitive advantage, improving customer engagement, loyalty, and ultimately, conversion rates. It’s uses are far reaching. In fact, at a recent event I hosted, Kate Fuller (MAB) even suggested that in the future, AI could make fully personalised mortgage products a reality. That’s where we’re heading.
What Is Personalisation?
Personalisation goes far beyond adding someone’s name to an email (personalisation tokens). It’s about using data to tailor messages, experiences, and products around each individual’s preferences, behaviour, and needs.
In marketing terms, it means delivering the right message, to the right person, at the right time, across email, web, sales, and service. When done well, it boosts engagement, conversions, brand loyalty, and profit.
Why isn’t Personalisation used enough?
Let’s be honest: most mortgage businesses aren’t yet making full use of personalisation. With AI making data analysis faster and smarter, those who delay risk being left behind.
Here’s why many still hold back:
- Time: Short-term priorities always take over.
- Myopia: “Tomorrow can wait” thinking limits long-term progress.
- Data fragmentation: Information sits in multiple systems and isn’t connected.
- Know-how: It takes both data and human creativity to make personalisation work.
- Overwhelmed: There are so many options that many don’t know where to start.
How to harness Personalisation
Think of your data as a secret weapon, but only if you turn it into actionable insight. Personalisation works best when combined with segmentation, so you can target groups effectively and tailor messages within them.
Here are some ways to bring personalisation to life:
1. Email Marketing
Modern CRM systems can trigger tailored messages based on client behaviour.
For example:
- Send a follow-up email when a visitor browses certain pages.
- Cross-sell or up-sell by referencing past interactions.
- Personalise based on event attendance or engagement level.
2. Websites
Yes, even your website can be personalised.
Using tools like dynamic content or IP recognition, you can show different messages or product recommendations to different types of visitors, just like e-commerce platforms do.
3. Product Communication
Lenders can tailor updates based on broker activity. For example, send product news that reflects the broker’s previous case types rather than a blanket update to everyone. You could even highlight “recommended products for you” based on past submissions.
4. Case Updates
Allow brokers or clients to receive updates in their preferred way either email, WhatsApp, SMS, or calls. Use data to capture and act on these communication preferences for a more seamless experience.
5. Sales Interactions
Every conversation should be informed by data. Know which clients prefer regular updates versus those who want fewer interruptions. This builds trust and efficiency.
6. Post-Completion Messages
After completion, personalise your communication based on the journey. A simple “congratulations” message tailored to how smooth or challenging the process was shows empathy and keeps the door open for referrals and repeat business.
Where Personalisation meets the sales funnel
Segmentation and personalisation are most powerful when combined. If someone is a prospect, send educational and trust-building content. If they’re a loyal customer, focus on retention and rewards. If they’ve shown purchase intent, give them tailored options and reassurance.
Generic content falls flat, tailored experiences drive action.
The Future: Personalised Mortgage Products
Looking ahead, AI could make truly personalised mortgage products possible, where terms, rates, and even communication style adapt to each individual.
As Kate Fuller suggested, that future isn’t far away. The foundations are being built today by how we use and harness data.
Final Thought
B2B personalisation isn’t a “nice to have”, it’s a business differentiator. In an increasingly competitive market, the businesses that know their clients best will win.
Harness your data. Tailor your approach. And start creating marketing that feels personal.
