First-time buyers represented 52.8% of UK mortgage sales in 2025, according to ONS figures, compared with 33.8% two decades ago. At the same time, Gable has introduced a 100% LTV range, while first-time-buyer LTV has reportedly reached 85.6%, its highest level since before the financial crisis. These trends underline both the importance of the segment and the intensity of affordability pressures.
The opportunity for advisers is not simply to find a high-LTV product. Clients need clear modelling of monthly payment resilience, total borrowing costs, gifted-deposit evidence, property suitability and the implications of longer mortgage terms. AI can make affordability preparation and document collection more efficient, but firms should carefully test automated suitability prompts for bias and ensure Consumer Duty evidence remains complete—particularly for customers with thin deposits or complex incomes.