Please can you give us a brief overview of Smart Money People and your role at the company.
Smart Money People is a financial services review site, helping people and financial companies to create better outcomes. We share the collective wisdom and experiences of consumers to provide insights and ideas to help businesses improve and grow. We also run the bi-annual Mortgage Lender Benchmark study which analyses the state of the mortgage industry according to brokers’ views, with the H1 2025 being our fourteenth edition. The report is the industry’s largest independent broker feedback survey.
As Head of Business Development, my role involves identifying new business opportunities and partnerships to help the company grow. Overall, my goal is ensuring Smart Money People continue to expand its reach and influence in the UK, while also ensuring that the site remains a trusted source of information and advice for our users.
Why is customer feedback so important – and do mortgage lenders need to do more?
Many mortgage lenders are already collecting broker feedback, which is great. But many are still missing a vital piece of the puzzle – the voice of their end customers. These are the people directly experiencing the whole mortgage journey, from the start of their application through to completion and beyond.
At Smart Money People, we collect feedback across 16+ data points, including key Consumer Duty metrics. This gives lenders a comprehensive view of how well they’re delivering against expectations, and provides robust evidence for meeting Consumer Duty outcomes and board-level reporting.
But capturing this feedback does more than demonstrate compliance. It helps lenders understand where customers feel supported, where pain points exist, and how perceptions of fairness, value, and communication are shaping their experience. It’s insight that can drive better decision-making, improve retention, and strengthen brand trust.
Ultimately, the lenders who prioritise end-customer feedback will be the ones best placed to improve outcomes, meet regulatory expectations, and build long-term loyalty. Those who overlook it risk missing what really matters.
Can you tell us about some of the top level findings from your H1 2025 Mortgage Lender Benchmark?
As always, brokers provided a wealth of interesting insights. Our latest edition of the Mortgage Lender Benchmark found that the overall satisfaction with mortgage lenders increased by 0.05-points to 4.22 out of 5 – the highest level since 2020.
In response to the changing needs of the mortgage market, this latest edition featured a range of enhancements, shaped by direct feedback from lenders and brokers, to provide even more comprehensive analysis.
One enhancement was the Broker Experience Index – which combines multiple satisfaction and service metrics, such as speed, service, digital tools and support – and this debuted at 70.6. We’ve introduced this metric to reflect the full broker journey.
The building society sector had the top-rated Broker Experience Index of 71.5, although mainstream lenders followed closely at 71.4.
And who were the standout performers?
Halifax took the crown as the best mainstream lender, while Principality Building Society held onto its title as the top building society lender for another edition. In the later life lending space, Canada Life came out on top, with Pepper Money once again named the best specialist lender.
There was a change in the Buy to Let specialist category, with BM Solutions claiming the top spot this time around. Allica Bank led the way for bridging and commercial lending, and LendInvest was recognised as the leading digital-first lender – a reflection of the sector’s increasing focus on innovation and user experience.
Finally, for those unfamiliar with the report, what can readers expect to find inside the Mortgage Lender Benchmark?
The Mortgage Lender Benchmark offers a detailed look into how lenders are really performing from the broker's perspective. It reveals which lenders brokers are most likely to recommend – and which ones they’re not. It also explores brand perception, giving a clear view of how lenders are seen across the market.
Alongside lender performance, each edition deep-dives into the key issues shaping the market. In H1 2025, we asked brokers for their views on the growing role of AI in their day-to-day work, as well as their take on potential reforms to fee disclosure.
Readers will also find in-depth league tables and lender-by-lender analysis, as well as broker feedback on the tools they rely on every day, such as CRM systems, sourcing, affordability, and criteria tools.
Most importantly, it provides real broker insight into what’s shaping the mortgage market right now, helping lenders understand not just where they stand, but why. It’s the kind of insight that helps lenders not only see how they’re performing, but how to perform better.
