Two launches, one shared ambition

September 4, 2026

It is no new news that buying a home rarely happens in a straight line. There are periods of research, saving and planning, moments when things move quickly, and plenty of stops, starts and changes of direction along the way.

For the past eight years of our existence as a business, we have supported firms with figuring out how to support their customers throughout that journey in full, rather than only appearing when they’re ready to talk about a mortgage.

Two recent launches with Standard Life and Santander show different ways we’re helping firms go the extra mile for homebuyers.

Bringing AI Coach to Standard Life’s Homebuyer Hub

Standard Life’s Homebuyer Hub already helps people navigate the financial side of buying a home through personalised journeys, content and interactive tools.

The launch of AI Coach adds a new way for users to engage with that experience.

Rather than searching through information to find what’s relevant, users can ask questions in a conversational format and receive answers grounded in the trusted content, data and tools within Homebuyer Hub. With permission, AI Coach can also use information a customer has already shared to make those conversations more relevant to their situation, while keeping the customer in control.

It’s an example of AI being used not as a standalone feature, but as another way into an existing financial wellbeing experience. One that can make it easier for people to find, understand and act on the information that matters to them, rather than assuming they know which route to take from the get-go.

Taking Santander’s My First Home beyond the app

At Santander, the latest development is about opening the door to more prospective homebuyers.

My First Home was originally available within Santander’s Mobile Banking app, giving existing customers digital support to understand where they are on their home ownership journey, what might come next and how they can prepare. It is now also available on Santander’s public website.

That might sound like a relatively simple change, but it significantly expands the role the experience can play. People no longer need to be an existing Santander customer or logged into the app to start exploring their homebuying journey.

It means Santander can engage people earlier, including those who may only just be starting to think about buying their first home, and provide useful support before a product conversation is necessarily on the table.

Meeting homebuyers wherever they are

These two releases reflect different developments, but they are working towards the same goal. Homebuying support doesn’t need to begin with a mortgage application, and digital engagement doesn’t need to be confined to one channel or format.

Whether it’s making support publicly accessible or introducing AI to help people navigate it more naturally, the opportunity is to be useful across more of the homebuying journey.

Because for most people, buying a home isn’t one financial decision. It’s a series of decisions, questions and actions that can unfold over months or years. Financial services has an opportunity to be there for more of them.