OneDome has launched its first major national TV campaign as it seeks to challenge the fragmented way homes are bought in the UK.

The UK housing and fintech platform said the campaign, called “The New Way”, is intended to highlight the stress, poor communication and uncertainty often experienced by homebuyers during the transaction process.

The campaign is backed by a £7.5 million media-for-equity partnership with Channel 4 and represents OneDome’s largest brand investment to date.

It is launching regionally on Channel 4 and focuses on the difficulties buyers face when having to manage separate parties, including mortgage brokers, conveyancers and surveyors.

OneDome said the existing process is often unnecessarily fragmented, with buyers left to coordinate different services independently.

The company’s HomeBuyer Service brings together mortgage advice, conveyancing, surveys and transaction support into a single coordinated service, supported by dedicated specialists and digital tracking technology.

Babek Ismayil, founder and chief executive of OneDome, said: “Buying a home should be exciting, yet for many people it becomes stressful, confusing and unnecessarily difficult. We founded OneDome because we believed the process could work much better.

“‘The New Way’ is about showing homebuyers there is a simpler alternative – one where the different parts of the journey work together, rather than against each other.”

The campaign uses humour to draw attention to the emotional strain associated with moving home, while presenting OneDome’s proposition as a more joined-up alternative.

Paul Troy, chief marketing officer at OneDome, said: “Consumers increasingly expect simplicity and convenience in every major life purchase, yet homebuying remains fragmented and stressful. This campaign is about challenging expectations and showing that there is a better way to buy a home.”