AI vs. mortgage broker: what do young people prefer in 2025?

Real estate is an increasingly important topic for young adults, especially those looking to buy their first home. But when it comes to seeking financial advice and navigating the complex world of mortgages, do young people prefer talking to a real-life mortgage broker, or would they rather interact with an AI assistant?

The evolution of young consumers' habits

Millennials and Generation Z have grown up with technology. They are accustomed to searching for information online, comparing options, and making financial decisions with the help of digital tools. According to a PwC study, nearly 70% of young adults prefer using apps and chatbots to obtain financial information before speaking with an expert.

Does this mean they completely avoid mortgage brokers? Not necessarily. It seems they prefer a hybrid approach, where AI helps them gather information before engaging in a discussion with a human professional.

The advantages of AI assistants for young borrowers

1. 24/7 availability
   Young adults often have busy schedules, balancing work, studies, and social life. An AI assistant is accessible at any time, unlike mortgage brokers who have fixed working hours. This allows young people to get immediate answers, no matter the time of day.
   
   
2. Speed and efficiency
   Rather than scheduling a meeting with a broker and waiting for a thorough discussion, an AI assistant can provide instant estimates, rate comparisons, and answers to common questions.
   
   
3. Autonomy and privacy
   Many young people prefer to conduct their own research before speaking with an expert. AI allows them to explore different options without pressure and without having to share personal information right away.
   
   
4. Personalization
   Modern AI assistants, such as those integrated into mortgage brokerage platforms, can analyze a user’s financial profile and offer tailored recommendations, enhancing the overall customer experience.

Why mortgage brokers remain essential

Despite AI’s advantages, mortgage brokers remain key players in the home-buying process for several reasons:

1. Human expertise and personalized advice
   While AI can provide accurate information, it cannot replace the intuition and experience of a broker who understands financial complexities and can offer personalized strategies.
   
   
2. Handling complex cases
   Some cases don’t fit neatly into standardized algorithmic models. A broker can help create custom financing solutions for self-employed individuals, buyers with unique credit histories, or those with specific needs.
   
   
3. Negotiation with financial institutions
   Unlike AI, a broker can negotiate directly with banks and lenders to secure the best terms for their clients.
   
   
4. Emotional support and trust
   Buying a home is a major decision that can be stressful. A broker provides a reassuring human touch that is often missing in AI interactions.

Toward a hybrid approach: the best of both worlds

Young people are not rejecting mortgage brokers, but they expect a seamless digital experience before engaging in a human conversation. The future of mortgage brokerage lies in a hybrid approach that combines:

• AI for quick pre-qualification, answering basic questions, and guiding clients through their initial research.
• Mortgage brokers for added value in terms of advice, negotiation, and advanced personalization.

Platforms integrating AI solutions like WelcomeAI help brokers stay competitive by automating repetitive tasks while maintaining a strong client relationship. The goal is not to replace human professionals but to enhance the customer experience by facilitating access to information and personalizing services.

Conclusion

Young adults seek both speed and expertise when managing their finances. AI provides valuable autonomy in their initial research, but human brokers remain essential for finalizing and optimizing the mortgage process. The future of mortgage brokerage depends on balancing technology and human interaction, allowing young buyers to enjoy the best of both worlds.