FINANCE between Aldermore and the broker , and the broker and the customer ,” says Johnson . “ Once the product is originated , the relationship shifts to one that ’ s between the customer and us . We need to have great information going into the marketplace to show the benefits of doing business with Aldermore , and what people can expect from us .

“ The fact that we don ’ t have any branches does mean that the channels to the customer are pretty broad – either via a basic SMS type of messenger , through electronic medium , internet channels , or mobile apps .”

Aldermore ’ s ongoing focus on the customer and their needs means flexibility and a dynamic approach as customers ’ needs change over time .

“ It wasn ’ t long ago that we spoke about digital marketing , which was pretty much an origination of a first point of contact interface ,” Johnson explains . “ Now , the customer wants their whole lifetime managed through the digital experience where they can self-manage and self-serve .”

When asked what makes the company stand out , Johnson hands the issue over to the point of view of Aldermore ’ s customers , stating that “ other people decide why we ’ re different and tell us in the reviews they leave us ”. The key , he says , is transparency to the customer , ensuring that what they see is what they get , and that

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