The Intermediary – July 2026 - Flipbook - Page 23
I N P RO F I L E
trying to do is cover those areas to make sure that
first-time buyers can have more options.
“Being innovative allows us as lenders to look
at risk in different ways. So, we do maintain
responsible lending standards, but we are
always looking at different ways in which we can
assess risk and actually improve access to the
housing market.”
support, training or digital channels. For Carton,
that investment is ultimately about removing
friction from the process, allowing brokers to focus
on supporting their clients rather than navigating
unnecessary hurdles.
As she puts it: “Our goal is to make it easier
for brokers to interact with us and provide those
positive customer outcomes.”
The value of advice
Shared responsibility
While the society has continued to evolve its
product range, Carton believes access to the
right advice remains just as important as the
products themselves.
She says: “I think advisers play a vital role
in helping a first-time buyer understand their
options. Sometimes the barrier to entry is that, as
a first-time buyer, you don’t know that you can get
a mortgage. You kind of talk yourself out of it.”
For Carton, that uncertainty means the adviser
relationship often begins long before a mortgage
application is submitted. Helping borrowers
understand what is achievable can be just as
important as recommending a suitable product.
“It’s a very daunting process buying your first
property. It’s your home and it’s the biggest
commitment that you’ll make financially”, she
says. “Advisers and intermediaries provide that
reassurance and guidance to really help first-time
buyers through the process.”
As borrowing options become increasingly
diverse, advisers also play an important role in
matching borrowers with solutions that reflect
their individual circumstances.
As Carton explains: “A broker can help a
prospective borrower navigate through all the
different products and LTVs and deposits that they
might need, including fees and so on. They can do
all the sifting and actually present the customer
with a range of options that fit what they need.”
However, supporting brokers is just one part of the
picture. Carton notes that aside from providing
innovative lending solutions and working closely
with intermediary partners, lenders also have
a broader responsibility to help address the
long-term challenges facing the housing market.
In practice, this means working alongside
Government, trade bodies and the wider industry.
As she explains: “I think we’ve got a huge
responsibility outside of just lending. We do a lot
of lobbying with the Government, and we work
with IMLA and AMI so that we can contribute to
the housing market and to the mortgage industry
in other ways.”
For Carton, that responsibility also extends
beyond product development to wider industry
engagement.
She says: “We also do a lot of work around
financial education and collaborating with the rest
of the industry so that we’re contributing across
the board.”
Ultimately, however, she believes no single
lender can solve the affordability challenge alone:
“We need to think about how we can address the
housing challenges because it is going to take a
collective effort across the sector if we want to
improve things.”
Intermediary relationships
That emphasis on advice also shapes the society’s
own relationship with intermediaries. With brokers
responsible for the majority of its mortgage
lending, Carton says building strong, long-term
relationships with advisers remains fundamental
to delivering good customer outcomes.
She says: “We continue to really invest heavily
in our intermediary relationships and support
services. We’ve got a team of BDMs, corporate
account managers and service desks that help with
any queries post application. Our underwriters
keep in touch with brokers if there are issues.”
Rather than prescribing a single way of working,
Carton says the society’s focus is on giving brokers
the flexibility to engage in whichever way best
suits their business, whether through direct
Ongoing optimism
Despite the economic and political uncertainty
continuing to shape the housing market, Carton
remains cautiously optimistic about the future of
homeownership.
She notes: “Homeownership and demand
remain strong. Not only in the first-time buyer
market, but actually across the generations. I think
we’re in a really special time in the industry.”
Looking ahead, the society intends to build on
this market momentum and continue investing in
products that help aspiring homeowners.
As Carton puts it: “Our focus remains on helping
more people achieve the homes that they want.
It’s at the heart of what we do. It’s our purpose.
“We’ll continue to support first-time buyers
and next steppers through their house-buying
journeys, and we’ll continue to support
intermediaries in delivering excellent customer
outcomes and great customer service.”
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