The past decade has seen a massive shift in the way consumers compare and buy financial products. Traditional broker services have digitalised on mass, and most consumers seeking credit visit online platforms and comparison sites. But what’s clear from our research is that consumers seeking financial lending products feel blinded by choice. 

Often the choice isn’t real, as it includes options consumers aren’t actually eligible for, leading to frustration and confusion. As a result, consumers are delaying or completely avoiding making financial decisions.

Brian Brodie, CEO of Freedom Finance


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