MortgageMatch.org has launched a consumer-facing platform designed to make finding and comparing mortgage brokers clearer and more straightforward.

The searchable website brings broker information together in one place, allowing consumers to explore firms according to their location, geographical coverage, services and areas of specialism.

A growing number of brokers have already joined the platform with further firms currently being added. Brokers can request a new listing or amend an existing profile free of charge.

MortgageMatch says its immediate priority is to build an accurate and consistent directory that gives consumers greater confidence when deciding which firms may be best placed to support them.

A CLEARER ROUTE TO ADVICE

Consumers currently find brokers through personal recommendations, local searches, individual company websites and general search-engine results.

MortgageMatch says it aims to create a clearer “discovery layer” between somebody beginning their mortgage research and making a first enquiry with an adviser.

Profiles are structured around practical information including service areas, location coverage, mortgage specialisms and the types of clients a firm supports. User reviews are also intended to help consumers make a more informed initial choice.

A spokesperson for MortgageMatch.org told Mortgage Soup: “Finding the right mortgage broker can still feel fragmented for a lot of consumers. We are starting with a simple goal: making that first step clearer for people looking for advice, while helping brokers build visibility, trust and relevant inbound interest from those already searching for their services online.

“Over time, the ambition is to build a platform that supports both sides of the journey, helping consumers get to the right advice more easily and helping brokers spend more time with the clients they are best placed to support.”

AI-LED SEARCH

MortgageMatch is initially onboarding brokers directly and checking their profile information to improve its accuracy and consistency.

Alongside visibility through conventional online searches, the platform is examining how structured profiles could make brokers more discoverable through artificial intelligence tools.

MortgageMatch believes this will become increasingly important as more consumers, particularly first-time buyers and younger borrowers, use conversational AI to research mortgage options and identify potential sources of advice.

Presenting firms’ information in a consistent format could help brokers strengthen their visibility as search behaviour evolves.

REDUCING BROKER ADMINISTRATION

Longer term, MortgageMatch is exploring how AI could support the early stages of the mortgage advice journey.

Potential applications include initial lead vetting, gathering basic information and explaining which documents or details a broker is likely to require.

The spokesperson added: “AI is changing how people begin researching significant financial decisions but consumers still need access to appropriate professional advice.

“There is an opportunity to use technology to improve the journey into that advice – helping people identify potentially suitable brokers, understand what information will be required and make a better-prepared first enquiry.”