Borrower expectations are evolving – how can Brokers keep up?

With 20 years’ financial services experience—including roles at Santander and Countrywide—and a decade running her own brokerage, Rachel specialises in specialist lending and portfolio clients. At MAB she leads collaboration with lender partners and AR firms, driving innovation and broker training.

Mortgage Advice Bureau is one of the UK’s largest networks, offering access to over 90 lenders and thousands of mortgage products via expert advisers.

Borrower expectations are evolving – how can Brokers keep up?

Borrower expectations have changed dramatically in the last five years—and not just in the ways you might expect. Today’s first-time buyers aren’t 23-year-olds fresh out of uni. They’re often in their mid-30s, financially savvy, career-established, sometimes with children in tow. They’re not just dipping a toe into the property market—they’re making serious, long-term decisions, and they expect a broker to be just as serious and informed as they are.
 
With this shift in demographics has come a shift in mindset. Clients now want to understand every option available to them. They don’t just want advice—they want informed, well-researched recommendations backed by data and context. They’re Googling, comparing, reviewing. Much like we wouldn’t book a hotel without reading the reviews, today’s borrowers won’t commit to a mortgage without knowing what else is out there. And who can blame them? In a world where you can track your pizza delivery to the exact minute, people want the same level of transparency with their finances.

Embracing technology

Technology has fed into this evolution massively. From food to shopping, everything is instant, so it’s no surprise borrowers expect the same speed and clarity from the mortgage process. Telling a client it’ll take 3–5 days for an update is now met with raised eyebrows. They want to know what’s happening, when, and why—and if brokers aren’t communicating that clearly and regularly, they risk losing trust.
 
That’s why brokers need to take a hard look at how they’re operating. If your process hasn’t changed much in the last five or ten years, it’s time to adapt. Clients expect better. It’s no longer acceptable to only deal with “standard” cases because, frankly, standard doesn’t exist anymore. Complex is the new normal. Low deposits, mixed income, self-employment, adverse credit, unusual properties —these aren’t occasional cases, they’re everyday clients now. Brokers have to expand their lender knowledge, push beyond narrow panels, and be ready to support clients with all sorts of circumstances.

Keep in touch

Communication is everything. Clients want to feel in control, especially in a market where so much feels uncertain. Regular updates, clear explanations of processes, and consistent support throughout the journey—these are what set a good broker apart. And it’s not just about submitting an application and waiting. Clients want to know what the underwriting process is, what documents are needed and why, what happens after the valuation, and even what to expect during the legal phase. Don’t leave them in the dark – they hate that.

We also need to stop accepting “because that’s how it’s always been done” as a reason. Clients are pushing us to do better, and rightly so. But now it’s time we start challenging the wider industry too. Why are some lender processes still stuck in the past? Why does it take so long to get straightforward things done? We should be driving towards better outcomes for our clients, not accepting outdated norms.

Some worry that digital tools will replace brokers—but that’s not the case. Yes, there’s a place for technology, and yes, clients like to do their research. But at the end of the day, most still want someone to say, “You’re doing the right thing.” Even younger generations, who are comfortable using digital platforms, often stop short of clicking “submit” without talking to a broker first. They want reassurance. They want to speak to an expert.

And being an expert means truly understanding your client’s life—not just their income and deposit. It means knowing whether they’re planning to start a family, support ageing parents, or move again in two years. A computer won’t ask and develop those questions. A broker will. That’s how we make sure they’re on the right product with the right lender, not just the lowest rate.

Moving with the times

The FCA’s CP25/11 consultation, aimed at simplifying mortgage advice and selling standards, is a good example of why brokers need to stay sharp. While there might be a place for the proposals in very straightforward, vanilla cases, it risks missing the bigger picture and fully understanding what brokers bring to the process. Clients don’t always tell the full story to their bank—but they will to their broker. That trust is invaluable, and it’s how we help customers to get the right outcomes, this is why the FCA’s CP25/11 consultation must enable brokers to streamline the process not just lenders.
 
So, what should brokers be doing now? First, embrace technology. Don’t fear it. It’s here to stay. Use it to streamline your admin, track your pipeline, and stay in touch with clients. But don’t lose the personal touch—because that’s what clients remember. 
 
Second, invest in yourself. Build your knowledge, expand your lender panel, and challenge your own assumptions. The brokers who are thriving today are the ones who keep learning, keep adapting, and keep putting their clients first. 
 
This isn’t about keeping up with technology for the sake of it. It’s about using it to be better brokers—to be quicker, clearer, more informed, and more supportive. That’s what clients want, and it’s what they deserve.