Editor's note: This brief was summarised by The Property AI Newsroom from a report by Mortgage Solutions. Read the original article for full details.

JammJar Founder Calls for Overhaul of Mortgage CRM Technology

Current mortgage CRM systems are inefficient and underachieving, according to Karl Griffin, founder and CEO of JammJar. Griffin has called for the sector to move on from existing CRM technology, describing it as outdated compared to systems used in other industries.

Griffin observed that many mortgage firms use CRM systems mainly as a record-keeping tool for advice given, rather than as a productivity enhancer. He noted that much of the work related to mortgage advice is carried out outside the CRM, using email inboxes and spreadsheets. According to Griffin, this results in CRM records that serve only as evidence of completed sales, rather than supporting the full advisory process.

He attributed this to the onerous nature of updating and maintaining CRM systems, especially for advisers managing multiple clients. Griffin said that advisers often only enter case details into the CRM when a case is ready for submission, missing out on potential benefits from the technology.

JammJar is hosting a webinar titled ‘Are the days of the traditional CRM numbered?’ on 17 September to discuss inefficiencies in current working practices and technology. Griffin stated that the industry needs to move on from traditional CRM systems and take advantage of modern technology for better ways of working.

JammJar positions its platform as an operating system rather than a CRM, aiming to accelerate change in the sector. Griffin said that some brokers use multiple CRM systems before submitting cases on the required platform, which he sees as evidence of dissatisfaction with current technology. He also noted that some CRM providers focus on networks and clubs as their customers, rather than the advisers who use the systems daily.

Griffin acknowledged the importance of compliance in technology mandates but warned that this can constrain brokers if the technology does not align with their processes. He said JammJar demonstrates that it is possible to have a compliant system that also supports adviser and client experience, while other systems reveal a gap between compliance and technological capability.