Mortgage switching tool partners with Prudell

Michael Lloyd

November 26, 2019

Mortgage switching tool Dashly has partnered with London-based mortgage and protection adviser Prudell.

Dashly is running its adviser-only pilot exclusively through Paradigm Mortgage Services members until the New Year, before making itself available to the wider mortgage adviser community in January 2020.

Throughout November, Prudell has been onboarding its entire client base onto co-branded Dashly dashboards, which will continuously identify clients that could save money by switching.

This is even if they are in a fixed rate period and need to pay an early repayment charge (ERC) and other costs.

Simon Redler, managing director at Prudell, said: “The market is awash with tech targeted at advisers, but for us, Dashly is game-changing and in a league of its own.

“It works away in the background identifying opportunities to save our clients money that no amount of manpower could, which will give us a lot more chances to speak to our clients and focus on the part of the job we like most: offering advice.

“The fact that it integrates seamlessly alongside our existing CRM systems and made onboarding our client base effortless was another big selling point.

“Our digital strategy has been instantly accelerated, with every one of our past clients receiving a personalised home report each month, which will keep us top of mind and improve conversion rates for renewal business.

“Dashly is an end-to-end package that we believe will future-proof us in the rapidly evolving mortgage space.”

Ross Boyd, founder at Dashly, added: “It’s great to have Prudell onboard. Like us, they’re 100% focussed on delivering the right customer outcomes and are looking beyond the traditional transactional approach of advisers to life-long relationships built on regular client touchpoints.

“Our platform means advisers no longer have to wait two, three or five years to speak to their clients but will have the chance to communicate with them far more regularly.

“For those firms that are yet to prioritise client retention, it’s arguably the most important part of building tangible value in your business and that, along with the increases in predictable, recurring revenue that comes from more regular switching, is what Dashly delivers.”

Bob Hunt, chief executive of Paradigm Mortgage Services and non-executive director of Dashly, said: “Paradigm are thrilled to be able to offer our members exclusive access to Dashly before it opens to the wider adviser community at the beginning of next year.

“Unlike comparison sites, or banks going directly to intermediary-introduced customers, Dashly’s tech provides no threat to advisers but actually enhances and consolidates their relationship with clients, strengthening their brands in the process.

“Critically, it only works with the involvement of an adviser, who ultimately recommends what is suitable for their client once Dashly’s tech has identified money-saving switching opportunities.”


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