Boon Brokers has released research showing that most people trust online mortgage advice without checking who’s behind it.
The report found 81% of people use search engines for mortgage advice, but 74% do not always check if the advice comes from someone qualified or regulated.
Only 35% considered things like FCA registration when deciding who to trust.
The research also found 43% did not know that search engine optimisation (SEO), not expertise, usually decides who appears at the top of search results.
Customer reviews were a trust factor for 41%, with 31% taking mortgage advice from the top-ranked search result.
The study also found men were more likely to use search engines for mortgage advice than women, at 40% compared to 24%.
Older homeowners were 60% more likely than younger ones to think the top Google results for mortgage advice were regulated.
Gerard Boon, managing director at Boon Brokers, said: “When one decision can shape your finances for decades, trust can’t be built on popularity alone.
“It must be grounded in genuine expertise, transparency, and regulatory accountability.
“While we all appreciate the initial glam and usability of online sources, consumers need to go beyond this to start asking whether the source of advice is approved, regulated, and qualified.”
