The mortgage market is changing. It’s more competitive, more complex and more client-focused than ever before.

But it’s not just client needs that are evolving, competition among advisers is becoming increasingly fierce. In today’s landscape, advisers need a clear competitive edge.

For advisers, that edge often comes from being able to add value beyond the basics of sourcing a mortgage.

That’s where qualifications make a real difference. Clients want someone who can guide them through a wider range of financial decisions, someone they trust not just with the mortgage, but with the bigger picture.

COMMON SENSE

Take commercial advice, for example. It’s not just about office buildings or industrial units. It can mean advising on Sharia-compliant mortgages, complex buy-to-let scenarios, foreign purchasers, or mixed-use properties.

Business protection involves helping clients safeguard their livelihood through cover like key person insurance, income protection, business loan protection or private medical policies for staff.

And equity release remains a valuable option for many households, yet it requires a deep understanding of later-life lending and sensitive, long-term financial planning.

Advisers who are qualified to support clients in these areas don’t just provide more value, they stand out. In a crowded, fast-moving market, that kind of breadth is what builds trust, builds reputation, and builds business.

LENDER FAYRE

We have always known that ambitious advisers are the heartbeat of this industry. But at our recent Lender Fayre, that belief was confirmed more than ever.

We had a packed agenda of networking, learning and celebrating. But one thing stood out above all else: the sheer appetite from our self-employed advisers to develop new skills and push their business forward.

SIGN-UP SURGE

Amongst the Lender Village was our dedicated stand for our license qualification courses, where we saw a surge in interest.

Advisers weren’t just stopping by out of curiosity; they were signing up for upcoming sessions in business protection, commercial advice and equity release.

These are not small CV add-ons; they are career shaping qualifications that can open new income streams and elevate the service advisers provide clients to a whole new level.

The level of interest and drive for growth we saw was a clear reminder of the ambition that exists across the industry.

It reflects the shift we’re seeing in the market: today’s advisers aren’t just looking to get by, they want to stand out, and to stand proud. They want to future-proof their businesses and offer advice that goes beyond the basics.

OPORTUNITY KNOCKS

It’s also important to remember that this level of growth doesn’t just benefit individual advisers, it strengthens the entire business.

A more knowledgeable adviser base means better outcomes for clients, a stronger reputation in local markets and ultimately, a more sustainable profession. It’s a snowball effect that can all start with the adviser growth.

What we’re seeing now is a fresh new generation of advisers taking ownership of their development. Whether they’re joining us from a corporate background or branching out from employment, they’re choosing to specialise, scale up and improve their skillset. That’s what our license courses are all about.

EAGER BEAVERS

While some advisers may still prefer to refer out more complex cases and benefit from a revenue share, it’s been encouraging to see so many eager to take full ownership of the advice process.

This not only deepens their client relationships but also strengthens their long-term value as advisers.

Ben Alkins is head of mortgages and protection at Just Mortgages