Client retention is becoming a sharper competitive issue. One industry commentary suggests that, for some broker firms, existing-client retention has fallen below 50%, while research from the Current Account Switch Service found that 41% of mortgage holders who switched banks did so for customer-only mortgage deals and rates. Barclays is also launching a fast-track remortgage service aimed at quicker switching.
AI-driven CRM workflows could help advisers prioritise the clients most at risk of leaving: for example, those nearing an expiry date, facing a payment shock or engaging with rate-comparison content. A sensible programme should combine predictive prompts with adviser-led conversations, accurate product sourcing and consent-aware data use. Automation can improve timing, but retaining trust remains a human task.