Mortgage Soup fires the questions at Matt Harrison, commercial director, finova Broker.
Mortgage Soup (MS): What motivated the rebrand from eKeeper Group to finova Broker?
Matt Harrison (MH): Following the finova rebrand in 2021, the eKeeper brand became part of the wider finova identity. However, market feedback revealed that while the eKeeper brand continued, its positioning within the broader finova strategy became less distinct.
By rebranding to finova Broker, we consolidate our CRM proposition and Mortgage Club under one unified name, ensuring clarity and alignment with the finova vision.
MS: Where does finova Broker fit within the wider mortgage fintech space?
MH: At the heart of finova Broker’s offering is a highly configurable CRM system. This system is constantly evolving, driven by customer needs and market trends, enabling brokers to access innovative functionality.
Through bespoke development and integrations, we empower brokers to tailor solutions to meet their specific requirements, strengthening our position within the intermediary mortgage fintech space.
MS: What challenges in the broker market is finova Broker aiming to address?
MH: Many brokers face the challenge of adapting their workflows and operations to fit generic CRM solutions. finova Broker turns this on its head with a pedigree of configurability.
Brokers can fully customise the FactFind process, align workflows to their unique business model, and streamline operations—all delivered through a dedicated Client Portal.
“Technology should enhance, not replace, personal client relationships. It complements the advice process by enabling brokers to meet customer expectations for timely, efficient service”
MS: With the mortgage industry increasingly reliant on technology, how can brokers balance adopting new tools while maintaining personal client relationships?
MH: Technology should enhance, not replace, personal client relationships. It complements the advice process by enabling brokers to meet customer expectations for timely, efficient service.
Tools like automated communications, lead management, and the secure Client Portal ensure brokers can focus on delivering personalised advice while technology handles routine processes.
MS: How do these new tools support brokers in their day-to-day work?
MH: Automation is central to increasing efficiency. finova Broker’s tools reduce unnecessary manual tasks, streamline workflows, and support scalability without compromising service quality.
With features like AI-driven compliance checks, lead validation, and intelligent workflow management, brokers can focus on their core role of providing expert advice.
MS: If you had a crystal ball, where do you hope we will be regarding the uses of tech both by advisers and lenders in 12 months’ time, and what things do you think need to happen for this to become a reality?
MH: The hope is that technology will drive even greater efficiency and collaboration between brokers and lenders. However, market conditions present challenges.
For this vision to materialise, we need continued investment in innovation, greater standardisation of processes, and a focus on technology that genuinely improves outcomes for all stakeholders.
MS: How does being part of the wider finova group enhance what finova Broker offers?
MH: As part of the finova group, finova Broker benefits from a comprehensive ecosystem that spans broker, lending, and savings solutions. This unique position enables us to integrate functionalities across the value chain, offering brokers tools that align seamlessly with wider industry processes.
Exciting updates on new integrations are on the horizon, further showcasing the advantages of being part of the larger finova family.
