First-time buyers accounted for 52.8% of UK mortgage sales in 2025, according to ONS figures, compared with 33.8% around two decades ago. This represents a structural shift in the core mortgage audience, even as higher rates, stamp duty changes and affordability pressures continue to shape buyer decisions.
For financial advisers, the opportunity is to combine mortgage advice with broader financial planning: deposit-building, gifted-deposit evidence, protection, budgeting and long-term investment habits. AI-led client journeys can help segment prospective buyers, identify missing documents early and provide timely, personalised reminders—but recommendations, affordability decisions and vulnerability assessments still require effective human oversight.
Adviser priorities include:
- Creating clear first-time buyer education journeys.
- Using AI document tools to reduce application preparation time.
- Maintaining auditable records of advice and customer communications.