The Intermediary – September 2025 - Flipbook - Page 88
B RO K E R B U S I N E S S
Opinion
he mortgage industry,
like countless others,
has seen a wave of
change thanks to
the rise of artificial
intelligence (AI). This
innovative technology has a wealth of
practical applications and benefits for
brokers, from improving efficiency in
administrative processes to boosting
client satisfaction.
With an ever-growing suite of AIpowered tools available for brokers,
it’s hard to know where to start. In this
article, we’ll help you do more with
this technology by discussing which
AI tools mortgage brokers should be
using, along with the key benefits and
practical tips for integrating them into
your business.
T
Relationship management
Effective client relationship
management is central to success in
mortgage brokering. AI can enhance
customer relationship management
(CRM) systems by automating followup emails, scheduling reminders, and
predicting the best times to engage
with clients.
These systems do a fantastic
job of identifying paerns in
client behaviour and tailoring
communications accordingly. For
example, AI might flag when a client
is due for a mortgage renewal and
initiate a personalised reminder.
Some of the main benefits of
adopting AI CRM technology include:
improved lead nurturing; timely
relevant communication; and less
manual administration.
Client engagement
AI-powered chatbots are becoming
a standard part of digital customer
service. For mortgage brokers, these
tools offer a way to respond to client
questions instantly, even outside
office hours. Clients genuinely benefit
from having 24/7 support, advice and
guidance, which is why AI chatbots
are so useful for brokers.
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The Intermediary | September 2025
A chatbot can answer frequently
asked questions, provide basic
mortgage information, or collect
client details to begin the prequalification process. Some can even
book appointments directly into
your calendar.
This creates some really potent
benefits, such as: 24/7 client support;
faster response times; and the
automation of initial data collection.
Automation
Mortgage brokers handle large
volumes of paperwork, including key
information like proof of income,
bank statements and identification
documents. AI tools can automatically
extract and organise data from
these files, helping to streamline
application processing.
Such tools reduce the need to
manually enter information, which
minimises errors and ensures
compliance with financial regulations.
AI can also help detect missing
information early in the process,
avoiding delays later on. This level
of efficiency offers several notable
benefits, including: faster document
handling; reduced human errors; and
improved compliance processes
Lead generation
AI can transform how brokers aract
and convert new clients. Instead
of relying solely on traditional
advertising and outreach, brokers
can now use AI to analyse online
behaviours, identify high-intent
audiences, and personalise
marketing campaigns.
AI tools can also assist in writing
emails, blogs, and social media posts,
helping brokers maintain a consistent
online presence without dedicating
hours to content creation. This form
of AI application can essentially
bring in a new member of the team
for brokers, by leing the technology
handle the marketing side of things.
Some of the key benefits include:
targeted marketing campaigns; beer
IFTHIKAR MOHAMED
is a mortgage consultant and
director at WIS Mortgages and
Insurance Services
quality of leads; and efficient and
effective content creation.
Virtual assistant tools
Client meetings, whether online
or in person, are core aspects of
the mortgage process. AI-powered
transcription tools can record
conversations, summarise key points,
and highlight follow-up actions, all
automatically. This can help brokers
and clients alike get more from
these meetings.
Brokers have a beer opportunity to
focus on the conversation rather than
note-taking when using AI assistants.
It also helps create a reliable record of
discussions, which can be useful for
compliance and service quality.
This creates tangible benefits such
as: more accurate meeting notes; clear
action tracking; and beer use of time
during appointments.
Compliance and risk
Mortgage brokers in the UK are
expected to adhere to the compliance
standards set by the Financial Conduct
Authority (FCA). AI can support
compliance efforts by monitoring
communications, identifying risks,
and flagging activity that could
indicate potential breaches.
These systems can also track any
regulatory changes and ensure policies
are kept up to date, reducing the
