As digital disruption redefines client expectations, regional mortgage advisers must evolve without losing their face-to-face edge
The UK mortgage market is in a transitional moment. While national platforms and online tools continue gaining traction, regional mortgage brokers are leaning on their local credibility and client familiarity, but only those willing to adapt are likely to thrive.
"Being local is still a strength," said Richard Bousfield, principal at The Surrey Mortgage Broker. "People moving to Farnham want advice on schools, neighbourhoods - things you can't get from a computer. But they also want flexibility. So while I use Teams for some appointments, many clients still want to meet in person."
Tech as infrastructure, not replacement
Bousfield's approach reflects a growing reality: local trust matters, but operational agility matters more. He’s implemented straightforward tech upgrades, like an online booking system, to increase efficiency and meet client expectations. "It’s simple but powerful. It creates a small commitment on the client's part, and it’s made us more agile."
Hiring a new adviser from a corporate background also brought fresh eyes to his practice, leading to broader changes in internal workflows and client communications. It’s a reminder that digital resilience isn’t just about tools, it’s about structure and mindset.
"We're not digital people, we're mortgage brokers," he said. "But if you're not willing to embrace what technology is available, you'll fall behind."
Advice is still personal, even when it's online
Face-to-face service hasn’t disappeared. It's simply evolved. Brokers now operate in a hybrid world, where empathy and individual guidance remain differentiators, even over video. Bousfield says the key to competitiveness isn’t just in rate access, but in how brokers manage relationships.
"Anyone can get the same deal. The difference is how you treat the person, how you empathise. That’s not something a platform can do."
Yet he’s candid about the risks of resisting change. "There are newer firms that dove straight into digital and social, and some gained market share quickly. If you're still relying on an A-frame sign out front, you're probably going to get outpaced."
Buy-to-let pressures and broader implications
On the investment side, Bousfield says the trend away from buy-to-let is unmistakable. "It’s the only business I can think of where you [could be] taxed on income rather than profit. Add rising rates, and now the new renter protections, it’s just not appealing to most investors anymore."
While anecdotal, this reflects broader sentiment across the broker community: landlord appetite is cooling, and that impacts the advice landscape too.
Adaptation as a constant
Bousfield's reflections point to a wider truth in the intermediary market: the digital shift is not a one-off change, but an ongoing curve. Brokers don’t need to chase every new platform, but they do need to stay responsive.
"Having a website used to be optional, now it's a given. The same will be true for booking tools, video calls, social media. The key is embracing change without losing the human element."
For regional brokers, the future may not lie in choosing between digital and personal, but in mastering both.
