LIFE & MORTGAGES

Life & Mortgages launched around a clear niche: complex cases a standard bank or call centre could not handle. There was no existing website.

• New advice businesses carry a harder trust problem than most launches, and many clients who need this kind of advice have already been turned down somewhere else and arrive sceptical
• Without a track record on the page, every visitor had to take Lewis's expertise on faith alone
• There were no reviews, no process explanation, and no compliance disclosures in place to reassure a first-time visitor

Kickass Online built the site to put Lewis's ethos into practice from the first click, not just describe it.

• Position against the market: The site was written to answer why choose an independent adviser over a bank or a hard-to-reach local broker, framing Life & Mortgages as the credible third option.
• Plain-English messaging: Every explanation, from residential mortgages to equity release, was written to be understood rather than to sound impressive, matching the "approved and understood" promise at the centre of the brand.
• One adviser, one process: A dedicated adviser profile and a three-step "how it works" section make clear that one person handles a case from first call through to completion.
• Compliance built in: Full FCA regulatory disclosures, including the firm's Appointed Representative status and FCA number, were woven into the footer without disrupting the reading experience.

The site launched in 48 hours with a clear FAQ section that pre-empts the exact questions a sceptical borrower would ask, fees, bank versus adviser, life insurance duplication, remortgage timing, turning a cold visit into a warmer first conversation.

Life & Mortgages went from zero to fully live in 48 hours, with four core service lines (residential mortgages, protection and insurance, specialist finance, and equity release) live at launch and 100% FCA compliance built in from day one. The website showcasing their services and their 5.0-star rating across 43 Google reviews