First-time buyers accounted for 52.8% of UK mortgage sales in 2025, according to Office for National Statistics figures, compared with 33.8% around two decades earlier. This points to a material structural shift in the mortgage market, even as higher rates, stamp duty changes and affordability pressures continue to shape buyer behaviour.
For financial advisers, the opportunity is broader than a one-off mortgage recommendation. First-time buyers may need coordinated guidance on deposits, gifted-deposit evidence, protection, budgeting, savings and the longer-term interaction between mortgage commitments and investing.
AI can help firms triage and support this growing segment through document checklists, affordability-preparation workflows and personalised follow-up communications. However, advisers should retain oversight of AI-generated information, particularly where eligibility, suitability, vulnerable customers or regulated advice are involved.