Smart Money People launches latest broker feedback survey

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Smart Money People has opened its latest Mortgage Lender Benchmark survey, with brokers already responding in their hundreds to rate lender service levels and the technology they use.

The long-running independent study, now in its fifteenth edition, aims to identify which lenders are delivering the best service to mortgage brokers and their clients, while also providing lenders with detailed insight into how they compare with their peers. Results from the H2 2025 survey will be published in early December.

Brokers are invited to provide feedback on up to five lenders they have recently worked with, including banks, building societies, specialist and lifetime lenders. The survey covers key areas such as speed, criteria, communication, eligibility and relationship management, and asks brokers to share what each lender does well and where improvements could be made.

This edition of the study will again examine the technology used by brokers, including criteria and sourcing systems, reflecting the growing importance of digital tools in the mortgage process.

The Mortgage Lender Benchmark remains the largest broker feedback exercise in the industry. The June 2025 report featured responses from 1,111 brokers across 600 firms, who shared views on 134 lenders representing 98% of UK gross mortgage lending. That edition showed overall satisfaction rising to 4.22 out of 5 – the highest since 2020 – with the average Net Promoter Score improving to +40.9.

Jacqueline Dewey, chief executive of Smart Money People, said: “The regulator’s drive to promote technological development within the industry has led to fears that execution-only sales is to overtake advice.

“In our view, the value of advice has never been clearer and with a huge choice of lenders and products, service remains an important consideration when choosing a lender.

“I look forward to seeing if brokers’ satisfaction with lenders remains at the high levels recorded in H1 2025 and seeing how lenders continue to adapt to broker and customer demands.”

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