The data and insight partnership will initially focus on prospective first-time buyers using anonymised data captured by Life Moments from users of their coaching app, FirstHomeCoach.

By coaching people from saving up through to moving in, FirstHomeCoach gathers contextual insights whilst preserving privacy for its customers, over 100,000 of which have used the service to date.

Jacqueline Dewey, CEO of Smart Money People, said: “We’re pleased to be able to offer our clients this partnership with Life Moments. Smart Money People’s vision is to make financial services better for everyone, and we firmly believe that making data and insights accessible to financial organisations is key to this.

“By giving our clients access to data from Life Moments they will be able to better understand their existing and prospective customers and in turn deliver better products and services to a huge proportion of the country who are currently underserved.”

Ben Leonard, co-founder & CEO of Life Moments, added: “We are delighted to partner with Smart Money People to share our FirstHomeCoach insights with the wider industry. We can only really help people to play life better once we understand their needs and pain points, something that most firms struggle to do.

“We are excited about the opportunity to support Smart Money People and their clients in becoming even more customer-centric as they seek to deliver on their purpose.”