Title: Why Client Retention Matters More Than Ever – Joanne Cole on the Future of Broker Engagement
In a recent episode of The Mortgage Broker Broadcast, Craig Skelton caught up with Joanne Cole, the founder of BrokerIQ, to talk about the evolving landscape of client engagement, retention, and the technology that supports brokers long after the initial mortgage or protection policy has completed.
It’s been 18 months since Joanne first appeared on the podcast, and in that time, both the mortgage and tech industries have changed dramatically. In this blog, we look at the big shifts she’s seen, the upcoming rebrand to Your Advisor Here, and why brokers should stop seeing post-sale communication as a luxury and start viewing it as a necessity.
From Folder to App: The Origin Story of BrokerIQ
Joanne’s journey began when, as a broker herself, she realised the post-sale experience was broken. After delivering seven protection policies to a single client, she handed over a bulky lever-arch folder and thought, “There must be a better way.” That moment inspired her to create a digital solution where clients could easily access all of their policies and communication in one place.
This practical frustration grew into BrokerIQ – a customer engagement platform focused on streamlining broker-client relationships, particularly in the protection space.
So What Exactly Is BrokerIQ?
Despite common misconceptions, BrokerIQ is not a CRM. Instead, it’s a tool that:
- Supports brokers with client onboarding and post-sale engagement
- Allows clients to access all documents in a branded app
- Automates regular check-ins, reviews, and policy updates
- Offers video education, reminders, and benefit triggers
- Helps brokers evidence compliance under Consumer Duty
It’s designed to sit at the front end of your client journey, handling communication and retention without replacing your existing systems.
The Rebrand: From BrokerIQ to Your Advisor Here
Joanne revealed that BrokerIQ is rebranding to Your Advisor Here, a softer and more inclusive name that reflects the platform’s core mission: helping advisors stay present and relevant in their clients’ lives long after the initial transaction.
It’s about making sure that when life happens – moving home, starting a family, illness, divorce – your client knows exactly who to turn to.
Why Retention Is the Hidden Growth Strategy
One of the biggest challenges brokers face is focusing too much on new business. Joanne argues that brokers often neglect existing clients, despite having worked hard to win them in the first place. BrokerIQ automates post-sale engagement so brokers can keep the connection alive without draining their time.
And this isn’t just good for business – it’s now essential. Under Consumer Duty regulations, brokers are expected to provide ongoing care, particularly in the protection space. Clients need to know what they’ve bought, how it serves them, and what their added benefits are. BrokerIQ makes that process easy and trackable.
AI, Automation, and the Path Ahead
Joanne also touched on the importance of automation and AI – not to replace brokers, but to handle the repetitive admin tasks that eat into their day. BrokerIQ includes features like:
- Auto-filling documents
- Triggered reminders for policy reviews
- Post-sale communications tailored to client profiles
Clients get value; brokers get peace of mind. And crucially, everything is evidenced and documented in one central place.
What’s Next for Your Advisor Here?
The future is full of potential. Joanne shared that the platform is expanding into the wealth management space, strengthening its integrations, and continuing to focus on burnout prevention by reducing brokers’ administrative burden.
With new AI-powered features on the horizon and a renewed focus on personalisation and client wellbeing, Your Advisor Here is positioning itself as an essential partner for every modern mortgage and protection broker.