It topped the Smart Money People Mortgage Lender Benchmark Study for the second consecutive reporting period.
Having led the rankings in H2 2025, OMS achieved the highest Broker Experience Index score in the CRM category, recording 67.
The platform was recognised for its consistently strong performance across overall satisfaction, ease of use, value for money and customer support.
The latest Benchmark Study highlighted the increasing expectations brokers placed on technology, with firms looking for platforms that simplified the advice process, improved case visibility and reduced unnecessary administration.
The Smart Money People Mortgage Lender Benchmark Study was one of the mortgage industry’s leading independent broker insight programmes, measuring broker experiences across lenders and technology providers.
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Dale Jannels (pictured), CEO of OMS, commented: “Being recognised once is rewarding but retaining that position is a much tougher test because broker expectations don’t stand still. Quite rightly, firms constantly expect more from the tools, platforms and solutions they use, placing greater pressure on technology providers to innovate quickly, deliver reliably and back that up with the right level of support.
“A CRM is no longer simply a place to record client information. It has become the operational hub of a modern advice business, connecting lenders, sourcing systems, protection providers, conveyancers and compliance into one joined-up process. The firms that continue to grow will be those whose technology gives them the freedom to spend less time on administration and more time developing their businesses.
“That’s why we’ve always focused on continuous improvement rather than standing still. Listening to our users has never been a marketing exercise for us; it’s how we decide what to build and improve next.”
Jake Sandford, head of data and analytics at Smart Money People, added: “Technology has become an essential part of the advice process, but brokers are no longer impressed by features alone. They’re looking for systems that fit naturally into the way they work, remove unnecessary complexity and allow them to spend more time supporting clients rather than managing processes.
“Our research shows OMS consistently met those expectations, achieving the highest Broker Experience Index in the CRM category through strong scores across satisfaction, ease of use, value for money and customer support. It’s a good example of how brokers continue to reward technology that delivers practical value every day.”
