Vida Homeloans has introduced an education campaign aimed at showcasing typical specialist customers, ranging from self-employed workers, business owners and entrepreneurs to contractors with a short work history, Help to Buy borrowers and expats who are living and working abroad.

The campaign, ‘Every mortgage tells a story’, aims to look beyond the surface of each application to find the best solution for each customer’s unique needs.

Vida is stressing that specialist lending does not have to be complex; behind every mortgage application, there is a real-life story, it says.

The video to support the campaign can be found here: https://bit.ly/2kFL7ao

Louisa Sedgwick, director of sales, mortgages at Vida Homeloans, said: “Specialist lending is continuing to grow and has become an important part in the intermediary sector. With the high street lenders’ perception of a ‘perfect borrower’ becoming increasingly unrealistic, specialist lenders play a crucial role in helping turn generation rent into generation own by catering for those underserved by mainstream banks and building societies.

“Our ‘Every mortgage tells a story campaign’ has been launched to highlight that there is a real person, with a real story, behind every application.”