In this ‘In Focus‘ article, Sarah Tucker, mortgage expert at HomeOwners Alliance, explores how technology, digital communication and trusted online content can help brokers engage younger borrowers earlier in their homeownership journey, while highlighting why human advice remains as important as ever.
The next generation still wants to own a home
While many things have changed in the mortgage & property sector, one thing hasn’t. Young people still want to buy a home.
HomeOwners Alliance research shows the proportion of non-homeowners who want to own rose from 64% in 2025 to 73% in 2026. But confidence is the issue: 52% of those who want to own doubt they will ever achieve it.
I believe negative headlines and messaging contribute to this belief alongside a lack of education. But the way younger adults find, consume and trust information has changed fundamentally – and the mortgage & property sector needs to change with it.
How younger borrowers are changing the way they seek advice
For previous generations, the journey might have started with an appointment at a bank. Today, it is more likely to begin with TikTok, YouTube, a podcast or an AI tool.
Some 97% of 16 to 45-year-olds use social media, while UK adults spend around four and a half hours a day online. YouTube is especially powerful among 18 to 34-year-olds, and more than half of UK adults are reported to use ChatGPT for over 2 hours a day.
Turning digital platforms into opportunities for education
Many younger people are curious and trying to educate themselves, because they were never taught enough about mortgages, credit, deposits or interest rates at school and they want to gain knowledge in these areas, getting information that is quick, accessible and understandable.
I have seen how powerful digital communication can be. A short video answering a simple mortgage question can reach someone exactly when they are confused or beginning to think seriously about buying.
The questions are practical: how much deposit do I need? Can I get a mortgage if I am self-employed? Should I fix now? What can I afford?
A short video cannot replace personalised advice, but it can challenge a misconception, explain unfamiliar language or give someone confidence to take the next step. It can also build a relationship with your community and audience at scale, whilst feeling deeply personal in the moment for the client.
Younger buyers are using more sources of information
HomeOwners Alliance research shows how advice habits are changing. Banks and building societies remain the most widely used source among homeowners, at 51%, with mortgage brokers close behind at 48%.
But younger homeowners use a wider mix of information. Among under-35s, 17% use AI tools for homebuying and mortgage information, compared with 9% overall. They are also more likely to use online forums, at 18% and social media influencers at 15%.
Family and friends remain important too, with 33% of under-35s relying on them for advice, compared with 19% overall.
Why trusted mortgage advice matters more than ever
Younger buyers are not replacing traditional advice with technology. They are combining sources: watching a video, asking ChatGPT, speaking to parents and then contacting a mortgage broker.
The problem is that not every source is accurate, qualified or suitable for an individual’s circumstances.
The opportunity for brokers to engage earlier
That is why regulated professionals need to become more visible where younger people already spend their time. TikTok, Instagram, YouTube and podcasts should not be treated as marketing channels alone. They are increasingly places of education.
Financial influencers can reach huge audiences, but financial content has real consequences. Anyone providing regulated advice must have the correct qualifications and permissions, and the FCA needs to continue to support the industry with this.
That is one reason I am so excited to have joined HomeOwners Alliance as its mortgage expert.
HomeOwners Alliance already has what is difficult to build online: reach, an established audience and, most importantly, consumers’ trust. Millions of people come to the website for independent help with buying, selling and owning their homes.
That makes it a powerful platform for reaching people earlier in their journey, including younger buyers who may not yet feel ready to approach a bank or broker.
By combining trusted advice with video, podcasts and social media, we can make reliable mortgage information available in the formats people now expect.
AI can support the journey, but human advice remains essential
AI will also be part of this shift. HomeOwners Alliance found that 52% of homeowners under 35 would be likely to use AI in the homebuying process, compared with just 8% of over-55s. But people are not looking to AI to replace human judgement.
They are most interested in general advice, affordability comparisons and area research, and less comfortable relying on it to secure a mortgage or to negotiate.
That feels like the right balance. Technology can help people research and build confidence, but buying a home is emotional, complicated and deeply personal. People still want to speak to a human being when the stakes are high.
The future is not human advice or technology. It is both. We should use technology to educate and support people before they are ready to speak to an adviser, as well as streamline the processes involved in homebuying and selling. Then make sure expert human guidance is there when they need it most.
