Leading adviser technology provider Twenty7tec has launched the 2025 Adviser Playbook to assist advisers with smarter planning.
The firm analysed data from the past five years, revealing insights into peak times for mortgage searches and customer expectations throughout the year.
The busiest time for mortgage searches and creation of European Standardised Information Sheet (ESIS) documents was between 11am and midday, followed by 2pm to 3pm and 3pm to 4pm.
February’s second week was found to be the peak week, with approximately 349,678 mortgage searches, while Tuesday was the busiest day for searches, accounting for 20.59% of the week’s activity.
For specific types, January was identified as the busiest for purchase searches, while remortgages peak in April.
First-time buyers were found to be most active on Tuesday, Wednesday, and Thursday, with February, March, and September being the busiest months.
Buy-to-let (BTL) searches peaked in quarters one and three, with only 4.5% occurring over the weekend.
The 8th day of the month was the busiest for BTL, whereas residential purchase activity peaked on the 15th.
Self-employed individuals were most active in January and February, around the tax deadline.
Nathan Reilly, director at Twenty7tec, said: “Advisers are now under more pressure than ever before. Take, for instance, the availability of products.
“We’ve never seen so many and yet this is paired with more industry changes and less notice.
“Not to mention the reduced income opportunities they face as a result of the increase in product transfers and the need to retain more customers, just to get the same level of business – all while navigating the added pressures of Consumer Duty.
Reilly added: “In today’s market, the purchase process is taking longer, and customers need extra support as they face property chain problems and rate changes.
“There’s also been an increase in customer enquiries, as media attention on mortgage rates has led customers to speculate about the quotes they’re being offered.
“All these factors are adding significant pressure on advisers, who must juggle meeting customer demands with maintaining high standards of service.
“That’s why it’s critical for advisers to regularly assess their tools and strategies to thrive in this uncertain environment.
He said: “High quality data plays a vital role in helping advisers to make smarter decisions, anticipate client needs, and plan their activities effectively.
“Without accessible, reliable data, advisers risk falling into a reactive cycle, missing opportunities to strengthen client relationships and drive cross-selling.
“To thrive in 2025, advisers must embrace effective workflow and task management systems.
“By leaning on technology to handle administrative tasks, advisers can free up valuable time to focus on their clients, demonstrate their expertise, and create meaningful value in a competitive market.”
