I've worked for a company a couple of months that hit a hot spot on the mortgage market (oh nooooos....;-). They really compare all the products of lenders and give advice to independent advisors and consumers what to do. It makes all the products transparant and even has an overview of terms and conditions etc.

This has been done in the Netherlands before, but not so thorough as they do. If implemented right, it can be huge in any country. It is based on a subscription model per (part of) year.