Mortgage Advice Bureau (MAB) has completed the acquisition of technology and data company Dashly, whose mortgage monitoring and nurturing platform has served the intermediary market for more than five years.

The acquisition forms part of MAB’s broader ambition to strengthen its data-driven capabilities and enhance how advisers engage with customers throughout the mortgage lifecycle.

Dashly’s technology will now be developed exclusively in line with MAB’s strategic roadmap and integrated directly into its CRM system, Platform. The aim is to allow advisers to synchronise data more effectively and maintain ongoing oversight of clients’ mortgage positions.

Through mortgage monitoring, MAB intends to support advisers in identifying when customers may benefit from switching to a more suitable deal, as well as highlighting opportunities where housing equity could be used more effectively.

The approach is designed to turn regular customer contact into more personalised and timely engagement.

The system also encourages customers to share changes in their personal or financial circumstances, enabling advisers to review mortgage suitability and consider wider protection needs as they arise.

MAB said that by combining insights from Platform with expanded data and AI capabilities, customer communications will become increasingly tailored.

Adviser interactions will take place within Platform, providing a real-time view of customer circumstances alongside available options in the market.

Dashly’s existing mortgage monitoring service already delivers strong engagement levels, and MAB expects the enhanced offering to play a growing role in customer retention and lead generation across its broker network.

The business is also developing AI-driven engagement models intended to support longer-term customer value.

Peter Brodnicki (pictured), chief executive officer at Mortgage Advice Bureau, said: “Dashly’s data hub and mortgage monitoring tool align perfectly with our plans to widen the reach of our partner firms and add continuously increased value to existing and future customers.

“Dashly has a strong and ambitious team, and we have an exciting roadmap we’re working on together.”