Altura Mortgage Finance has launched an AI-powered social media compliance tool aimed at helping advisers and appointed representatives (ARs) navigate Financial Conduct Authority (FCA) rules at the point of posting.

The AI Social Media Compliance Checker has been developed in-house and analyses draft posts before publication, flagging potential regulatory issues and explaining why specific wording may breach FCA guidance. It also suggests amendments to bring content in line with regulatory expectations.

The move addresses a growing frustration among advisers over the time taken to secure sign-off for social media content, particularly as firms seek to build brand presence across platforms such as LinkedIn.

FEEDBACK WITHIN MINUTES

Rob Gill (main picture, inset), managing director at Altura Mortgage Finance, said: “We often hear from advisers and AR firms elsewhere that compliance checks take days or even weeks to come back. If they are declined, any revisions then take days or weeks to be approved.

“This is totally impractical in the fast-moving world of social media. Our AI tool, however, analyses each post and gives feedback within minutes.”

CAUTIOUS STANCE

Altura said the system has been built to take a deliberately cautious stance, prioritising consumer protection and regulatory alignment. Internal testing of posts across platforms has indicated that content commonly assumed to be compliant can still raise concerns when assessed directly against FCA guidance.

The launch forms part of Altura’s broader strategy to embed artificial intelligence within its compliance and operational infrastructure, with the aim of improving consistency, reducing administrative burden and supporting the network’s continued expansion.

The tool is available exclusively to Altura advisers and ARs.