01 · REACH
Reach more buyers
Finance matched to the ideal buyer of every home, with offers only you have, so more of the people who want to buy can.
UNLOCKING HOME SALES
Make finance
your competitive
advantage.
Customer financing at the point of sale, as a service—built around your housebuilding business, its needs and objectives.
Explore the service ↗MORE BUYERS THAN HOMES
There are more buyers than homes.
Most of them can’t buy one.
3.6 million renting households say they want to buy, but a mortgage caps most of them below today’s prices, so they can’t. If your homes aren’t selling, that isn’t weak demand. It’s buyers the market can’t reach.
8.7m
renting households in England
DWP Family Resources Survey, 2024-25
3.6m
say they expect to buy a home
English Housing Survey, 2024-25
4.5×
the income multiple most buyers are still capped at
Bank of England high loan-to-income limit
The maths doesn’t meet
A household on £35,000, around the middle for renters, can borrow roughly £160,000. That is a long way from what a first home actually costs today.
Mortgage reach illustrative at 4.5× income; varies by lender and circumstances. First-home prices: Halifax First-Time Buyer Review, 2024.
Lenuity bridges that gap. We build finance around the specific barrier each buyer faces and deploy it on demand, for the plots and buyers you choose, so more of them can complete on your site.
See the buyers you’re missing on your development ↗Sources: English Housing Survey 2024-25; DWP Family Resources Survey 2024-25; Halifax First-Time Buyer Review 2024; Bank of England. Figures are illustrative and for general information; they are not a mortgage or finance offer, and individual eligibility varies.
A PROVEN MODEL, NEW TO THE UK
The biggest housebuilders in America all run their own finance arm.
Car makers proved it first: finance your own customers and you sell more, faster, and the finance itself becomes a major income. America’s largest housebuilders built the same thing. UK builders are the ones still handing their buyers, and the advantage with them, to lenders, where you are not the customer, your business objectives aren’t relevant, and the lender has its own priorities.
Each runs its own in-house finance arm
finance armD.R. HortonDHI Mortgage
finance armLennarLennar Mortgage
finance armPulteGroupPulte Mortgage
finance armNVRNVR Mortgage
finance armToll BrothersToll Brothers Mortgage
The same model car makers have used for decades: Ford Credit, Toyota Financial Services, VW Financial Services.
Lenuity gives you the same advantage, run for you as a service, where you are the customer and the finance follows your priorities. The model the giants built in-house, without you having to build a bank.
America’s largest housebuilders by volume; each operates an in-house mortgage or finance arm. Source: the companies’ own disclosures. For general information, not a recommendation or offer.
WHAT YOUR OWN FINANCE ARM DOES FOR YOU
Six ways finance becomes your advantage.
The biggest win is reaching buyers others can’t. But it isn’t the only one: your own finance arm works right across your sales operation.
02 · CERTAINTY
Speed and certainty
The buyer, home and offer are known before the home goes on sale, so completion is designed for around 14 days, with fewer fall-throughs.
03 · PRICE
Full-price sales
Targeted finance offers instead of headline discounts, so your prices hold and your development-finance costs fall as homes sell faster.
04 · MOMENTUM
A marketing lever
Exclusive, dynamic offers on selected plots or a limited period, to move specific stock and build sales momentum.
05 · ECONOMICS
Stronger site economics
Your capital is invested in the finance, not spent on discounts, so it returns over time instead of being written off.
06 · CONTROL
One coordinated service
A streamlined sales system you control, with Consumer Duty at its heart, not a fragmented stack of lenders and brokers.
FINANCE WITH A COMMERCIAL PURPOSE
The right offer.
The right home.
The right moment.
Create targeted financing offers for any plots you choose, a single home or a limited period, within your programme’s agreed arrangements.
Illustrative scenario. Subject to agreed terms and applicable lending assessments.
ILLUSTRATIVE DEVELOPMENTSELECT ANY PLOTS
2 of 6 plots selected
CUSTOMER FINANCING IS A SUPERPOWER
Make homeownership more accessible
for your customers.
Buy By Phone.
A game changer for affordability.
Buy By Phone lets your customers buy an initial share, pay rent on the part not yet owned, and choose when to purchase further equity.
Rent does not buy ownership. Rent and other housing obligations still apply.
Explore Buy By Phone ↗Help investors.
Help first-time buyers.
A route for overseas investors to support first-time buyers through shared ownership—retaining an investment interest with rental income and the potential for capital growth.
Returns and capital growth are not guaranteed. Maintenance responsibilities depend on the agreed legal arrangements.
Explore Let to Sell ↗LET’S START WITH YOUR DEVELOPMENT
Your homes.
Your ambition.
A new advantage.
Lenuity brings financial product design and customer financing together around your sales objectives—helping you achieve faster sales completions and a competitive advantage.
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