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.

SBG’s Cherrington Urges Brokers to Stay Flexible with Tech Choices

Claire Cherrington, director of PMS and Bankhall at Sesame Bankhall Group (SBG), has advised brokers to focus on achieving the best outcomes rather than remaining loyal to specific technology platforms. Cherrington highlighted the rapid pace of change in technology and artificial intelligence (AI), noting that firms must be prepared to switch tools as better options become available.

Cherrington told Mortgage Solutions that even firms with established AI strategies should remain open to adopting new tools, as advancements in AI are happening quickly. She pointed out that the move from agentic AI to artificial general intelligence (AGI) is underway, combining AI with robotics to better imitate human intelligence. Cherrington shared her own experience of switching from one AI model to another, transferring learned information to the new system.

She observed that larger firms in the industry are starting to use AI-backed compliance services, with most applications currently focused on transcription and day-to-day activities. In the wealth sector, AI is being used to complete fact finds and generate suitability reports. However, Cherrington noted that smaller firms, particularly those with up to five employees, are less likely to adopt new technology due to uncertainty about its use and benefits. To address this, SBG runs webinars and helps firms identify opportunities to automate manual tasks.

Cherrington also discussed SBG’s approach to customer relationship management (CRM) systems, stating that the group is reviewing its CRM strategy and taking an agnostic approach to ensure smooth data transitions. She emphasised the need to offer a range of CRM options at different price points, as some brokers prefer basic systems while others are willing to pay more for advanced features. Cherrington added that while some advisers are developing their own sourcing systems and CRMs, most available CRM systems are improving but still require further advancement from technology providers.

For UK letting agents and inventory clerks, the message is clear: staying adaptable with technology choices and being open to new tools can help firms keep pace with industry changes and improve operational efficiency.