Welcome back to The Mortgage Broker Broadcast. In this article, we’re diving into one of the biggest regulatory shifts in recent years — the FCA’s removal of the advice trigger for execution-only mortgage sales.
This change could reshape how consumers obtain mortgages and how brokers protect their client relationships. And while some see it as a threat, the reality is this:
👉 Your value as a mortgage adviser has never been more important.
Let’s break down what the change means, why it matters, and how brokers can strengthen retention in a market where clients can more easily bypass formal advice.
What Has Actually Changed?
Until now, any interactive dialogue with a potential borrower (even a simple back-and-forth conversation) automatically triggered the requirement to give regulated mortgage advice if the client chose to proceed.
That is no longer the case.
In July 2025, the FCA removed the automatic advice trigger.
This means:
- You can now have conversation and provide personalised information
- Without being forced to give advice
- And the customer can still choose to proceed on an execution-only basis
…but only if the customer:
- Positively elects execution-only,
- Confirms they understand they’re giving up the protection of suitability rules, and
- Chooses explicitly to proceed without advice.
Importantly:
The FCA still requires firms to:
- Identify execution-only customers who may actually need advice,
- Prevent foreseeable harm under Consumer Duty, and
- Continue applying responsible lending and affordability assessments.
Execution-only has become easier to access —
👉 but the risk hasn’t changed.
Why the Change is Causing Debate
Almost all mortgage sales in the UK since 2015 have been advised. There’s a reason for that:
- Mortgages are complicated
- Buying a home is stressful
- Most consumers have limited financial resilience
- Many do not know what they don’t know
- People only realise they needed advice after something goes wrong
Critics argue the removal of the trigger could:
- Make clients mistakenly believe they’ve been advised
- Lead consumers to opt out of advice without understanding the consequences
- Encourage product choices based purely on price, not suitability
Execution-only removes friction —
but it doesn’t remove risk.
What Does This Mean for Brokers?
At first glance, it might feel like clients can now ring their lender, get personalised information, and bypass brokers entirely.
But in reality?
👉 This reform highlights why brokers are essential.
Advice is not about product selection alone. Advice is about:
- Understanding the client’s real financial situation
- Explaining risks, trade-offs, and long-term implications
- Navigating life events (job loss, new baby, separation, credit issues)
- Stress-testing future affordability
- Protecting the client from making harmful financial choices
A comparison website can’t do that.
A call centre can’t do that.
A lender’s script-based conversation can’t do that.
And lenders now carry more responsibility
They must put controls in place to identify when an execution-only customer actually needs advice. This increases the likelihood that vulnerable customers or complex scenarios will be redirected back to advisers.
Rather than letting consumers “slip through the cracks”, brokers can position themselves as the trusted human alternative.
Why Retention Now Matters More Than Ever
With execution-only becoming more accessible, competition for clients will intensify.
Lenders will:
- Push direct-to-consumer channels
- Advertise low or zero fees
- Use automation to keep customers away from brokers
- Provide personalised product info without triggering advice
This means brokers must double down on retention, loyalty, and client experience.
Here’s how.
1. Stay in Touch All Year Round
Don’t wait until a client’s fixed rate ends.
Stay visible with:
- Monthly or quarterly email updates
- Market trend summaries
- Base rate changes
- Early reminders about product expiries
- Annual or semi-annual mortgage reviews
If you keep your clients informed, they’re far less likely to drift toward a lender’s execution-only path.
2. Educate Clients on “Information vs Advice”
You must clearly explain:
- Personalised product information ≠ regulated advice
- Execution-only pushes responsibility onto the customer
- Advice provides suitability, protection, and recourse
Clients don’t always understand these differences until someone explains them clearly.
Make education your competitive advantage.
3. Deliver Value Beyond Mortgages
Create a relationship that goes beyond the loan.
Help clients with:
- Protection
- Home insurance
- Wills and estate planning
- Budgeting and financial confidence
- Landlord portfolio reviews
If clients see you as their ongoing financial partner, they’re far less tempted to go elsewhere.
4. Use Technology to Match Lender Speed
Execution-only appeals to consumers because it’s quick.
So brokers must compete with:
- CRM automation
- Digital fact finds
- Secure portals
- Instant document upload
- Automated updates
- Reminders and renewal workflows
Speed matters.
But speed + quality of advice is unbeatable.
5. Build Emotional Loyalty
People stay with people they trust.
Practical ways to reinforce loyalty:
- Send move-in cards
- Remember life events
- Celebrate milestones
- Maintain a human tone in communication
- Respond quickly and empathetically
Emotional loyalty survives marketing campaigns and “cheap direct deals”.
6. Identify At-Risk Clients Early
Use your CRM and client conversations to flag:
- Anyone asking about execution-only
- Price-sensitive clients
- Clients with financial vulnerability
- First-time buyers who may be unaware of risks
Reach out proactively.
Under Consumer Duty, you must prevent foreseeable harm.
Proactive communication = client protection + retention.
7. Don’t Compete on Price Alone
Price is rarely the reason clients leave.
Clients stay loyal when they understand:
- The risks of going it alone
- The complexity behind mortgage choices
- The long-term benefits of ongoing advice
Your messaging should highlight:
- Expertise
- Personalised recommendations
- Risk reduction
- Protection
- Peace of mind
Let lenders chase fees.
You focus on value.
Balancing Choice and Protection
The FCA’s goal is simple:
Give consumers more autonomy and reduce unnecessary friction.
And for a small number of financially savvy customers, execution-only might be appropriate.
But most people still need:
- Guidance
- Clarity
- Risk management
- Long-term planning
- Support when circumstances change
The balance between choice and protection is where good brokers shine.
Final Thoughts: Don’t Panic — Position Yourself
The removal of the advice trigger is not a threat to the profession.
It’s an opportunity.
An opportunity to:
- Reinforce your value
- Build retention
- Strengthen relationships
- Improve your communication
- Modernise your process
- Educate clients on the importance of advice
- Stand out in a self-service world
Your job doesn’t end when the mortgage completes.
Clients who understand that will stay with you for life.
Want Support Implementing These Strategies?
If you want help building a stronger, more resilient broker business:
- Check out The Broker Foundry YouTube channel, where Jonathan Needham and I share practical insights every month.
- Visit craigskelton.co.uk and explore the Self-Employed Broker Pathways for launching, scaling, or becoming an AR.
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And as always — run your own race.