Mortgage brokers have been a big disruptor to major banks for many years by encouraging home loan customers to find a better deal and switch. Now, a new breed of online brokers are emerging, looking to flip established wisdom on its head.

Rather than seeing mortgage broking as a driver of customer churn, three fintech start-ups – Craggle, Stay or Go, and Elula – are helping banks retain borrowers. Each are looking to earn fees from incumbent banks, by helping them serve up offers to customers shopping around to ensure they stay put.