A new broker-focused research programme has been launched with the aim of helping bridging lenders better understand how and why brokers choose their funding partners.
The Bridging Intelligence Initiative, created in partnership between Momenti Group and Bridging Soup, has been established as a structured listening and communication exercise centred on broker insight.
The programme is designed to examine the motivations, behaviours and relationship factors that influence lender selection in the UK bridging market, at a time when competition continues to intensify and product ranges expand.
TWO-PRONGED APPROACH
The initiative rests on two components. The first is independent, structured broker research intended to capture how lenders are perceived, what drives loyalty and where relationships either strengthen or begin to erode.
The second is a dedicated industry guide, offering participating lenders an opportunity to set out, in their own words, how they support brokers and where they believe they differentiate from competitors.
Together, the partners describe this as a two-way model built on listening before responding, with the intention of aligning lender messaging more closely to broker expectations.
DRIVING GROWTH
Jeff Knight, managing director at Momenti Group, said: “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.”
CLEARER INSIGHT
Robyn Hall and Kevin Rose, co-founders of Opus First Media, publishers of Mortgage Soup and Bridging 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.”
CLEARER INSIGHT
The research will seek to provide lenders with clearer insight into how brokers select preferred funding partners, the rational and emotional drivers behind brand choice, what genuinely builds loyalty and where growth opportunities may remain untapped.
By gathering broker feedback at scale, the initiative is intended to help lenders refine their positioning and equip business development managers with more informed conversations.
In a market where relationships remain central to deal flow, the organisers argue that a clearer understanding of broker behaviour may be as commercially significant as product innovation or pricing strategy.
The launch comes against a backdrop of continued expansion in the specialist lending sector, with a growing number of entrants and increasing competition for intermediary attention.
For lenders operating in that environment, the ability to differentiate on service, communication and alignment may prove decisive.
Find out more HERE.
