ValPal Pro joins the FIA supplier network, giving estate agents discounted access to AI-powered lead generation and nurture tools.
ValPal Pro has been added as an approved supplier to the Federation of Independent Agents (FIA), giving member firms discounted access to its AI-powered lead generation and nurturing platform at a time when artificial intelligence is rapidly becoming a core operational requirement for estate agents.
The appointment reflects a broader shift across the independent agency sector, where rising costs, tighter margins and higher consumer expectations are accelerating the adoption of AI-enabled tools. As the industry looks ahead to 2026, many agents are reassessing how automation and AI can support sustainable growth and protect competitiveness against more digitally advanced rivals.
“Our partnership with ValPal Pro is a reflection of our ongoing commitment to adopting useable AI technology in everyday estate agency.
“Our members will enjoy a unique discount as part of the commercial terms, further enhancing our membership value. We look forward to a strong year for all of our members as we continue to roll out new product and service solutions.”
Graham Lock, Founder and CEO, Federation of Independent Agents
ValPal Pro is designed to help agents maximise the value of valuation enquiries by improving speed of response, lead qualification and long-term engagement. When a homeowner completes an online valuation, an AI-powered virtual assistant makes immediate contact through automated phone calls, text messages and emails. The system gathers key information, assesses motivation and timescales, and can provisionally book valuation appointments directly into an agent’s diary.
For leads that are not yet ready to instruct, the platform automatically places them into a structured 12-month AI-led nurture programme. This maintains consistent, personalised contact over time, helping estate agents convert opportunities that might otherwise be lost. By engaging earlier in the customer journey, agents can also identify potential opportunities for mortgage and conveyancing referrals sooner
“We’re delighted to have partnered with the FIA and to have been chosen as an approved supplier. This enables us to offer FIA members a preferential ValPal Pro package by special arrangement.
“ValPal Pro is a comprehensive lead generation solution that uses AI to nurture and warm up enquiries. Over time, the use of AI technology will inevitably become universal in modern agency practice.
“The intrinsic value is that it gives precious time back to agency teams across the country, time to focus on what they do best – deliver the highest possible level of service to clients.”
Craig Vile, Director, The ValPal Network
The Federation of Independent Agents represents independent estate and letting agents across the UK, supporting members with compliance guidance, industry insight and access to vetted suppliers aligned with the evolving needs of modern agency businesses.
