AMI name change
The Association of Mortgage Intermediaries (AMI) is changing its name to Advice, Mortgages, Insurance. Brokers, one question: what are your thoughts?
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The old name did what it said on the tin. The Association of Mortgage Intermediaries was clear, serious and well understood. Advice, Mortgages, Insurance feels less like a trade body and more like a banner you would see on a local broker’s stand at a village fete.
There are already brokers who feel AMI does not always reflect the view from the coalface. This rebrand may make that feel even more pronounced. It shifts the emphasis away from intermediary representation and towards a broader, softer identity.
I am not sure what problem this solves. A trade body needs clarity and credibility. This weakens both.
There are already brokers who feel AMI does not always reflect the view from the coalface. This rebrand may make that feel even more pronounced. It shifts the emphasis away from intermediary representation and towards a broader, softer identity.
I am not sure what problem this solves. A trade body needs clarity and credibility. This weakens both.
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AMI has rebranded as Advice, Mortgages, Insurance. Whether it's a clearer reflection of modern advice firms or simply AMI with three strategically placed pregnant pauses remains open to debate.
What brokers are likely to be more interested in is whether the organisation can continue to influence lenders, challenge poor outcomes and give advisers a stronger voice with the FCA. A new name is one thing, while making life better for brokers is quite another.
What brokers are likely to be more interested in is whether the organisation can continue to influence lenders, challenge poor outcomes and give advisers a stronger voice with the FCA. A new name is one thing, while making life better for brokers is quite another.
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A somewhat strange decision, the ‘Association of Mortgage Intermediaries’ had a certain splendour and professionalism about it. To change to ‘Advice, Mortgages and Insurance’ doesn’t represent who we are, but what we do. The fact it’s the same initials doesn’t make it any more palatable , if Woolworths had been renamed Records, Toys and Pick n’ mix instead, perhaps they would still be here today?
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I want to get it. But I don’t get it. It could be me.
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No mortgage broker cares how modern the name of this trade body is, they care about it’s ability to drive meaningful change, defend the industry and provide support. Of all the things that would be positive changes, this renaming isn’t one of them, and risks making the association less recognisable and relevant.
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Whilst a lot of thought (and money) might have gone into the name change, it’s probably going to be short lived. The name change makes it look like a brokerage than a trade body. AMII might have been better. Association of Mortgage & Insurance Intermediaries. Easy.
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I actually like the direction of it. The old name made sense historically, but the market has moved on. Mortgage brokers are no longer just placing mortgages; they are often dealing with protection, affordability, vulnerability, debt, later-life borrowing, first-time buyer education and wider financial conversations.
The word “advice” matters because it reminds the public that good brokers are not just product finders. We are interpreters, planners and risk managers. A mortgage decision can affect someone’s family, cash flow, protection needs and long-term financial confidence.
My only caution is that a name change has to mean something in practice. If the profession wants to be seen as advice-led, we need to keep raising standards, explaining value properly and moving away from the idea that the job is just finding the cheapest rate.
So yes, I welcome it, as long as it reflects substance, not just rebranding.
The word “advice” matters because it reminds the public that good brokers are not just product finders. We are interpreters, planners and risk managers. A mortgage decision can affect someone’s family, cash flow, protection needs and long-term financial confidence.
My only caution is that a name change has to mean something in practice. If the profession wants to be seen as advice-led, we need to keep raising standards, explaining value properly and moving away from the idea that the job is just finding the cheapest rate.
So yes, I welcome it, as long as it reflects substance, not just rebranding.