There's no shortage of vanilla lenders in this industry. We're talking primarily about non-banks that compete mainly in the insured/insurable space and offer similar products and service levels as their rivals.
Becoming un-vanilla isn't easy when you're a non-bank forced to rely on securitization and third-party banks for funding—like all your competitors. We get that. But the biggest broker-channel lender in North America (perhaps the largest lender on earth, as measured by originations) is also a securitizing lender. And it's found multiple ways to differentiate itself.
We're about to examine one such way. It's a strategy—in the age of YouTube and social media—that makes you wonder why more Canadian broker lenders don't do the same.