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Perenna, a London-based mortgage lender, has significant potential due to its unique customer-first approach in the competitive fintech space. Unlike traditional banks that often fall short in delivering personalized service and favorable mortgage terms, Perenna prioritizes the customer's experience. This focus can set Perenna apart and attract a loyal customer base dissatisfied with the impersonal service of larger institutions. Backed by IAG Silverstripe, Perenna has a solid foundation to expand its innovative offerings in the mortgage market, potentially capturing a substantial share by addressing modern-day borrowers' specific needs.