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The way people search for mortgage advice online is evolving, driven by advances in artificial intelligence (AI). For mortgage advisers, understanding these changes is key to staying visible and competitive in a fast-moving digital world. Although AI-powered search engines like SearchGPT and Google’s Gemini are still in development, their ability to enhance how users find and interact with content is becoming clearer. By staying informed about these shifts, mortgage advisers can better prepare for the future, while also benefiting from these technological improvements.
Traditionally, search engines like Google have relied on keywords to deliver search results, with users searching for phrases like “best mortgage adviser in London” or “mortgage rates 2024.” However, AI-driven search engines are changing this by focusing on natural language queries. Instead of matching keywords alone, these systems can handle more conversational questions, such as “What’s the best mortgage for a first-time buyer with a 10% deposit?” This shift enables platforms like SearchGPT and Google Gemini to provide more contextually relevant answers that are tailored to the user’s needs. Importantly, these search engines will help clients connect to the right experts, such as mortgage advisers, for personalised advice.
While AI technology will become more adept at providing initial responses, it won’t replace the expert human touch that advisers offer. AI will make it easier for clients to find basic information and get a sense of the mortgage landscape, but when it comes to complex decisions and personalised advice, clients will still turn to experienced professionals. In fact, as AI improves how users search for information, it will help direct more qualified leads to mortgage advisers, as clients will arrive better informed and ready for more detailed discussions.
One of the most exciting developments in AI-driven search engines is their ability to engage users in a more conversational style. Either through type or voice. Tools like Siri, Alexa, and Google Assistant have already introduced many users to voice search, and this trend is set to expand. For example, a potential client might ask, “What’s the best mortgage for someone with bad credit?” While the AI could offer general information, it’s unlikely to cover all the nuances. Clients will still rely on human advisers to make sense of the specifics and to get trusted guidance tailored to their individual situation. Far from replacing advisers, these conversational tools will help streamline initial inquiries and direct clients toward expert advice when it matters most.
Another development is the rise of multimodal search capabilities, where AI platforms like Google Gemini can interpret multiple types of input—text, voice, images, and even video. This means that a client could ask, “How does a fixed-rate mortgage work?” while uploading an image of a document to get more detailed information. The result may be a combination of a video explanation and personalised data-driven responses, but for critical decisions, clients will still seek professional help. This type of AI interaction can help advisers by providing clients with more clarity upfront, so the conversation with the adviser can focus on more detailed, value-driven advice.
Personalisation is also set to improve, with AI helping search engines deliver results based on an individual’s preferences, location, and previous searches. For example, someone looking for mortgage advice in Birmingham might get different results than someone searching in London, with tailored responses specific to the property market in each area. This level of personalisation will ensure that mortgage advisers can connect more effectively with the right clients. As AI gets better at narrowing down search results, advisers can expect to receive inquiries from clients who are further along in the decision-making process and who need personalised financial advice to take the next steps.
Although AI driven search engines such as SearchGPT and Google Gemini are not yet widely available, it’s clear that the future of search will focus on understanding context, intent, and delivering personalised, conversational results. Mortgage advisers who embrace these changes will find themselves better equipped to serve their clients in this new environment. AI will help make the process more efficient by handling initial queries, but it will never replace the in-depth, trusted advice that only a human adviser can provide.
The rise of AI-driven search engines will also fundamentally change how SEO (Search Engine Optimisation) works as a discipline. Currently, SEO relies heavily on optimising content for specific keywords and phrases that match what people are likely to type into a search engine. However, as AI-powered engines like SearchGPT and Google Gemini become more conversational and focused on understanding intent, this approach will need to evolve. Instead of just focusing on individual keywords, mortgage advisers will need to create content that addresses the deeper context of client queries. AI will prioritise content that provides comprehensive, meaningful answers to the specific questions users ask, rather than just matching keyword phrases.
This shift means that online content will need to be more in-depth, engaging, and structured to reflect the natural way people search. Mortgage advisers should focus on creating content that anticipates the kind of detailed, conversational queries clients are likely to ask, and offer clear, expert guidance that AI engines can recognise as authoritative. As AI engines become more sophisticated, the emphasis will move from simple optimisation techniques towards producing high-quality, client-centred content that resonates with both the AI’s algorithms and, more importantly, the clients themselves.
AI will enhance, not replace, the way people search for and interact with online content. Mortgage advisers should view these trends as opportunities to strengthen their client relationships.
By staying aware of AI’s developments and preparing for the future, advisers can ensure they remain at the centre of the mortgage advice process, offering the expertise and personalised care that clients will continue to seek.
