Financial automation and customer engagement specialist Netcall has become the latest associate member to join the Intermediary Mortgage Lenders Association (IMLA).

The firm’s addition brings the total membership to 51 full members and 15 associates.

Netcall’s AI-powered automation and customer engagement tools support over 600 organisations across financial services, local government and healthcare. Its Liberty Platform allows clients to create solutions to enhance customer engagement and drive growth, with many clients in the mortgage and adviser sectors.

Netcall’s appointment marks a continued period of growth for IMLA as new lenders, experienced building societies and innovative associate members join in 2022.

Alex Ballingall, account director – financial services at Netcall, said: “We are very pleased to join IMLA as their latest associate member and are looking forward to taking part in the networking events and Expo, contributing our perspective as a leading customer services expert.

“We believe that the lending industry needs to take a customer-centric approach, transforming legacy systems with the use of emerging technologies. Building trust with existing and potential customers is crucial for a lender’s success and, as part of IMLA, we can help share this message across the industry.”

Kate Davies, executive director of IMLA, added: “The addition of Netcall to IMLA reflects the growing diversity of our membership as we unite building societies, banks and other lenders with businesses that are offering pioneering new solutions to improve mortgage services.

“We look forward to working with Netcall, and to hearing their contributions to our industry roundtables as we work together to produce effective outcomes for our members, the wider-industry and, ultimately, homebuyers.”