L&G Highly Commended for Digital Innovation at First Time Buyer Awards 2025
18 September 2025
We’re thrilled to share that L&G Affordable Housing division has been awarded Highly Commended in the Best Use of Digital Innovation category at the First Time Buyer Awards 2025.
This recognition celebrates the impact of Brolly, our pioneering digital platform that’s transforming the affordable housing experience. Inspired by our iconic umbrella logo, Brolly is a cloud-based, AI-powered ecosystem that streamlines the entire customer journey – from onboarding and repairs to property management and sales.
Since its launch, Brolly has enabled over 2,000 customers to take control of their home experience, with thousands of repairs resolved and direct debits set up – all from the convenience of a mobile device. It’s intuitive, predictive, and available 24/7, offering a seamless, human-centred service that’s unlike anything else in the sector.
This commendation is a proud moment for our team and a testament to our commitment to innovation, efficiency, and putting customers first. Brolly isn’t just a platform – it’s a smarter, faster, and more personal way to experience affordable homeownership.
Thank you to the First Time Buyer and its readers for recognising our work – and to everyone who helped bring Brolly to life.