55 believe what they ’ re offered lags behind offerings to consumers . It was successful because the starting point was having a clear focus and target customer in mind , then making sure you richly understand and meet their needs . The limitation in the market for SMEs is that offerings are similar across providers with a one size fits all businesses approach . Given the diversity in the sector it ’ s not appropriate . We typically offered a more bespoke approach focusing on one-man bands , consultants and contractors , rather than large organisations . SMEs are looking for a great return while making processes as simple as possible . We ended up with a proposition described as “ great returns effortlessly ” which became the guideline to how we operated at Aldermore . We delivered the UK ’ s first end to end fully online account opening process for SMEs which took just 10 minutes rather than days or weeks - it was a huge enabler and key pillar of our offer .
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