In a market defined by 2-year fixes and rising rates, Perenna bets everything on the radical idea of a single, stable mortgage for life. They aren't just building a lender; they're attacking the fundamental anxiety of British homeownership.

"Perenna isn't competing on rate—they are competing on the psychological relief of never having to remortgage again."

• The 'Lifetime' Promise: No teaser rates, no re-application shocks.
• Regulatory Heavyweights: SMF2 and SMF24 roles filled early, signaling serious banking intent.
• Content-First Strategy: A robust blog ecosystem suggests they are educating the market before hard-selling.

The lack of current traffic data is telling. Perenna is currently in a 'silent launch' or deep infrastructure building phase. They are not burning cash on paid acquisition yet. Instead, they are relying on a WordPress-based content engine and social presence (Twitter/LinkedIn) to build a waitlist of users exhausted by the volatility of the Bank of England base rate.