Specialist Buy-To-Let lender Fleet Mortgages sets out to differentiate itself from competitors by lending to "those who can afford it" - and no one else.
The strategy is simple: establish that successful borrowers can, not only afford the loan now but will be able to pay it back even when and if there are any shocks - like an interest rate hike or a reduced income.
Fleet Mortgages do not go in for boasting how much they have lent. As CEO Bob Young says, what Fleet does "isn't sexy", but his team always aims for the best quality to serve the interests not just of the borrower but the introducer and Fleet Mortgages itself.
The business, which started lending in 2015 and made a £2 million profit in its second year of trading, is a specialist lender that is headquartered in Fleet, Hampshire.
It lends exclusively through the intermediary sector, offering its Buy To Let mortgages to residential landlords in addition to limited companies and people looking to finance Houses in Multiple Occupation (HMOs).
Young, who was previously with CHL Mortgages, another Buy-To-Let specialist, leads what is regarded as one of UK lending's most experienced management teams. He is supported at Fleet Mortgages by a core group of ex-CHL executives and staff that he brought over with him.
Fleet leans heavily on this experience within the business, and although it brings in automated credit tools to speed up the process, the real emphasis is on working with quality underwriters, many of whom have worked with the management team for more than 10 years.
Fleet Mortgages offers a dedicated service to its intermediary partners, which helps ensure its processes and products are relevant, current, and a reflection of what the market needs at a particular moment in time.
Another key part of the Fleet philosophy is that everyone should be treated fairly, whether they are customers, valuers, brokers or lawyers. Price is the least important element of the business's competitive aim. More important are service, accessibility and criteria.