Broker Adam McGrath says personalised advice, not algorithms, is what today's clients still value most
When Adam McGrath (pictured top) joined the mortgage industry in 2008, the market was in freefall. “I remember being shown a rate grid with six products starting at about 6%. Someone told me a month earlier there had been three pages of products,” he said
McGrath, who now runs Mortgage Search and operates under the Stonebridge network, has seen the business evolve through economic crises, rate volatility and now the age of digital automation. But one thing, he said, has remained constant: the client’s need for guidance.
The value of a human touch
Having started his career at Countrywide, McGrath learned early that mortgage advice was more than just product selection. “You may not be as cheap as if they go direct, but it’s the service that matters,” he said. “Are they going to get tailored advice at the bank?”
Today, working under the Stonebridge network, McGrath said that freedom from corporate targets allows him to offer truly personalised service. “I can spend time with clients. If rates change, I can go back and say, actually, there’s a better product now,” he said. “You just can’t do that when you’re rushing to hit ten new client meetings a week.”
This flexibility, he notes, isn’t just about customer care - it’s survival. “Referrals and repeat clients are what keep brokers in business. That only happens if you deliver value they remember.”
Technology, with caution
McGrath sees potential in digital tools like ChatGPT, which he uses to help structure client communications. But he’s cautious about how far automation can go. “I don’t think regulators will ever allow AI to give full advice and recommendations,” he said. “There’s just too much risk if something goes wrong.”
He also warns against over-reliance on automated email replies and AI-integrated workflows. “It’s early days. A wrong reply or bad data could cost your business,” he said.
For now, his tech stack includes standard CRM systems through Stonebridge and mainstream tools like Mortgage Brain. The human element, he believes, still leads.
Countering client misconceptions
One of the biggest hurdles, McGrath said, is the assumption that brokers can’t offer better deals than what clients see online. “Comparison sites show you a rate but not the criteria to qualify,” he explains. “People see a 3% rate, but don’t realise they need an A-rated EPC to get it. Or they don’t know offset mortgages exist, which could save them more.”
Clients, he said, are starting the process earlier, often six months out, and need support navigating those complexities. “It’s not about ticking a box anymore. It’s about figuring out what works for your situation.”
Keeping relationships alive in a price-sensitive market
As rates fluctuate and more borrowers turn to digital options, McGrath said it’s still service that builds trust. “Most people don’t want to repeat the process themselves every time. We do the legwork, keep in regular contact, and update them when something better comes along.”
With ongoing rate changes and policy uncertainty, McGrath said brokers play a crucial role. “It’s not uncommon to start a case thinking a five-year fix is best, then two weeks later decide a two-year is smarter. You don’t get that kind of ongoing review from a comparison site.”
For McGrath, the formula is simple: “Service and expertise. That’s what keeps people coming back.”
