As artificial intelligence reshapes the finance industry, mortgage broker Rosa Malekan (pictured) believes technology can enhance efficiency – but it will never replace empathy, trust, and genuine advice. After nearly a decade in the profession, she’s seen how automation helps yet insists the human touch remains the true competitive edge.
As artificial intelligence (AI) continues to reshape industries from finance to healthcare, the mortgage sector is no exception. Yet for experienced Sydney broker Malekan, technology — no matter how advanced – will never replicate the trust, empathy, and personalised advice that define the broker–client relationship.
“AI is both an opportunity and a challenge,” she says. “It will certainly help with efficiency, but it will never replace the trust and personalised advice brokers provide.”
After nearly a decade in the profession, she’s seen the industry evolve rapidly. From digital document collection to e-signatures, the tools of the trade have transformed. But for Malekan, the real differentiator isn’t automation – it’s authenticity.
Malekan didn’t start her career in broking. After earning her degree at Sydney University, she entered the business and banking world, only to find herself drawn to something more meaningful.
“I quickly realised I wanted more freedom – not only for myself, but also for my clients,” she says. “Mortgage broking gave me the ability to work independently, build stronger relationships, and most importantly, bring real competition into the market.”
That sense of independence still drives Malekan today.
“Our role is absolutely crucial in making sure people aren’t left paying more than they should or getting lost in a sea of jargon and paperwork,” she says. “We’re here to give Australians the clarity and options they deserve.”
Malekan welcomes the evolution of technology, crediting it with making broking faster, simpler, and more accessible for clients.
“When I first started, the process was far more paper-heavy and time-consuming,” she says. “Now, almost everything can be done online – from applications and document collection to identity verification and digital signatures.”
But despite the convenience, Malekan believes automation must enhance – not replace – the human element.
“It frees up our time from administration and allows us to focus on understanding our clients’ goals and structuring the right solutions for them,” she says.
In other words, technology should make brokers more human, not less.
The rise of AI isn’t the only challenge facing brokers. Malekan points to heavier compliance, constant lender updates, and the growing number of new entrants as factors reshaping the industry.
“I was a guest at a networking event recently – 40 people in the room, and half of them were brokers,” she says. “It’s fantastic to see the profession grow, but it also makes it harder for newcomers to establish themselves.”
Her solution?
“Ongoing education and mentorship for new brokers, and a sharper focus on differentiation for all of us,” Malekan says. “We have to stand out by consistently delivering value and building strong, lasting client relationships.”
That emphasis on relationships – not transactions – is what she believes will sustain the profession through the age of automation.
For Malekan, the heart of broking is the human impact behind every deal.
“Every deal has a story,” she says. “Helping parents get their kids into the property market, supporting a business owner to purchase their own premises, or working with an investor to take that next step toward financial freedom.”
Those stories, Malekan explains, are reminders that mortgage broking isn’t just about numbers – it’s about empowerment.
“Persistence and empathy are everything,” she says. “Deals don’t always run smoothly, but if you stay focused on doing what’s right for the client, the reward is seeing the tangible difference you’ve made.”
Malekan’s message to new brokers is both timeless and timely: integrity and consistency are the foundations of success.
“My advice is simple: always do right by your clients,” she says. “If you consistently put clients first, they’ll remember you, they’ll come back, and they’ll tell their friends.”
As the industry continues to embrace digital transformation, Malekan believes brokers have an even greater responsibility to deliver genuine value.
“Brokers play a crucial role in giving Australians freedom of choice in the lending market, and that role is only becoming more important,” she says.
As the industry continues to embrace digital transformation, Malekan believes brokers have an even greater responsibility to deliver genuine value – a responsibility rooted in trust and personal service.
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