The campaign aims to look beyond the surface of applications and show that specialist lending does not need to be complex.

It attempts to showcase various customer types, including self-employed workers, business owners, entrepreneurs with a short work history, Help to Buy borrowers and expats.

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Louisa Sedgwick, director of sales of mortgages at Vida Homeloans (pictured above), said: “Specialist lending is continuing to grow and has become an important part in the intermediary sector.

“With the high street lenders’ perception of a ‘perfect borrower’ becoming increasingly unrealistic, specialist lenders play a crucial role in helping turn generation rent into generation own by catering for those underserved by mainstream banks and building societies.

“Our ‘Every mortgage tells a story campaign’ has been launched to highlight that there is a real person, with a real story, behind every application.”