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Criteria-Driven Product Intelligence
for Buy-to-Let Lenders
See where your products really rank in broker searches and why.
Genie shows how criteria and affordability drive outcomes, helping you protect margin, spot profitable niches, and compete with confidence.
Whether you are a key player or a niche operator, we help you to maximise your margin in each segment.
For Market Leaders:
Maintain your top-tier position by defending margin without under-pricing.
For Niche Players:
Identify the underserved segments where you can compete, differentiate, and maximise margin
Our intelligent tool provides updates daily with data from :
100
+
Lenders
2,000
+
Mortgage Products
10,000
+
Lending Criteria and Affordability Rules
10
+
Years experience*
We transform complex, fast-moving market data into intelligence lenders can act on with confidence.
Why It's a Critical Moment for Buy-to-Let Lenders
Greater Margins
Rising Regulation
Increasingly Complex Borrower Profiles
This means lenders can no longer rely on pricing alone to compete. Broker searches are now driven by lending criteria, affordability, and borrower profile — particularly for specialist cases. It's stress testing, rental affordability, and criteria — not merely rate — that impact whether a deal completes.
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Lenders that understand why their products win or lose in real broker searches can:
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Protect margin instead of racing to the bottom
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Target underserved niches with confidence
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Design products that fit today’s market
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Make faster, smarter product and pricing decisions
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Genie exists to provide that clarity to lenders.
Genie
Your Criteria-Driven Intelligent Tool to Maximise Your Buy-to-Let Margin
Genie is a specialist product intelligence and market‑positioning tool designed exclusively for buy‑to‑let lenders. It enables lenders to analyse, position, and design mortgage products for both the mass market and defined niche segments using real criteria and affordability data — not just headline pricing.
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In a market where margins are under pressure and niches can provide market opportunity, Genie helps lenders confidently identify where they can compete, differentiate, and maximise profitability.
What Makes Genie Different?
Not Just Price. Real‑World Product Performance
Criteria-Led Insight
See how full lending criteria drives real broker search results — not assumptions or headline rates.
Affordability Intelligence
Understand affordability factors that influence outcomes, run rental stress tests and view minimum rent requirements.
Market Positioning
Know exactly where you sit across LTVs, property values, and niche borrower scenarios.
This delivers actionable insight into how brokers actually experience your products in real cases.
Built for Clearer Product Positioning
Genie allows lenders to analyse product performance across clearly defined Buy‑to‑Let segments, including:
Limited Company
Buy-to-Let
HMOs
MUFBs
Specialist EPC /
sustainability‑led lending
Expats
Foreign Nationals
Genie Shows How Products Perform Across:
Affordability thresholds
Loan‑to‑Value (LTV) bands
Property value ranges
What Genie Delivers
Market Visibility
Understand how many lenders you compete with in each niche and segment.
Affordability
Intelligence
Analyse key affordability drivers, including:
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Minimum rent required
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Stress rates
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Affordability factors
True Ranking Insight
​See your actual position in broker searches, driven by detailed criteria and affordability rules — not assumptions.
Full Transparency
Drill into any result to see:
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Competing lenders
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Product details
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Criteria references and sources
Price, Cost Comparison
Benchmark your rates and fees against the wider market within the correct criteria context.
Product Modelling Before Launch
Model and position potential new products before going to market, helping you:
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Target the right niches
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Avoid cannibalisation
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Maximise margin from day one
How Genie Works
01
Define Your Target Market
Start by setting your scenario—from specific borrower profiles to segments like HMO, MUFB, or Expats. Define LTV, property value, and rental assumptions for real-world accuracy.
02
Apply Lenders' Criteria & Affordability Rules
Genie scans the market using every lender's criteria and affordability rules, not just headline pricing, including rental stress testing and policy rules. See which products actually pass the broker’s search filters, which fail before price is even considered.
03
See Where Your Products Sit in the Whole Market and Why
Use the interactive results matrix to see where you appear across LTVs and property values. Identify exactly where you dominate, compete, or are currently absent. You’re not guessing where you sit — you can see it clearly, visually, and instantly.
04
Understand What Drives Wins, Losses and Missed Opportunities
Drill into any result to see competing lenders and products, the exact criteria or the affordability rule driving inclusion or exclusion. Understand how stress rates, minimum rent or policy details affect your ranking. This gives you true transparency into broker-side decision-making.
05
Identify Profitable Niches & Market Gaps
Quickly spot underserved niches with thin competition. Avoid overcrowded segments and find areas where small criteria changes unlock massive volume. This allows you to maximise margin rather than race to the bottom.
06
Model Product Changes Before Launch
Genie allows you to model and position new or revised products before going to market. You can adjust criteria, change the price to test new niche strategies, ensuring you launch with confidence from day one.
Benefits Genie Brings: Instant Clarity on Where You Can Win
At the heart of Genie is an interactive results matrix that provides an instant, visual overview of:
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Where your products appear across LTV and property values
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How many competitors you face in each segment
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Where you dominate, compete, or are absent entirely
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This allows lenders to quickly​
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Compare product
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Explore niches
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Spot opportunities
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