"You're not just selling a mortgage, you’re future-proofing your client’s financial resilience"
The message about the importance of energy efficient properties isn’t cutting through to brokers and borrowers deeply enough, according to an award-winning expert at one of the UK’s leading brokerages.
By not shying away from conversations with their clients about greener homes, mortgage advisers can help borrowers safeguard their property investments and financial resilience, urges Karina Gerdes, who leads Mortgage Advice Bureau’s sustainability brief.
Gerdes (pictured left) is head of the broker firm’s Resilient Homes initiative, which saw her pick up the title for Innovator Champion of the Year at The Mortgage Introducer Awards.
It enables its advisers to support customers in exploring the benefits of improving the energy efficiency of their homes – and helps them to practically do so.
Gerdes is concerned that the message isn’t being heeded as quickly as it might.
“It’s gaining traction, but isn’t breaking through as widely or deeply as it needs to,” she said. “Many brokers recognise the importance of energy efficiency, but feel they lack the resources or confidence to champion it consistently. Customers, meanwhile, often view energy efficiency as a ‘nice-to-have’ rather than a priority, and can be unaware of how it ties into their financial resilience, especially in times where utility bills are rising exponentially.
“The good news is that momentum is building. With tighter EPC regulations and the push toward net zero, brokers are perfectly placed to amplify this message. However, we need to ensure they have the knowledge and tools to do so effectively.”
Green mortgages have immense potential, believes Gerdes, but their uptake has been underwhelming. The challenge lies in their positioning, she suggests. Customers need clearer incentives, such as lower interest rates, flexible affordability calculations, or more generous cashback offers tied directly to tangible, measurable energy improvements.
“We’ve started to see some welcome innovation in the product space, but we need to get to a point where these are the norm, rather than exception,” she said, and urged brokers: “Don’t shy away from starting the conversation. Customers trust you to guide them on the right decisions for their homes and finances, and this includes advice on how to protect their financial health.
“Energy efficiency isn’t just a box-ticking exercise - it’s a critical factor that impacts affordability, property value, and long-term comfort. Ultimately, you’re not just selling a mortgage – you’re helping customers future-proof their investment and financial resilience.”
How well do customers understand funding for energy efficiency improvements?
Resilient Homes is a partnership with the Effective Energy Group, which enables every Mortgage Advice Bureau customer to request a retrofit assessment of their current or prospective home. It produces a costed report on what it would take to improve the energy efficiency of a property, and the opportunity to take up the works if they choose to do so.
“Crucially, most customers don’t realise that energy efficiency improvements can often be financed through their mortgage, removing the barrier of large upfront costs,” Gerdes said. “This is a game changer for brokers, as they have an opportunity to show how investing in energy upgrades can be made affordable and manageable, enhancing the market appeal of a property and protecting its value in the long term.”
Gerdes is a newcomer to financial services, from a background in strategic communications, project management and business transformation across industries such as automotive, HR tech, and aerospace manufacturing. She would like to position the mortgage industry as a catalyst for sustainable living.
“Stepping into the world of mortgages and sustainability has been both eye-opening and invigorating,” she said. “It’s revealed the critical role the industry plays in addressing climate challenges and the untapped potential for innovation. The opportunity to align financial solutions with environmental impact has been particularly rewarding.”
Read more: Green Reward gains traction among landlords
How innovative is the mortgage industry?
Gerdes observed: “My fresh perspective allows me to question norms and inject creativity into an industry that could benefit from more innovation. The industry is innovative in pockets, but still cautious overall. Fintech companies are driving some exciting changes, like digital mortgage platforms and faster processing times, but we need to see more sector-wide shifts. A big opportunity lies in process automation and education. Our industry is still reliant on repetitive tasks that could be performed using AI, freeing up brokers to concentrate more on value-add activities.
“From smart EPC analysis tools to AI-driven affordability assessments that factor in energy costs, innovation should focus on making mortgage products smarter, greener, and more tailored to individual needs.
She added: “Another key area is embedded financial solutions, where energy efficiency upgrades or retrofitting costs are seamlessly integrated into the mortgage journey. Customers shouldn’t have to navigate multiple processes – it should be simple, transparent, and stress-free.”
How, then, does Gerdes feel about her win at The Mortgage Introducer Awards?
“Immensely proud,” she said. “It demonstrates that the industry recognises the value of mortgage advisers becoming more central to energy efficiency and helping customers look after their own financial resilience and new ways that perhaps are not standard in the industry yet.
“The learning curve has been steep, but exploring how sustainability intersects with mortgages has shown me the power of combining purpose with practicality. It’s about more than mortgages: namely, shaping a resilient future for homeowners and the planet.”
