All Industries

Financial Services

Mortgage and Loans

UK Mortgage Advice Market Report 2025

UK Mortgage Advice Market Report 2025

Market Intelligence Reports Mortgage and Loans UK

UK Mortgage Advice Market Analysis

The UK Mortgage Advice Market has grown steadily, with brokers and intermediaries handling over 80% of new sales by 2024, up from nearly 55% in 2014. Following a temporary cooling after the Q1 2025 stamp duty deadline, economic stability and regulatory changes are expected to boost activity in the coming years, though brokers face emerging competitive pressure from direct lenders beginning to leverage AI for streamlined product transfers.

UK Mortgage Advice Market Trends

Strong demand for the expert mortgage advice market, particularly from first-time buyers, driven by affordability concerns, elevated interest rates, and increased product complexity.

Younger consumers show higher interest in digital communication channels like chatbots and social media, while Phone contacts remain popular.

Strong adviser loyalty, with many customers intending to reuse the same adviser, driven by successful outcomes , simplified processes, and quality advice. Over half the users are comfortable completing applications without direct adviser contact, indicating acceptance of multichannel approaches.

About The Report

The UK Mortgage Advice Market Report 2025 provides valuable insights into current consumer behaviour, trends, and preferences in the Mortgage Brokers Market. It explores key areas such as the impact of elevating interest rates, affordability concerns, digital tools, and the demand for flexible mortgage solutions. The Mortgage Advice Market Report surveys various consumer demographics, including first-time buyers, home movers, and remortgage customers, examining their expectations from advisers and preferred communication channels. It also highlights market segmentation, regulatory changes, and competitive strategies. This report is essential for mortgage advisers, brokers, lenders, and financial institutions looking to adapt to shifting consumer needs, improve service offerings, and gain a competitive edge in the evolving Mortgage Adviser Market.

Key Topics Analysed in the Report

The impact of the economic climate and regulation on mortgage advice
Market size and composition
Mortgage ownership and intent to arrange a mortgage product in the next two years
Recent mortgage advice experience and the channels used to communicate with an adviser during the application process
Advised mortgage customers’ perceived benefits of using an adviser to arrange a mortgage, including access to the best deals and a wide range of lenders
Customer intentions to use the same mortgage adviser for future mortgage advice and reasons for doing so
Advised mortgage customers’ consideration of using a free mortgage deal tracker and trust in an AI in mortgage advice

Report Attributes	Details
Published Date	July 2025
Data Range	2019-2030
Measurement Metrics	Revenue in £
Country Focus	United Kingdom (UK)
Consumer Data	1,972 internet users aged 18+, March 2025
Number of Pages	64
Market Segmentation	Mortgages, Remortgages, Fixed-Rate Mortgages, Variable-Rate Mortgages, and Mortgage Protection Insurance.
Leading Companies	LSL, Connells Group, Mortgage Advice Bureau, L&C Mortgages, and John Charcol.

Meet the Expert Behind the Analysis

This report was written by Lewis Cone. Lewis joined Mintel in May 2013 having graduated from the University of Southampton with a 2.1 BSc (Hons) degree in Economics and writes a range of industrial reports, from occupational health to the house building market.

Growing affordability concerns and a high volume seeking new mortgage deals have increased demand for advice to navigate a fast-changing mortgage environment.

Lewis Cone

Associate Director – Financial Services

Strong demand for the expert mortgage advice market, particularly from first-time buyers, driven by affordability concerns, elevated interest rates, and increased product complexity.
Younger consumers show higher interest in digital communication channels like chatbots and social media, while Phone contacts remain popular.

Consumers value advisers primarily for access to the best deals, followed by simplifying the complex mortgage process, time-saving convenience, and providing access to a wide range of lenders across the whole market.
Strong adviser loyalty, with many customers intending to reuse the same adviser, driven by successful outcomes , simplified processes, and quality advice. Over half the users are comfortable completing applications without direct adviser contact, indicating acceptance of multichannel approaches.

