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Habito positions itself primarily in the mortgage brokerage and home-buying space, with a key focus on simplifying the process of acquiring a home and handling associated financial aspects, such as mortgages and legal proceedings.

Key Focus Area:

• Habito concentrates on easing the pains associated with obtaining a mortgage and buying a home. This involves providing services to both first-time buyers and those looking to remortgage or switch existing mortgage deals.

Unique Value Proposition and Strategic Advantage:

• The company offers an all-encompassing home-buying service, which stands out by integrating mortgage brokerage, legal work, and property surveys into one comprehensive service.
• Habito's strategic advantage lies in their digital-first approach, offering expert mortgage advice and application services online, which aims to minimize traditional paperwork and streamline the process.
• They emphasize impartiality by ensuring advice remains unbiased since they explore an expansive market of over 90 lenders.

Delivery on Value Proposition:

• Free Mortgage Brokerage Service: Customers receive free access to expert mortgage advice and can apply online. Habito is compensated by lenders, not by customers, which underscores their promise of free service.
• Complete Home-buying Package: For a starting fee, Habito proposes a comprehensive service that includes mortgage arrangement, legal conveyancing, and property surveying—essentially managing all administrative aspects of home buying.
• Personalized Support: They claim to provide a personalized experience with their "qualified mortgage broker and case manager," offering support throughout the process.
• Protection Products: Understanding that life is unpredictable, Habito also offers advice on insurance products to protect homeowners from potential risks like critical illness or loss of income.
• Digital Tools and Education: To further support buyers, Habito provides digital calculators, comparison tools, and educational resources to inform and assist users in their home-buying journey.

This model aims to offer simplicity and peace of mind to customers during what is often an overwhelming experience. Despite the reassurance of comprehensive services and no customer-facing fees for mortgage brokerage, it's important to view these claims through a critical lens, as this information primarily serves promotional purposes.