Why Personal Mortgage Advice still matters in a Digital World

The enduring value of Personal Mortgage Advice

In today’s landscape, digital banking and financial applications have become part and parcel of daily life. With the rise of automated services, one might expect borrowers to rely solely on technology when arranging a mortgage. Yet, findings from the L&G Mortgage Club indicate that the majority of people still value speaking with a real person during such an important financial decision.

Preference for human guidance

Despite advancements in AI-driven services, only 7% of consumers feel comfortable using automated tools to arrange their mortgage, and just 5% would opt for an AI chatbot. The overwhelming preference is for professional guidance, with more than half of those surveyed (58%) favouring advice from a person. Among these, 45% prefer face-to-face meetings, while a further 12% opt for video or phone calls.

Young buyers also seek human interaction

Perhaps surprisingly, younger buyers share similar preferences. Gen Z respondents, typically seen as the most digitally adept, also show a strong inclination towards human interaction. 47% of this group would choose to arrange their mortgage through an in-person meeting, highlighting the emotional and financial complexity of the mortgage process. This is particularly true for first-time buyers, who seek reassurance and expert guidance throughout the journey.

The importance of Holistic Financial Advice

The research further demonstrates the significance of comprehensive financial support. Nearly two-thirds (58%) of consumers would rather receive advice on mortgages, pensions, and protection from a single trusted adviser. Even among 16–24 year olds, 54% prefer one adviser overseeing all their finances. In contrast, 44% of this age group feel uneasy about receiving mortgage recommendations without any human involvement.

Advisers’ perspectives on the future

Mortgage advisers echo these sentiments. Most believe that face-to-face support will remain a vital aspect of the process for decades, with two-thirds (66%) predicting its importance will only grow. Many advisers (30%) cite the emotional nature of mortgage decisions as a key reason why personal guidance is so valuable.

Technology’s role and the hybrid future

While the industry recognises the rapid pace of technological change, digital and AI-powered platforms are regarded as the biggest future challenge by 40% of advisers. Moreover, 41% believe mastering AI tools will be essential to remaining relevant. Nonetheless, technology is expected to complement rather than replace human expertise.

As Clare Beardmore, director of distribution and Mortgage Club at L&G, notes, the future lies in a hybrid approach. Technology can enhance the customer experience, but the reassurance, trust, and personalised insight offered by advisers will continue to be central to the mortgage journey. For borrowers - especially those navigating the process for the first time - having someone who understands their circumstances and can guide them through each step remains invaluable.

‌Your home/property may be repossessed if you do not keep up repayments on a mortgage or other debt secured on it.

Source:

1. legalandgeneral.com. (2025). Less than 1 in 10 mortgage customers would arrange a loan using only automated tools despite digital boom [online] Available at: https://group.legalandgeneral.com/en/newsroom/press-releases/less-than-1-in-10-mortgage-customers-would-arrange-a-loan-using-only-automated-tools-despite-digital-boom. [Accessed 20th Nov. 2025].

All the information in this article is correct as of the publish date 24th November 2025. The opinions expressed in this publication are those of the authors. The information provided in this article, including text, graphics and images does not, and is not intended to, substitute advice; instead, all information, content, and materials available in this article are for general informational purposes only. Information in this article may not constitute the most up-to-date legal or other information.

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