Brokers must rethink how they use AI, says UWM tech chief

In a mortgage market defined by volatility and rising borrower expectations, brokers are increasingly being asked to do more, faster. But according to Jason Bressler, chief technology officer at United Wholesale Mortgage, the real differentiator isn't speed – it's how intelligently brokers deploy technology.  

"AI won't replace brokers. But brokers who use AI effectively will replace those who don't," Bressler said.  

AI should streamline the workflow, not sideline the broker  

Bressler, who has spent his 30-year career working in technology, specifically within the mortgage industry, believes too many professionals see AI as either a threat or a shortcut. Instead, he says, brokers should see it as a "second brain", one that enhances decision-making, not replaces it.  

"You shouldn't be turning control over to the borrower," he said. "You should be using AI to gather and process information quickly, so by the time you’re on the phone with a client, you already know what they qualify for."  

Tools that verify documents, parse income data, or filter loan products in real time are examples of what Bressler sees as AI's true potential. Used correctly, this tech can accelerate approvals and reduce reliance on underwriters for basic validation.  

Navigating product complexity with AI guidance  

As product guidelines shift and lenders consolidate, brokers are struggling to keep up with overlays, pricing, and requirements. Here, Bressler sees consultative tech as a bridge.  

He points to UWM's own example: a tool called LEO (Loan Estimate Optimizer) that analyzes competing loan estimates in seconds, flags potential issues, and surfaces better product options. It enables brokers to offer immediate, confident advice based on dynamic criteria.  

"It’s like having an assistant next to you, doing the heavy lifting while you're talking," he said. "You can show clients exactly where another lender's estimate might fall short, and what better alternatives exist."  

Think beyond automation – think delegation  

The next evolution, Bressler believes, is in voice AI and proactive engagement. He cites the company’s rollout of a generative voice AI - ‘Mia’ - that can call past borrowers, respond to inbound queries, and even conduct full product conversations - all without broker intervention.  

"An alert that rates have dropped is useless if no one picks up the phone," he said. "Mia does that for you. She calls 100 people in under a minute and can even transfer interested clients directly to you."  

This model, he argues, allows brokers to multiply their reach without expanding their headcount. It's not about working harder – it's about working smarter.  

The mindset shift is the real challenge  

While Bressler is bullish on AI, he acknowledges the industry’s inertia. Many professionals still view technology as a way to incrementally improve old workflows, rather than reinvent them.  

"Stop looking for a faster horse. Build a car," he said, echoing the Henry Ford analogy. "You already know your process better than anyone. Now ask: how can AI handle 90% of that process for me?"  

He advises brokers to begin with tools like ChatGPT, using role-based prompts to train a private AI model on their own business logic. The goal isn’t perfection - it's perspective.  

"Let AI talk back to you with different strategies. You can still disagree, but now you're seeing angles you hadn't considered. That’s what makes it a second brain."  

Adapting now matters more than ever  

Bressler is clear: AI is no longer optional. Brokers who integrate it thoughtfully into their processes will gain speed, precision, and client responsiveness - all without compromising their role.  

“It’s just a tool,” he said. “But if you're not using it, someone else will - and they'll be faster, more accurate, and more available than you. That’s the real risk.”