Why eligible homeowners hold back

Many eligible homeowners rule Bee Mortgage out before serious consideration.

Those who continue are most likely to hesitate when they cannot establish that the product is relevant, that their home remains protected and that the long-term consequences are understandable.

10%
know the product well
26%
are unsure whether it applies to them
42%
see borrowing against the home as high risk

What the evidence suggestsModerate confidence

The seven forces shaping whether customers act

The forces follow the customer decision journey, from recognising relevance to deciding whether the outcome is worth pursuing.

Primary forces

01RelevanceEntry gateModerate evidence“Is this a product for someone like me?”Customers rule the product out when they do not recognise themselves in it.
02Safety and controlCore barrierStrong evidence“Will I remain safe and in control of my home?”Customers fear losing ownership, independence or control of their home.
03Cost and clarityDecision consequenceStrong evidence“Can I understand what this will cost and how the debt could change?”Customers hesitate when the long-term cost is hard to picture.

Supporting forces

04TrustConfidence requirementModerate evidence“Can I trust the people and organisation behind this?”Customers need confidence in the provider, the advice and the safeguards.
05Family and identitySocial and identity barrierModerate evidence“Can I explain this choice to my family and still feel responsible?”Inheritance expectations and family reactions weigh on the decision.
06AlternativesCompeting optionModerate evidence“Is this better than waiting or using an option I already know?”Doing nothing, downsizing or drawing on super feels safer because it is familiar.
07PossibilityPositive motivationEmerging evidence“What could this safely make possible?”A valued goal gives customers a reason to act once concerns feel manageable.

Next: translate these forces into what customers need to understand, trust and feel.Continue to customer requirements