Intermediary Intel: Q2 2026

Introducing Intermediary Intel

Introducing Intermediary Intel, a quarterly research piece produced by Principality Intermediaries designed to provide market and customer insight for brokers.

In our first edition, we dive into our latest broker tracker (Wave 8) to understand the dominant driver of broker satisfaction with lenders.

What we found

After 3 research waves in the last 18 months, lenders meeting a wide range of customer needs through flexible lending criteria continues to be the current dominant driver of overall broker satisfaction with lenders.

Lenders using common sense when making decisions is brokers’ next key driver of satisfaction.

And, when asked what the main selling points of specific lenders were, speed of service, range of products and lending criteria and limits were the top reasons brokers were attracted to them.

Principality has conducted their Broker Tracker Research with IFF Research since 2021. It is conducted twice a year with 350-400 brokers from all over the UK.

Principality has used its bi-annual research to understand broker priorities and track performance against their strategy and their 3 broker promises – flexible thinking, experts on hand and providing certainty.

In comparison with 5 of the UK’s leading building societies, including Nationwide and Accord, Principality continues to improve its ratings on its broker promises and key drivers.

93% of brokers agree that Principality are delivering well on all 3 promises.

They also lead on the current dominant driver of broker satisfaction meeting a wide range of customer needs through flexible lending criteria, as well as using common sense when making decisions and clarity and relevance of their online information.

A word from our National Intermediary Manager, Helen Lewis

Helen Lewis, National Intermediary Manager, Principality Intermediaries, said: ‘Our broker tracker research continues to help us shape our products and services to make a real difference for brokers and their clients. We’re delighted with the headlines from the latest round of research, which indicates that the improvements we’ve made to our online content and our recent re-organisation to provide more BDM support to brokers is working. We’ll continue to respond to the feedback brokers give us.’ 

Want more information?

For more information on how Principality Building Society can help with your client’s mortgage  or contact our broker support team on 0330 333 4021. 

Alternatively, you can find more information on Principality Intermediaries website or follow us on LinkedIn.

*Source: IFF Research Mortgage Broker - January 2026