Tsuko creates brand for launch of new online mortgage service
Edinburgh-based design consultancy Tsuko has developed mform, a new brand aimed at revolutionising the UK mortgage market. The web-based service is backed by funds managed by Artemis, which is headed up by Eammon Rice, a former partner at Ernst & Young.
Tsuko has worked on mform for a year, undertaking research into the market and customer choices, before establishing brand values that will be extended through external and internal communications.
The service offers an “impartial, quick and convenient” means of choosing a mortgage, as well as up-to-date and accurate information from the UK market. Consumers also receive personalised mortgage best buys suited to their needs.
The site does not carry advertising or sponsored links and is free for the consumer. Users will be able to link directly to the mortgage application departments of key lenders. Lenders subscribe to upload offers, and only pay a fee when an mform customer takes up a mortgage.
Rice said: ”The mform brand has been developed because the world is changing – people want impartial information quickly and easily. We are targeting a significant share of the residential mortgage market, who are faced with well over 6,000 mortgages from more than 100 different lenders. Our service takes away all the stress of making a choice.”
Susanna Freedman, managing director for Tsuko, added: “Creating the brand and giving it integrity and substance has drawn on our skills in research, our understanding of consumer behaviour and has allowed us to consider every aspect of the brands’ presentation.”