HLPartnership (HLP), one of the UK’s leading mortgage and protection networks, has announced the launch of its in-house developed CRM system. Designed specifically for mortgage and protection advisers, this proprietary platform integrates every aspect of the advice journey, giving advisers complete control. With this launch, HLP reaffirms its commitment to redefining how technology supports advisers, enabling them to build stronger client relationships and manage their businesses more effectively.
Over recent years, HLP has invested significantly in its in-house technology capabilities, assembling a dedicated tech team led by Chief Technology Officer David Steele. The team’s mission has been to create a bespoke system tailored to the needs of advisers, their clients, and partners. Unlike third-party systems that may lack flexibility, HLP’s platform has been purpose-built in collaboration with its member firms. By incorporating adviser feedback and conducting extensive testing through pilot groups, HLP has ensured the CRM system is rigorously designed to deliver meaningful value and support.
This CRM system builds on the success of HLP’s widely praised commissions system, which provides transparent, on-demand statements, and its advanced communication portal, which keeps advisers informed and connected. Together, these tools form a powerful, integrated ecosystem designed to meet the day-to-day needs of advisers and their clients.
Christopher Tanner, CEO of HLP, commented:
“Technology has always been a key focus for HLP, and we recognise its vital role in preparing advisers for the future. This launch marks the beginning of an exciting new chapter for HLP, as our strategic partnership with BetterHome Group allows us to accelerate the development of member-led technology while harnessing their expertise alongside our own.
We understand the challenges of running a successful advice business, which is why our CRM system is more than just software—it is a comprehensive solution created by advisers, for advisers. It simplifies processes, boosts productivity, and focuses on what matters most: efficiency, compliance, and client outcomes. Designed to grow with businesses, it provides long-term value for our members.
Thanks to our partnership with BetterHome Group, we are pushing the boundaries of innovation and delivering tools that meet the evolving needs of advisers and their clients. At HLPartnership, we listen, innovate, and deliver, always putting advisers and their clients at the centre of everything we do. Our significant investment in bespoke technology reflects our commitment to helping our members succeed today and in the future.”
The system has been developed in collaboration with member firms and is designed to optimise business operations while maintaining a sharp focus on compliance and delivering strong consumer outcomes.
Key Features of the CRM System
- Integrated Tools: Manage client pre-qualification, sourcing, case progression, and follow-ups from one central location, reducing admin time.
- Client Management: Supports long-term client relationships through every stage of the advice journey
- Workload Management: Evaluate lead performance, organise daily tasks, and track pipelines with ease.
- Compliance Support: Includes automated disclosures, comprehensive audit trails, document management and a reimagined suitability letter process for clear and compliant outputs.
- Enhanced Case Management: Streamlines team collaboration by providing easy access to tools and information.
- Future-Focused Development: The system will continue to evolve with planned updates, ensuring it meets the changing needs of advisers.
Adrian Newling-Goode, Managing Director of Hilltop Mortgage Solutions and an early adopter, said:
“The new CRM system is an excellent tool that brings everything you need into one place, making my experience of using it extremely positive.
Having worked in financial services for 25 years, I’ve tested, developed, and implemented numerous CRM systems. The support from the team at HLP has been outstanding—truly a breath of fresh air. They are approachable, receptive to feedback, and committed to shaping the system to meet advisers’ needs.
The new Suitability Letter feature is incredibly quick and easy to complete, and the system as a whole is intuitive and straightforward to navigate. The document upload functionality is clear and well-structured, making it significantly easier to package cases.
With exciting updates on the horizon, I’m confident this system will continue to enhance both the adviser and client journey, making it faster, more streamlined, and even more effective.”
As part of its phased rollout, HLP is providing comprehensive training programmes and access to dedicated system support teams to ensure firms of all sizes can unlock the CRM system’s full potential. By working closely with firms at every stage, HLP is delivering a smooth transition and ensuring advisers have the tools and support they need to succeed.
