From Confusion to Confidence: Green Home Financing

Rising energy costs have homeowners looking at heat pumps, solar panels, and insulation - but the financing journey was creating friction. Scroll Finance and Energy Systems Catapult knew their Home Hero proposition needed to meet customers where they actually were: confused, cautious, and searching for clarity before committing thousands of pounds.

Our approach

We spoke directly to homeowners considering energy upgrades - not about what they clicked, but about what they worried about. Through one-to-one conversations and usability sessions, we uncovered where trust breaks down, what questions go unanswered, and which moments in the financing journey trigger doubt or drop-off.

The research revealed the human story behind the screens: real motivations, real concerns, real decision-making contexts.

The impact

The findings gave Scroll and ES Catapult a clear roadmap to strengthen their proposition:

• Clearer messaging that builds confidence at critical decision points
• Optimised user flows that reduce friction and drop-off
• Strategic priorities aligned around what homeowners actually need to move forward

Most importantly, the research embedded the customer voice into product strategy - ensuring future decisions serve the people making difficult financial choices about their homes' energy future.