Know what matters to your client before you walk in the room
KYP helps mortgage advisers build rapport faster — by giving you a clear picture of what your applicant actually cares about, before the first meeting.
Try it — Question 1 of 5
Which matters more to you?
The problem
Applications rest on what's said, not what's meant
An applicant says, "we want the cheapest rate." An adviser hears a number.
But is rate really what's driving them, or is it certainty of approval, speed to completion, overpayment flexibility, or simply wanting someone to explain the process in plain terms? Would they trade a little on rate for the reassurance of getting it done without stress?
Traditional qualification focuses on the surface facts: rate, term, budget, product. Useful, certainly, but rarely the information that determines whether an applicant sticks with you or drifts elsewhere.
The real drivers lie beneath the surface. Speed versus certainty. Rate versus flexibility. Cost versus peace of mind.
These priorities rarely emerge in a fact-find or a web enquiry form. Applicants often haven't consciously articulated them, even to themselves.
They only become visible when someone is forced to choose between competing things they actually care about.
Those choices reveal what an applicant genuinely needs from the process — before the conversation has properly started.
How it works
From enquiry to insight, in five steps.
Enquiry call
Client calls in — nothing changes about how you take the enquiry.
Link sent
A neutral ichoose.uk link goes straight to their phone or inbox.
Session run
A short series of head-to-head choices — no forms, no jargon.
Client sees results
A simple, clear ranking of their priorities.
You get the report
Full detail, ready before you call back.
The solution
A clear, evidence-based picture of what someone actually wants
Instead of asking an applicant to rate a list of priorities in isolation, KYP presents a short series of simple head-to-head comparisons.
Each one asks a single question: Which matters more to you?
Rate or certainty? Speed or flexibility? Cost or peace of mind? One choice at a time, surfacing priorities that would otherwise stay hidden.
An applicant completes the process in just a few minutes, on their own device. No leading questions, no sales bias, and no opportunity to mark everything "important."
The result is a clear picture of what that person values most, and how they're likely to make their decision.
See how the comparisons work →
Now you know which points to lead with, which concerns to address first, and what will actually resonate — because you know what this applicant ranked highest, and what they need to hear to stay engaged with you.
Conversations become more relevant. Applicants proceed with you rather than drifting elsewhere.
Because the difference between a recommendation and a match is understanding what truly matters.
The old way
Guess based on what was said.
Applicant gives a number, adviser assumes fit. No clarity on what actually matters. Discovery drags, applicants drift.
Result: low confidence, wasted time, lost applicants.
The KYP way
Discover actual priorities.
The applicant chooses in a direct head-to-head comparison. Real preferences surface. You lead the conversation with what actually counts.
Result: confidence, faster rapport, applicants who stay.
Time is money
How much is applicant drop-off costing you?
Move the sliders. This is time already spent before an applicant disengages or goes elsewhere.
spent on applicants who went elsewhere or disengaged, before you'd have known it.
Built for the mortgage conversation
Every mortgage starts with the same problem: working out what the applicant actually wants. KYP solves it before you meet.
The mortgage adviser
Building rapport with the applicant
Understand what matters to an applicant early, so the conversation feels personal from the first call.
See how it works for advisers