Lewis Maxwell.
“I started in customer service. Everything I've built since comes back to one question: how should a customer truly be treated?”
From the front line to Adviser IQ.
My career began on the front line of customer service. It's where I learned what good service really means: being listened to, being kept informed, and never being made to chase. Every call taught me the same lesson. People remember how you made them feel long after they forget what you sold them.
From there I moved into insurance, working at a major insurer and then inside brokerages. I saw the industry from both sides of the desk. I watched advisers who cared deeply about their clients lose hours every day to admin, rekeying and compliance paperwork, and I watched their clients feel it in slower replies and missed updates.
I've always built things. Alongside insurance I became a specialist in web development and AI, and I've built and run several businesses. The more I built, the clearer it became that the mortgage broker software advisers were given was holding them back, not helping them.
Adviser IQ is where those two worlds meet. It's built by someone who has seen how a brokerage actually runs, and who knows how to build the technology it deserves. It isn't a tech company guessing at what advisers need. It's the mortgage and protection CRM I wished those advisers had: one UK-built system for the whole firm, instead of the legacy broker software the industry had settled for.
“Advisers didn't get into this industry to fill in forms. They got into it to help people. My job is to give them their time back.”
Lewis Maxwell, Founder & CEO
Someone who's been where you are.
I've done the job you do
Customer service, insurance and brokerage. I know what a Monday morning in a busy UK mortgage firm looks like, because I've lived it.
I build it myself
There's no chain of account managers between you and the person shaping the product. When you tell me something is wrong, it gets fixed.
The customer comes first
My career started with learning how customers should be treated. That principle is built into every screen, every email and every workflow.
Where I've been.
Specialisms: Web development · AI creation · Insurance · Customer experience
What you can count on.
Your data is yours
UK-hosted, encrypted, and exportable whenever you ask. We never hold your client bank hostage.
Straight pricing
Per-licence pricing, published on the website. No hidden set-up fees, no surprises.
Compliance first
Consumer Duty, AML and vulnerability are considered before a feature ships, not bolted on after.
You'll be heard
Every feature we build starts with a broker who needed it. Your feedback shapes the roadmap.
Security taken seriously
Cyber Essentials certified and ICO registered, with our security approach published openly.
Honest answers
If something isn't right, I'll tell you, and I'll tell you what we're doing about it.
Where I'm taking Adviser IQ.
AI replaces admin, not advisers
Every repetitive task handled, so advisers spend their time with clients, not paperwork.
Customer treatment built in
Consumer Duty shouldn't be paperwork. Good outcomes should be the default, and the evidence should write itself.
One platform for the whole firm
Mortgages, protection, compliance, case management and the client portal, all in one place.
Built with brokers
Growing alongside the firms who use it, so the platform keeps pace with the industry.
What people ask me.
Who is behind Adviser IQ?
I am. Adviser IQ Ltd is a UK company, registered in England & Wales, and I lead it as founder and CEO. Adviser IQ is our mortgage and protection CRM for UK broker firms.
Why should I trust a new platform with my client bank?
Because it's built by someone from the industry, for the industry. Your data is stored in the UK (AI processing runs within the EU on AWS, with a US last resort only if AWS is down), it's encrypted, it's exportable on request, and our security and regulatory approach is published for you to read.
Is Adviser IQ only for UK firms?
Yes. It's built for UK FCA-regulated mortgage and protection firms, around UK lenders, UK regulation and UK ways of working.
Can I speak to you before signing up?
Yes. Book a demo and you'll see the platform working on real-world scenarios, with the chance to ask anything you like.
Let's talk.
If you run a firm and want to see where this is going, I'd love to show you.
Book a Demo →