The industry leader at Google UK, told brokers to establish their presence with a website, as more consumers use the web to purchase financial products.
He said: “An increasing number of consumers go online – with more than 70% of people feeling confident enough to get financial advice without a broker. With consumers using the Internet like a trusted adviser in this process, it is vital that brokers tap into the digital market as a tool to leverage.”
Morgan added that while consumers turn to the web for financial information, there will always be a need for human interaction.
He said: “With mortgages being one of the biggest purchases that a consumer makes in their lifetime, they want human interaction to make sure they are being advised correctly.
Morgan also urged brokers not to shy away from social media tools, regarding it as a “major manifestation of power” for consumers.
But he added: “It is worrying to think that around 70% of online consumers trust recommendations from people they don’t know.
“They use social media as a tool to reaffirm their decisions, and that is why it’s so important for brokers to jump onto the social media bandwagon to make sure these consumers are being recommended the right deals and are being advised correctly. This can only benefit their business,” said Morgan.
