A new broker-led research programme designed to help bridging lenders better understand how and why brokers select their funding partners has been launched by marketing intelligence specialist Momenti Group in partnership with Bridging Soup.
The Bridging Intelligence Initiative aims to capture structured broker insight at a time when the UK bridging market is becoming increasingly competitive, with more lenders, broader product ranges and growing pressure to stand out.
Positioned as a listening exercise for the sector, the programme will explore the motivations, behaviours and relationship dynamics that influence lender selection among brokers.
TWO-PRONGED APPROACH
The initiative will operate through two complementary strands.
The first is independent, structured broker research designed to examine how lenders are perceived, what drives loyalty and where relationships begin to strengthen – or deteriorate.
The second is a dedicated industry guide giving participating lenders the opportunity to outline, in their own words, how they support brokers and where they believe their proposition differs from competitors.
Together, the partners describe the programme as a two-way model built on listening before responding, allowing lenders to align their messaging and service strategies more closely with broker expectations.
RELATIONSHIP INSIGHT
Jeff Knight, managing director at Momenti Group, says: “The bridging market is evolving fast. More lenders. More products. More noise. In that environment, getting heard is harder than ever.
“But brokers don’t make decisions on price sheets alone. Trust, perception and alignment all matter.
“This initiative helps lenders understand how brokers actually think and use that insight to strengthen relationships and drive growth.”
BEYOND PRICE AND PRODUCT
By gathering feedback directly from brokers across the sector, the research will examine the rational and emotional drivers behind lender choice, how preferred funding partnerships are formed and where opportunities for stronger alignment may exist.
The findings are intended to give lenders clearer visibility of how they are perceived in the intermediary market while equipping business development teams with more informed conversations.
CLEARER INSIGHT
Robyn Hall and Kevin Rose, co-founders of Opus First Media, publishers of Bridging Soup and Mortgage Soup, said: “As the bridging market becomes more crowded, understanding how brokers truly think and what drives their lender relationships has never been more important.
“The Bridging Intelligence Initiative is about listening first, giving lenders clearer insight into what brokers value so they can build stronger, more meaningful partnerships.”
Find out more information HERE.
