More Than A Number: Why Mortgage Decisions Need Deep Empathy

Mortgage decisions are more than just a number. They’re emotional, high-stakes moments that shape people’s lives, security and sense of control.

In this webinar, Rich Preedy and Katrien Gunn explores how UK consumers really feel about mortgages, through the language they use everyday. Drawing on large-scale social intelligence and AI-powered analysis, we unpack how first-time buyers, remortgagers and home movers talk about mortgages online, and what this reveals about anxiety, pressure, resilience and trust.

You’ll see how empathy can move from insight to action. We’ll share how Verve Intelligent Personas and Simulations (VIPS) bring real consumer emotion and context into decision-making, helping financial services teams design products, propositions and communications that genuinely reflect lived experience.

The session includes an example from Principality Building Society, showing how these approaches have been used to support mortgage strategy for first-time buyers, grounding innovation in real human truth.

This webinar offers a fresh perspective on mortgages, and a clear view of how AI and empathy can work together to drive more confident,customer-centred decisions within the financial services sector.

Watch now to understand how mortgage customers do feel, and why that matters.

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