Mortgage advisers are heading towards a 50:50 model of mortgage business to protection and insurance services, Avelo has said.
According to the software provider, there has been some notable "big business" demand among mortgage broker networks looking to support added-value propositions.
Paul Yates, strategy and product development director at Avelo, said: "We are seeing a lot of interest from mortgage networks. They are looking to integrate added value and enable brokers to farm client banks.
"There is less mortgage business at the moment but they are after more value for each mortgage case. And part of that is protection advice.
"Technology has a big part to play in making the most of the sales in this way. Plus the networks are looking to retain members so need to make sure systems add value in that way."
He said protection was being added to mortgage broker propositions to generate income and IFAs were similarly expanding services past heavily regulated investments.
Yates added: "Is it positive for advisers to be moving into protection in this way? If you think about the number of people that are sat unprotected in inertia, to have more advisers pushing it is definitely a positive for society.
"As long as it is not just being pushed inappropriately and is advised on competently it is a positive. I think we will get to the point where mortgage advisers become roughly 50:50 mortgage business to protection, insurance and other services as firms move on to farm their business for different needs."
Avelo signed and sealed a deal with mortgage and insurance network First Complete, part of the LSL Group, in May to provide its distribution systems.
The software provider is currently in talks with three other big-name networks.