Making mortgages feel less daunting for Credicus
The brief
Write financial services content for Credicus across email, CRM, blog articles and adviser profiles.
Make complicated mortgage decisions clear and manageable for people who aren't mortgage experts. Build confidence in seeking advice, using human language without a hard sell.
My approach
I started with the concerns behind the mortgage decision - needing more space, wondering whether to move and feeling unsure about the options. That gave the content a familiar starting point, with room to explain the financial choices in plain English.
I shaped each piece around its job:
Emails sparked interest.
Blog copy gave the subject more space, helping readers consider their next step.
Adviser profiles introduced the person behind the advice, making getting in touch feel more comfortable.
Across the work, I kept the tone calm, useful and conversational, giving people reasons to engage without pushing them towards a decision.
Email + CRM - selected copy
Nothing noisy or salesy.
Just the things that matter when you’re planning your next step.
Need a hand?
Finding the right mortgage can feel overwhelming, but it doesn’t have to be.
Whether you’re buying, remortgaging or just exploring options, we’ll help you move forward with confidence.
No pressure.
Just straightforward advice based on what’s best for you.
The same subject, shaped for two different jobs: an email to spark interest and a blog to help readers explore their options.
Email teaser - selected copy
Thinking of moving? It might not be your only option.
Many homeowners assume moving is the next step. But it isn’t always the only option - and it’s not always the one that makes the most sense once you look at it properly.
Blog opening - selected copy
Article written for Credicus, published under the client’s byline.
Should you move or remortgage - and how do you decide?
There comes a point where your home just isn’t working as well as it used to. Maybe you need more space, a better layout or a different location altogether.
For many people, the immediate thought is to move. It feels like the natural next step. But it’s not always the only option - or the one that feels like the right fit once you take a closer look, especially with how lending and costs have changed in recent years.
Adviser profile copy
I’m Aga, one of the mortgage advisers at Credicus.
Big property decisions can feel overwhelming, especially when it’s your home and your money.
That’s why I take the time to listen first, then help you find the right mortgage for your situation.
We’re fully impartial, which means we don’t push products or favour certain lenders.
Our advice is always based on what’s best for you. If you’d rather talk things through, give me a call or drop me an email and we’ll take it from there.
No pressure. Just an honest chat about your options.