The firm said that the advertising campaign will “solidify Habito’s position as a leading innovator” while showing its “seamless and efficient mortgage journey”.
The advert, which will feature at 35 tube stations, will contain information on the broker’s “user-friendly digital platform, expert advice, and commitment to making mortgages easier with transparency and simplicity”.
The firm said that it was aiming to connect with a “broad audience of commuters” including homeowners and first-time buyers, and it wanted to distinguish itself as a “customer-centric brand”.
The company also confirmed that it would be bringing out “integrated marketing initiatives” across various channels to further raise awareness and “showcase its commitment to revolutionising the mortgage industry”.
Ying Tan (pictured), Habito CEO, said: “As Habito looks towards growth, we are thrilled to launch this tube advertising campaign to further raise awareness about our unique approach to mortgages.
“Our goal is to empower customers with the tools and knowledge they need to make informed decisions about their mortgages, and our presence on the London tube network will play a key role in achieving this.”
The mortgage broker’s adverts have previously come under fire from the Advertising Standards Authority (ASA), with a complaint about its long-term fixed rate mortgage advert in 2022 misleading about rising interest rates upheld.
Complaints to ASA about its “mortgage kama sutra” advert with suggestive sexual positions and a werewolf advert were not upheld.
Last year, Tan joined the business as CEO, and led the funding round supported by the broker’s existing investors Augmentum Fintech, SBI Investment, Volution and Bootstrap Europe.
The broker has gone on to achieve its first monthly profit in 2023, with the aim to be fully profitable this year.
It has also teamed up with Propflo on a broker retrofit tool for homeowners and rehired Lizzie Markham, Teddy Cenaj and Jamie Gardner to lead a new specialist team.
