Loan Market’s Scale Up conference put AI search firmly in the spotlight, revealing that visitors arriving through AI tools are far more likely to convert than traditional search traffic
Mortgage advisers may need to rethink how they market themselves online, with Loan Market revealing that visitors arriving through AI-powered search tools convert 4.4 times more effectively than those coming through traditional organic search.
The figure was shared by Loan Market chief commercial and transformation officer Tim Andrew (pictured) at the network’s 2026 Scale Up conference in Christchurch, where technology, AI and the changing way consumers find financial advice were key themes.
More than 800 mortgage and insurance advisers, support staff, business partners and lender representatives from New Zealand and Australia attended the three-day conference – the first Trans-Tasman Loan Market conference to be hosted in New Zealand.
Andrew told delegates that consumers are changing how they seek and consume information, creating both disruption and opportunity for advisers. “Periods of disruption mean a need for change and with it opportunities to adapt and improve," he told the crowd.
Why are AI search visitors more likely to convert?
Traditional online searches often represent the beginning of a borrower’s research, where someone may enter a broad search term, open several websites and move between lender, adviser and comparison pages while trying to understand their options. However, AI search is more conversational.
Andrew said: “AI is fundamentally changing how consumers research online, particularly around financial advice.
“Instead of broad web browsing and clicking through multiple search links, consumers are increasingly using AI engines to ask detailed, conversational queries. And because AI search tools evaluate options and answer initial questions upfront, users who click through to an adviser's website are already well-informed, pre-qualified and further down the decision-making process.
“That high-intent audience is why AI search visitors are 4.4 times more likely to convert into clients than traditional web visitors.”
This means advisers increasingly need to consider whether their online presence gives AI platforms enough reliable information to understand their expertise and recommend them accurately.
Moving from keywords to online authority
For advisers, the shift is not necessarily about abandoning search engine optimisation. However, it places greater emphasis on demonstrating genuine experience, trust and authority rather than simply targeting popular keywords.
“Loan Market advisers are actively adapting by strengthening their online profiles, collecting verified customer feedback, and sharing authentic, real-world lending experience that AI engines can verify and cite. Additionally, they are structuring their web content so AI tools can easily read and accurately recommend them to prospective clients seeking financial advice,” explained Andrew.
That could mean providing clear answers to the detailed questions borrowers are asking, such as how parental guarantees work, whether self-employed income will be accepted, or what options are available to clients who do not meet mainstream bank criteria.
Loan Market NZ’s national director Nicole Ferguson added consumers were already showing growing confidence in the advice channel, with mortgage advisers now writing nearly 70% of home loans across New Zealand.
“With mortgage advisers now writing nearly 70% of home loans across New Zealand, Kiwis are turning to advisers more than ever before to navigate their options.
“While that shift demonstrates the huge trust consumers place in our industry, staying at the forefront requires constant evolution.”
Loan Market reported a network Net Promoter Score of more than 98, supported by 13,319 five-star Google reviews in New Zealand. In an AI-led search environment, that feedback may serve two purposes: reassuring prospective clients while giving search platforms verifiable evidence of an adviser’s reputation and customer experience.
Being found by AI is only the first step
While AI can help consumers research lending and find an adviser, Loan Market executive chairman Sam White said advisers must continue demonstrating the human value they bring to the process.
“We’ve been through markets where new application numbers are down. We’ve been through that.
“But when people are talking about the market dropping, the reality is there is still a bucket load of opportunity out there. Your clients and referrers need you more than ever. They want someone who can bring energy and help them make it happen. How do you add value as an adviser that clients can’t get from AI? Advisers will win by bringing more genuine humanity into the process with their customers, simply by picking up the phone and seeing them face to face”.
The emerging challenge is therefore twofold. Advisers need content and customer evidence that make them visible and credible to AI engines, while ensuring the experience after that initial discovery remains distinctly personal.
AI may increasingly influence which advisers borrowers find, but an adviser’s judgement, empathy and ability to guide clients through complex decisions will determine whether that online inquiry becomes a lasting relationship.
