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Habito releases new “Hell or Habito” ad campaign

Online mortgage broker Habito has released the details for its new advertising campaign, “Hell or Habito”.

The images depict “hellish” confusion on one side, which is supposed to represent the traditional mortgage application process, and a heavenly experience on the other.

Habito says that according to its research, 58 per cent of mortgage holders are hesitant about switching due to the language used in mortgage contracts, which the broker says costs customers £15.5bn a year.

The artist behind the imagery is Californian Jimbo Phillips, whose background is in graphic design for the skateboard industry.

The posters (pictured above) will go up from Monday 10 September, and digitally and on TV from Monday 24 September.

Habito founder and chief executive Daniel Hegarty says: “So many consumers have a hellish experience getting a mortgage, with over-complicated language leading to unnecessary confusion at every turn. This can take both a financial and emotional toll at what should be a really happy and exciting time.

“We’re making mortgages easier with a jargon-free, quick application process that’s saving people money.”


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  • Simon Murray 7th September 2018 at 6:28 pm

    Desparate stuff from online brokers. When you sit down with a face to face with an advisor you learn a lot more and save yourself a lot of time with the paperwork. Sad people