FOUNDATION HOME LOANS
A Website and Digital Strategy Built to Empower Brokers
Objective
Foundation Home Loans is a specialist mortgage lender, working with brokers to provide buy-to-let and specialist mortgage solutions. But in a competitive market, standing out and winning broker trust required a strategic digital transformation.
Our goal was to attract, engage, and support brokers, making it easier for them to do business with Foundation Home Loans. This meant building a trusted and transparent digital presence as a new name in the market, creating a seamless broker journey (from registration to application), and digitising offline processes to improve efficiency and support business growth.
in six months.
after 12 months.
in five months.
How we did it
We redesigned and rebuilt the Foundation Home Loans website on Umbraco CMS, creating a broker-first digital experience designed for efficiency, engagement, and business growth. But this wasn’t just a visual upgrade, it was designed to make the platform work harder for both brokers and the business.
To streamline and enhance the broker experience, we developed a fully integrated registration system, seamlessly connecting CRM and marketing automation to simplify onboarding. Automated email nurture programs were introduced, ensuring brokers received timely, relevant content to guide them through the process.
Recognising the importance of personalisation, we tailored website experiences based on broker data, dynamically surfacing relevant content and cross-selling products. To make complex mortgage products more accessible, we produced brand and product videos that broke down key offerings into digestible, engaging formats.
Additionally, we introduced a regional directory, allowing brokers to connect with local sales representatives easily. A dedicated broker hub provided access to industry news, insights, and essential tools, while search-optimised calculators and interactive product illustrations helped attract and engage users searching for mortgage solutions.
Behind the scenes, we implemented lead scoring and sales alerts, enabling the internal team to respond when brokers were most engaged. Targeted landing pages were then designed to support advertising and search campaigns, driving higher conversion rates.
A huge thank you for everything you've done, the feedback from the business has been great. People love the look of it and find the new website easy to navigate.
