The lender will be the provider of ITV Local Mortgages.
This will be available though through ITV Local, ITV’s new regional broadband TV service, which is pre-sently only available in the London, Meridian and Central areas.
The service will be the first to use video to talk customers through issues affecting each sector of the mortgage market. Customers will then be able to apply for their mortgages through the broadband TV service.
Mark Chilton, chief executive of Purely Mortgages, says: “We are a major plank in the growth strategy of ITV Local, which is the first online regional multi-channel TV service in the world.
“We have accelerated our use of video online to inform our customers. At the moment, the video we use only streams one way but soon we will have the capability to talk to customers directly and arrange their mortgages virtually.”