Collapse All

EXECUTIVE SUMMARY
- Opportunities for the mortgage advice market
- Reassure would-be FTBs by outlining circumstances before chasing the best deals
- Improve adviser accessibility by bolstering multichannel offerings
- Showcase positive reviews from repeat customers to attract new business
- Market dynamics and outlook
- Market size
- Market predictions
- Intermediary mortgage sales expected to have risen in 2024
- Graph 1: number of regulated mortgage sales, by channel, 2019-24*
- FCA sets out steps to improve mortgage accessibility
- What consumers want and why
- Most people arranging a mortgage seek and take advice
- Graph 2: types of mortgage adviser used when last arranging a mortgage or remortgage product for a main home, 2025
- Traditional contact methods remain popular during the application process
- Graph 3: adviser communication during application process, 2025
- Simplifying mortgages and delivering good outcomes drive repeat use
- Graph 4: reasons for using the same mortgage adviser for next mortgage arrangement, 2025
- Mortgage owners trust advisers, but need convincing on AI
- Graph 5: agreement with selected attitudes towards mortgage advice , 2025
- Competitive strategies and launch activities
- Brokers partner with mortgage lenders to offer exclusive products
- Property Circle’s app helps brokers better connect with customers
MARKET DYNAMICS
- Market size
- Intermediary mortgage sales expected to have risen in 2024
- Graph 6: number of regulated mortgage sales, by channel, 2019-24*
- Historic context: the rise of the mortgage intermediary
- Graph 7: advised and intermediary share of total regulated mortgage sales, 2014-24*
- Lenders and borrowers have increasingly used intermediaries to complete mortgage sales
- Strong buying intentions underpins mortgage advice growth potential
- Market segmentation
- Base rate cuts and stamp duty changes shaped customer mix in 2024
- Graph 8: number of regulated mortgage sales, by type of borrower, 2019-24*
- Base rate cuts and race to beat stamp duty changes influence mortgage activity
- Market composition
- Brokers and financial advisers make up the majority of mortgage advice staff
- Graph 9: number of staff advising on mortgages*, by type of firm, 2019-23
- Mortgage brokers: industry snapshot
- Small firms have higher presence, but majority of advisers work for larger firms
- Graph 10: number of mortgage brokers and staff advising on mortgage products, by size of firm, 2023
- Key players
- LSL and Connells generate a fifth of total mortgage lending generated via intermediaries
- Tech advances and regulatory changes pose threats to broker dominance
- Market drivers
- House purchases reach a three-year high in mortgage lending share
- Graph 11: segmentation of gross mortgage lending, 2018-24
- Remortgaging lending falls, but is likely to recover over the year
- Residential property transactions rise for first time in three years
- Graph 12: residential property transactions over £40,000, 2017/18 to 2024/25
- Demand rises for fixed-rate products, as interest rates head downwards
- Mortgage rates remain elevated despite base rate cuts
- Graph 13: monthly interest rates of UK MFIs for selected types of mortgage, 2018-25
- Sticky inflation could add to mortgage affordability concerns
- Graph 14: CPI inflation rate, 2021-25
- Consumer confidence is improving, but trade tariff pressures loom
- Graph 15: the financial confidence index, 2020-25
- Legislation and regulation
- FCA sets out steps to improve mortgage accessibility
- Stamp duty changes present opportunities for advisers to prove their worth
- FCA to publish good and poor practices of mortgage advisers
WHAT CONSUMERS WANT AND WHY
- Mortgage ownership and intentions
- Mortgage ownership remains stable
- Homeownership ambitions remain robust among younger millennials
- Buying intentions remain strong
- Graph 16: mortgage plans for the next two years, by age, 2025
- Looking further ahead, housebuying remains a top priority for Brits
- Recent experience of mortgage advice
- Most people arranging a mortgage seek and take advice
- Graph 17: types of mortgage adviser used when last arranging a mortgage or remortgage product for a main home, 2025
- Under-45s are most likely to have received mortgage advice
- Traditional contact methods remain popular during the application process
- Chatbots and social media platforms are most used by younger adults
- Graph 18: use of social media platforms and chatbots to communicate with adviser during the application process, by age, 2025
- Most advice customers paid for their service
- Benefits of using a mortgage adviser
- Wider access to products and time-savings are key adviser strengths
- Finding the best and most suitable products for people underlines adviser use
- Demand for the best deals drives interest in advice
- Customers value the convenience and simplicity advisers provide
- Over-45s look for product acceptance and whole market access from advisers
- Graph 19: product acceptance and access to a wider range of lenders choice as perceived main benefits of using an adviser to arrange a mortgage, by age, 2025
- Repeat use of the same mortgage adviser
- Majority of customers intend to use the same adviser
- Simplifying mortgages and delivering good outcomes drive repeat use
- Convenience and positive outcomes are key to winning repeat business
- Showcase positive reviews from repeat customers to attract new business
- Attitudes towards mortgage advice
- Mortgage owners trust advisers, but need convincing on AI
- Graph 20: attitudes towards mortgage advice, 2025
- Most customers trust advisers to recommend the most suitable product for their situation
- Mid-term interactions can reinforce the perceived value of advice
- Engaging face-to-face can enhance cross-selling opportunities
- Graph 21: use of/interest in using mortgage advisers to find other products/services, by advice communication channels, 2025
- Enhance AI tools to boost advisory appeal to younger mortgage owners
- Graph 22: attitudes towards AI in mortgage advice, by age, 2025
- Young, financially stable families want an efficient mortgage advisory process
- Enhance multichannel proposition to meet parents’ mortgage advisory needs
INNOVATION AND MARKETING TRENDS
- Competitive strategies and launch activities
- Hinckley & Rugby expand fee-assisted remortgage service
- Brokers partner with mortgage lenders to offer exclusive products
- MPowered Mortgages launches real-time broker case tracking timeline
- L&G Mortgage Club launches digital mortgage solution to help brokers focus on customer needs
- Property Circle’s app helps brokers better connect with customers
APPENDIX
- Supplementary data
- Market size: intermediary versus direct mortgage sales
- Market size: advised versus non-advised mortgage sales
- Market drivers: gross mortgage lending
- Market drivers: type of advance
- Market composition: number of firms and advisers
- Report scope and definitions
- Market definitions
- Abbreviations and terms
- Methodology
- Consumer research methodology
- CHAID analysis – methodology data
- CHAID analysis – methodology data table

Market Intelligence Made Easier With Mintel

The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:

Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.

What goes into a Mintel Market Intelligence Report?

Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.

The Four Pillars of Our Research

We use a combination of four main research methods when creating our reports, each adding a valuable perspective:

Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.

Bringing It All Together

Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.

Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.

For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:

Please Note: All of the figures, graphs, and tables in this sample report have been redacted.

£ 2,195 (Excl.Tax)

Download today with instant access
Multiple formats provided
Interactive databook included

Report Brochure Methodology Talk to a Reports Specialist

Next Starts Here

Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.

Learn more

Trusted by global industry leaders

Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.

Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.

Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon

We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.

They’re an innovative company, with a client-focused team that always delivers.

Abby Carvosso, Group Managing Director, Bauer Media Group

There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.

However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.

Stephen Taylor-Brown, Managing Director, Abacus

One of the biggest challenges we face is the need to get smart on a business or category real quick.

We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.

We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.

Jeff White, Business Development Director, Deutsch

We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.

Mintel gives us all that. It’s a great brand and one that is trusted by clients.