For a business with 650 mortgage advisers across both employed and self-employed models, delivering a consistently great client experience is no small feat.
For Just Mortgages, the turning point came two years ago when they rolled out VouchedFor’s enhanced client survey, Elevation, across the firm. What started as a way to meet Consumer Duty requirements quickly became a catalyst for cultural change – one that has sharpened their sales process, strengthened compliance, improved fairness for clients,
and ultimately won them the Large Mortgage Advice Firm of the Year award at the VouchedFor Client Experience Awards.
Discovering data trends
Before Elevation, the business had always valued feedback. Many advisers were already using VouchedFor individually, and the compliance team ran their own customer surveys.
But manual methods were slow, hard to analyse, and didn’t give the big-picture.
As Liz Yates, Head of Compliance, puts it:
“We’ve got a very prescribed sales process, but you don’t know something’s not working until people tell you. Elevation shows us whether an issue is an anomaly or a pattern – whether it’s one adviser or an entire region that needs
support.”
That level of clarity has proved invaluable. By tracking themes across hundreds of reviews, Liz’s team can identify exactly where the sales process needs refining, where training is required, and where clients aren’t getting the same experience.
Turning insights into action
One of the most striking examples came from their referral programme. The firm already offered a £50 “refer a friend” incentive, but feedback revealed that not all clients knew about it.
For Head of Operations Jessica Earey, the takeaway was clear:
“If a client doesn’t know what’s available to them, we’re missing an opportunity – commercially, and in terms of fairness.”
That single insight led to tighter manager briefings, adviser training, and better communication across the network. The result? More consistent client conversations and greater potential for organic growth.
More than compliance - a tool for growth
While Elevation helps Just Mortgages demonstrate Consumer Duty compliance, its value runs far deeper. Weekly reviews of the data highlight not just potential risks but opportunities to improve service and generate business.
Because the platform makes it easy to compare performance against industry benchmarks, Liz’s team can see instantly whether they’re ahead, on par, or lagging in any area. This urns abstract targets into tangible goals for managers and advisers.
“If the benchmark is 80% positive and we’re at 85%, great. If we’re at 40%, we know exactly where to focus,” says Liz.
Embedding feedback into the business
From the start, the rollout focused on buy-in. Webinars explained to advisers why the change was happening, how it would benefit them, and what they could do with their feedback. Managers were shown how to use the data in one-to-ones.
Today, feedback is part of the rhythm of the business and not an add-on. Advisers see their own results, managers see their team’s, and the leadership team sees the whole picture.
Recognition built on real client voices
In 2025, Just Mortgages’ commitment to feedback was recognised when they won Large Mortgage Advice Firm of the Year at the VouchedFor Client Experience Awards.
Unlike many industry awards, this one was based solely on verified client reviews. “That’s what made it so special,” says Liz. “It wasn’t about who paid for the biggest table on the night – it was about what our clients actually think of us.”
The win was celebrated across the network and used as a marketing asset for advisers, who can now showcase the award in their email signatures and social profiles.
Why they wouldn’t go back
Looking back, both Liz and Jessica agree Elevation has become essential. Manual surveys could never deliver the same scale, speed, or insight.
“If it was taken away tomorrow, we’d really struggle,” says Jessica. “There’s nothing else that could replicate it.”
And while compliance was the starting point, it’s the commercial and cultural impact that’s made the biggest difference. From fairer client experiences to better data-driven decisionmaking, VouchedFor has helped Just Mortgages turn client feedback into a genuine competitive advantage.
