Loan broking has been at the heart of the UK’s financial system for years. Loan brokers connect borrowers with lenders. They assist the customers in getting the right loan and guide their customers through the application process. They have become an integral part of the lending process because of their expertise, trust, and advice. In 2025, the UK loan broking market was valued at £2.88 billion and is said to grow at a 9.60% CAGR by 2033. 

But embedded lending is changing how loans are offered today. Embedded lending allows loans to be offered through platforms customers already use. It makes borrowing faster and more convenient. As embedded lending takes off, the question is whether it will replace traditional loan brokering or coexist with it. 

Embedded lending refers to offering loans within the platforms or services that customers already use. It eliminates the need to visit the bank for a loan or to complete loan applications. Rather, the lending options are integrated into websites, applications, or marketplaces. 

This approach uses technology like APIs to connect borrowers with lenders instantly. The loan process becomes part of the customer’s journey. For example, an online store may offer financing at checkout. A business platform may suggest a loan to help with cash flow. 

By integrating directly into business and tech platforms, embedded lending makes access to credit seamless. Customers can apply for loans without leaving the apps or platforms they trust. It brings speed and simplicity to lending in ways traditional processes cannot match. 

The Role of Traditional Loan Brokers 

Traditional loan brokers are an essential part of the credit intermediation process. They offer expertise that technology can’t replicate. Brokers know the details of different loan products. They help customers choose the right one for them. Personalised advice is another big plus. Brokers take the time to understand each customer’s situation. They guide borrowers through the lending maze. This is especially important when loan amounts are substantial. 

Brokers also deal with special cases. Certain borrowers may have special needs or some problems which are not solvable with automated systems. In such cases, the brokers rely on their experience in order to reach a solution. They are also good at navigating the regulatory landscape and ensuring compliance. These human elements make brokers more than just intermediaries. They become advisors and partners throughout the lending process, and this is something irreplaceable. Even as technology gets better, their role remains relevant and trusted. 

How Embedded Lending Empowers Brokers 

Embedded lending tools can support the work of brokers without replacing their expertise. These tools are great at handling repetitive tasks, and this can be a major advantage for brokers. Instead of handling time-consuming tasks like processing loan applications, comparing lender offers, or chasing documentation, brokers can focus on what they do best: understanding client needs, providing personalised advice, and securing the most suitable funding options.  

Automation plays a key role here. It simplifies documentation by pre-filling forms and verifying information quickly. Compliance tracking is also automated, helping brokers stay aligned with regulations. Decision-making is supported with data-driven insights, allowing brokers to offer faster solutions. 

With embedded lending, brokers can reach more clients. They no longer rely only on referrals or physical meetings. Platforms leveraging embedded lending allow them to onboard clients instantly to grow their business efficiently. 

Some brokers prefer having financing options integrated into the platforms they already have. This allows them to offer loans to businesses that need them the most. Others use lending APIs to connect clients with multiple lenders in real time. These solutions help brokers deliver faster, personalised services while keeping the trust and guidance their clients value. Embedded lending becomes a powerful tool that strengthens their role rather than replacing it. 

How Brokers Can Leverage Pulse  

Pulse is a SaaS company offering embedded lending solutions through its Unified Lending Interface (ULI), a powerful lending API that enables seamless credit integration for banks, lenders, and brokers.

ULI simplifies the process of embedding lending capabilities into existing digital platforms without requiring complex infrastructure or long development cycles. It connects multiple stakeholders across the lending ecosystem, including brokers, financial institutions, and end users, through a single, unified API. 

By automating key functions like loan origination through its LOS, underwriting with Einstein aiDeal, and post-disbursement management via its LMS, ULI allows businesses to deliver faster loan decisions, improve customer experience, and reduce operational costs. For brokers, this means more efficient deal flow, quicker approvals, and stronger relationships with both lenders and clients. Contact us to know more.

Predictions: Coexistence Over Replacement 

The future of credit intermediation will be coexistence, not replacement. Embedded lending is changing how loans are accessed by making the process faster, simpler, and more convenient. However, brokers are not going to go away because they provide personal advice that cannot be replaced by technology. By embracing change, brokers can improve their service, expand their reach, and meet the growing expectations of their clients. Technology and traditional lending expertise will be key to navigating the challenges and opportunities ahead.