"It is very important that we recognise the varying ways clients want to engage with their advice needs and to provide them with the tools to begin arranging their mortgage at a time which suits them, not just when it is convenient for us as the adviser."
JLM's launch comes after digital mortgage broker Hoocht pledged back in October to provide the 'fastest-ever' mortgage application process lasting a total of just 15 minutes.
Hoocht is a real-time mortgage advice platform using chatbots to handle customer conversations, which are followed by automatically-generated mortgage and borrowing capacity illustrations.
Customers are then passed to Hoocht's brokers for mortgage advice via online chat to help them make their final decision.
The Hull-based fintech firm claimed its artificial intelligence technology makes applying for a mortgage 'as quick and easy as online shopping'.
emma.hughes@ft.com
