You no longer need to ask for a mortgage at a bank: now you can ask in ChatGPT (and new credit games are the answer) |

MutuiOnline.it brings a mortgage comparison with ChatGPT, therefore with chat software.But the real news is different: in retail banking, the first counter is moving to artificial intelligence

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By Valentina Iorio

MutuiOnline.it brings mortgage comparison with ChatGPT, so it has a chat program.But the real news is different: the first counter of a retail bank is going artificial intelligence

For years, mortgages have been filling out form fields, online simulations and phone calls with consultants.Now the first step does not have to be a branch or a traditional comparator, but a conversation with artificial intelligence.On this basis, MutuiOnline.it is moving, announcing the launch of its application on ChatGPT and claiming a record: it brings mortgage comparison directly from the conversational interface from the home page or from the users' home page.in retail banking, this signal is hard to ignore.Because it's not just about technology.It is commercial, distributive and even cultural.If until yesterday it was only played in search engines, advertising and digital channels, today the risk for banks, networks and intermediaries is that the "first contact" with customers will move elsewhere: to AI platforms that filter, synthesize, guide and increasingly influence decisions.

From Valentina Iorio

MutuiOnline.it's bet comes at a time when artificial intelligence is moving from a curiosity phase to everyday use.In Europe, in 2025, almost a third of consumers will use Gen AI tools;in Italy, according to data referred to in the press release, more than a quarter of people have used it at least once in the past twelve months.And among those who use it, ChatGPT is now the main gateway.This is where retail banking should start and worry - or at least remember.Because when users ask Ai "how much can I spend on a house?", "what installments will I get?"or "is it better for me to improve or change?", he does not ask a general question: he opens a very high commercial channel.In other words, AI is not just an assistant.It became the new credit show.

The MutuiOnline.it app allows you to start with several factors - value of the property, city - to get a first estimate, then compare by entering structured data such as age, income, time, amount required and interest rate between fixed or variable interest.Behind it is the back of the platform, which allows for a selection of offers.But innovation depends not so much on the comparison itself as on the contribution.exchange rate.Of course, in business credit, power lies not only with those who supply the product but also with those who take the lead in suppressing demand.And here a delicate game is unfolding for the banking sector: if customers start their journey in the Ai basket, the brand managing the conversation can gain a major competitive advantage.Not only in terms of generating leads but above all in building initial trust.

by Maria Elena Viggiano

The problem, after all, is simple: commercial banks continue to invest in software, home banking and digital solutions, but often think only of the "last mile".The user arrives, fills in and answers.AI, on the other hand, moves the center of gravity upwards: to the part where the customer does not yet know what to ask, but is already trying to understand.This is where most of the business is selected.For these reasons, the service of MutuiOnline.it is very important as a signature.This shows that the fight for the loan is not among those who offer the best price, but among those who can be found at the time of request.

And in this scenario, traditional banks are at risk.Because as they continue to refine their proprietary channels, customer relationships may have already moved to external platforms, where search is more fluid, the language more natural, and the entry threshold much lower.

Von Chiara Sotocorona

Of course, there is one more factor that the industry cannot tolerate: flexibility does not come cheap.A mortgage is one of the most important financial decisions for a family, and there is a risk that a difficult choice will become a "very easy" experience.AI conversation can reduce friction, enable concepts, help navigate parameters.But this should not be an opaque shortcut or a substitute for information on the most relevant paths: price stability, risk profile, additional costs, insurance, loan term.This is where the reliability of the new models lies: not only the ability to attract users, but also to preserve transparency, reliability and depth of information, even in quickly designed connections.

The launch is part of the wider technological development strategy of Mavriq, the institutional brand of the Moltiply group, which brings together more than 20 comparison sites in 6 countries.And if today the operation included mortgages, the possible range would be much wider: loans, insurance, cards, investments and savings.Another important point is that AI will not only improve financial services, but also change the way people access them. For the retail banking world, the question is no longer whether AI will enter the customer journey; it has already entered, the real question is Who will man the new front desk?

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