TL;DR: Why You Can Trust Our Mortgage Content
It’s built in-house, not outsourced
We don’t use freelancers to write our articles. All content is created, reviewed and updated by our in-house team following a clear process. AI is used very occasionally and sparingly to help us craft better articles, but everything is written by a real person.
It’s Expert-Led
Our internal team writes each page and reviews it with a channel expert—a mortgage advisor who specialises in that specific topic.
Live market data informs what we write.
We use our comparison tool (powered by live lender data using OMAEngine and updated daily) to shape and validate content. We also back-up a lot of it by linking to filtered results in-tool where relevant.
Real insight from real advisors
Our advisors don’t just fact-check. They contribute stories, caveats, lender updates, and the little-known stuff that can make or break someone’s mortgage options.
We update regularly
Tool data updates daily. Advisors review content that they’re given responsibility for and brief in changes to our team when they spot something that needs improving or updating.
You’ll know who reviewed it.
Pages will show the name and specialism of the expert who reviewed it. You can even click through to their profile.
We’re rolling this out site-wide
This is already in place for a large number of articles, and growing fast. As we roll out the channel-expertise advice standard to cover more segments, we’ll introduce expert reviewers and update our content to ensure it’s accurate and fresh. Older pages are being reworked to meet this new standard.
We welcome corrections
If you spot something that feels off, email [email protected] and we’ll get it checked fast.
Our content is designed to earn trust – not clicks. It’s informed by the same experts who help customers every day.
We know mortgage advice can be hard to trust online.
The vast majority of mortgage content out there is generic, templated, or outsourced. It’s written to generate cheap website traffic – not to actually help.
We want to change this. Everything you read here is created or reviewed by real mortgage advisors, using real lender data – and based on how mortgages actually work in the real world.
Since December 2024, any significantly updated or new content follows our new internal process.
Every article is created by our in-house team – no freelancers, no agencies.
It’s then reviewed by an in-house channel expert – a mortgage advisor in our brokerage who provides mortgage advice to customers and specialises in that specific area.
You’ll see both names clearly on the page: the author and the expert reviewer.
We’re phasing this in across the site, starting with the areas that matter most.
Each content reviewer meets the required standards to become a channel expert.
That means:
They specialise in a specific mortgage type (e.g. bad credit, self-employment, unusual income)
They help people in that situation every day
They know the quirks, exceptions, scenarios, mortgage deals and lender criteria inside out
Channel experts don’t just sign off the content. They shape it.
That includes:
Highlighting common pitfalls or lender behaviours to watch out for.
Debunking myths that might otherwise mislead readers
Adding insider knowledge (e.g. lenders loosening criteria that might now open doors for users)
Including real-world questions customers ask that aren’t answered elsewhere
Different types of video featuring these channel experts will become more and more prominent on their relevant pages
This helps transform generic mortgage information into truly helpful guidance – bringing their experience to the website. We want to create content that feels like you’re having a real conversation with a verified expert through the page.
The OMA comparison tool is powered by live lender criteria and product data. It updates daily.
We use it to:
- Spot patterns in the market
- Validate specific lender rules or exceptions
- Link to actual results filtered by topic (e.g. “55 lenders allow CCJs in the last 3 years”) that are auto updated daily. You’ll know it’s a live link when this icon is used.
This means our content reflects what’s happening in the market right now.
In future, we’ll be investing more heavily into OMA Live content injection.
This will include making the content more interactive and surfacing relevant topics like:
- Live rate ranges
- Min/max affordability
- Deposit thresholds by mortgage type
- And much more
We may occasionally use AI tools (but always with heavy human involvement) to help shape ideas and planning, refine tone and improve structural tidiness. But the actual writing is always performed by a human.
All writing is done by our internal team, and all reviews are handled by our MD, Pete Mugleston, and our channel-expert advisors.
This means we can do things like:
- Spot when something sounds right but isn’t
- Update when lender rules change
- Call out misleading generalisations
- Lender and product data updates daily via the OMA Engine
- Advisors take ownership of their topics and check in regularly
- When updates are needed, they brief our team, who handle formatting and upload
We’re also starting to include video explainers from experts directly on relevant pages.
Our publishing process
- Every article has a single author (usually Pete Mugleston, our MD), who reviews every major new article or significant content change performed under his name
- It is then reviewed a second time by a designated channel expert before being marked as accurate
- You’ll see who reviewed the page, what their specialisms are, and you can click through to their profile Add an example screenshot
Not every page has this yet – but every new and updated page will.
How you can help
We care about getting this right. If you spot something outdated, unclear, or possibly incorrect, please email:
📬 [email protected]
We’ll route it to the right person and respond quickly.
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Summary
Our content exists to help people make better decisions – not just to drive clicks.
- It’s based on real data, and shaped by real experts
- It’s written for humans, not algorithms
- It’s part of a wider mission to make mortgages clearer, fairer, and more human
A sea of sameness exists on the internet. Most of the content says more or less the same thing, in a different way. Advice and information is written for search engines not users and is often vague and ambiguous – this isn’t helpful to the reader.
We’re not perfect. But we’re aiming to build something that deserves the utmost trust, and we’re trying to level-up the quality and specificity of mortgage information online to improve outcomes for borrowers and help ensure they make better decisions.