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Small provider aims to make mortgage market splash

Date: Tue, 09 August 04 Analysis

Norwich-based mortgage business First Active has set a target of becoming one of the high street's best-known brands following a major launch.

First Active is to lead the Royal Bank of Scotland's charge into the hugely competitive mortgage business. This week it launched a range of straight-forward mortgages under the tag line: The Way Mortgages Are Meant To Be.

The new products will be supported by a multi-million pound promotional campaign, including television adverts, press and poster advertising.

First Active initially launched two products in June in England, Wales and Scotland exclusively through intermediaries.

Now it is aiming to sell its products straight to the public over the phone and through the internet, as well as through intermediaries such as financial advisers.

Jayne-Anne Gadhia, managing director of the One Account, said the aim was for First Active to become a well-known mainstream lender.

"We are spending significant sums of money to develop a presence and then maintain it," she said.

"Our aim is to get our name out there as we believe there is a market for our products.

"We have been delighted with the support First Active has received from intermediaries since our initial launch in June.

"The combination of great rates with fast and streamlined set-up service has been a real winner with intermediaries and their clients."

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