— Case Study
L&C Mortgages had great stories to tell. FCA compliance meant they could barely tell any of them.
L&C Mortgages is one of the UK's largest fee-free mortgage brokers, with genuine expertise to share - but in a regulated industry, "just post it" was never going to be an option.
As a team who enjoy building systems as much as we enjoy building content, we saw an opportunity to make compliance a foundation rather than a roadblock. Here's how we did it.
KEY INSIGHTS
Challenge
L&C Mortgages wanted to increase brand awareness and engagement while streamlining content creation in a highly regulated industry.
Diagnosis
Strict FCA and internal compliance requirements meant every post had to pass through multiple layers of approval. The challenge wasn't a lack of expertise or stories to share, but creating a reliable process that allowed content to move forward without compromising compliance.
What We Did
We developed a structured monthly content calendar focused on mortgage advice, practical guides and audience engagement. Alongside this, we built a bespoke approval process with clearer sign-off stages, longer lead times and collaborative planning to identify potential compliance issues early. The resulting content prioritised education, helping first-time buyers navigate the mortgage process with confidence.
Impressions generated
Engagements achieved
Link clicks driven
The Challenge
Despite their size, L&C Mortgages were struggling to stand out in a saturated market. They needed to boost brand awareness, streamline a slow content creation process, and grow engagement on platforms like LinkedIn and Facebook.
The Diagnosis
As a finance brand, L&C Mortgages was subject to significant red tape and regulation. Every piece of content needed to move through a chain of approval involving both the FCA and L&C's internal compliance team. The bottleneck wasn't a lack of stories to tell - it was building a process that let those stories get told without compromising compliance.
What We Did
We developed a monthly content strategy built around L&C's primary selling points - mortgage advice, guides, and engagement-focused content - with each day of each month filling out the overarching theme for that period.
To work within the regulatory demands of the industry, we built a bespoke approval process from the ground up: increased content lead times, clear layers of approval across multiple stakeholders, and a collaborative approach to ideation that caught potential issues early rather than late.
With that structure in place, content for L&C's main pages focused on education - helping primarily first-time buyers build their knowledge of the mortgage process with confidence.
Our Human-First Approach
Behind every approval chain are people, and at L&C Mortgages there were a lot of them: an internal compliance team, multiple stakeholders, and the FCA rules they all answer to.
We designed the process around them, with longer lead times, clear layers of sign-off and ideas developed together, so problems surfaced early. That freed the content to focus on the people L&C Mortgages most wanted to help: first-time buyers, learning the mortgage process with confidence.
The results are in
Over six months, L&C Mortgages turned a slow, compliance-heavy process into a consistent stream of content that reached and engaged a growing audience, achieving over 1,400,000 impressions.
The content that moved the numbers
Clear, educational content built for first-time buyers cut through a saturated market - proof that a highly regulated brand can still show up consistently and build genuine engagement.
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