The Intermediary – January 2026 - Flipbook - Page 35
T H E I N T E RV I E W
OSB Group
He explains: “There will be further iterations
of Rely. So, Rely day one will not be Rely day
seven – we aim to continuously improve the
offering on there to keep up with market
demands.”
Understanding complexity
The launch of Rely is intended to address two
of the specialist buy-to-let market’s most
persistent gaps: the pace and predictability
of straightforward cases, and the capacity for
underwriters to spend meaningful time on
complexity.
As Moloney explains: “For the first time ever
within our brands, we have a platform that
doesn’t necessarily need an underwriter to look
at some of the deals.”
This is supported by “years’ worth of data,”
which OSB intends to utilise in order to “drive a
lot of the decisioning.”
The early proof point of this, he notes, is the
platform’s speed.
He explains: “We announced that we have
already provided an offer within two working
hours. The case hit the correct valuation
pathway which could be automated, it hit
the right score, and it didn’t need supporting
documents, so the offer was able to be
produced.”
Where specialist buy-to-let has historically
relied on manual review for virtually every
application, Moloney argues that this
automation is now doing what is routine, so
that in turn, expertise can be deployed where it
matters most.
He says: “Before we launched Rely, literally
every case had to be manually underwritten.
So now, our new system is doing the ordinary
for us so that people can do the extraordinary.”
This blended model, he suggests, brings OSB
into a more modern operational tier, using
“tech to do the easy parts” while “for the more
complex parts we can use our experienced
people to look at it.”
He explains: “It allows our underwriters to
really focus on those more complex cases, or
those larger portfolios where the properties are
a little bit more detailed. It’s given us that great
flexibility.”
Broker feedback
Broker input has been central to Rely’s
development, not as a post-launch
consultation exercise but as a foundational part
of how the platform and brand were designed.
Moloney explains that, while OSB Group had
a clear internal vision around Rely’s system
architecture, that thinking was deliberately
tested and refined through direct engagement
with buy-to-let brokers operating across both
specialist and mainstream markets.
He explains: “We built this system, and
ultimately the brand, with feedback from
brokers. We brought in the help of buy-tolet brokers that deal with both the specialist
market and the mainstream buy-to-let market
to ask them: ‘What is it you want?’”
That feedback translated into tangible
changes. One recurring message was
that lenders were asking for too much
documentation, prompting OSB to strip out
unnecessary requirements and embed a more
proportionate approach directly into the
platform. Brokers also highlighted the need for
greater transparency around valuation routes,
leading OSB to build a clearer, more predictable
valuation pathway into the borrower journey.
Limited company lending proved to be
another focal point ripe for change. As
Moloney puts it: “Limited company lending is
a predominant part of the buy-to-let market at
the moment, we’ve seen that grow massively
over the past few years.
“Because of this, we’ve seen increased
questions around tax, and brokers were
questioning why there was a need for a
separate legal panel for limited companies.
Because of this, we’ve now reviewed that as
well, which ultimately helps us speed up the
completion process.”
Beyond the initial build, Moloney remains
clear that broker engagement does not stop at
launch.
“Brokers are an integral part of the build of
the brand and the platform, and their feedback
is integral to the delivery. I regularly say
brokers are our business,” he says.
That philosophy is backed by investment in
field-based sales teams, telephony support,
and underwriting resource, alongside a
commitment to continual listening.
With Rely built in-house, he says OSB can
now respond to broker feedback far more
quickly, adjusting processes and functionality
in line with real-world use.
Moloney adds: “We’re constantly engaging
with them. In fact, just as part of the launch
process, we get daily feedback from the field
about what they like, what they’d like to come
next, what’s good, what could be better.
“They’re integral to the success of this
brand.”
Market shifts
With Rely positioned as OSB Group’s single
buy-to-let brand, Moloney frames its arrival →
January 2026 | The Intermediary
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