Bing Places and Apple Maps for Mortgage Brokers: Are They Worth It?

You've sorted your Google Business Profile, you're asking clients for reviews, and you're working on your local rankings. But there are two other places borrowers look for a broker that most brokerages haven't touched: Bing Maps and Apple Maps. Both are free, both take less than half an hour to set up, and both feed into something bigger than you might expect.

The broker market is more competitive than it's ever been. More than 24,000 brokers are now operating across Australia, up 9.1% in a year according to the MFAA's 2026 State of Mortgage and Finance Broking Report. Every place a borrower can find you matters.

At Copyburst, we work with brokers across Australia on local SEO for mortgage brokers, Google Business Profiles and AI search, and listings on Bing and Apple are part of the wider picture we help brokers get right. Below, we'll show you what each one does, why it's worth doing and what to prioritise.

What do Bing Places and Apple Maps actually do for a mortgage broker?

Bing Places is Microsoft's version of Google Business Profile. It puts your brokerage on Bing Maps and, more importantly now, it feeds into Microsoft Copilot's local search answers. Apple Maps is the default map on every iPhone, iPad and Mac, and it's what Siri pulls from when someone asks for a broker nearby. Claim and verify both listings, and you're showing up in places your competitors almost certainly aren't.

Neither replaces Google. But they each reach a real slice of borrowers, and the setup cost is low enough that there's no reason to leave them blank.

Who is actually searching on Bing and Apple Maps?

Bing has a larger share of desktop search than most brokers realise. It's the default search engine in Microsoft Edge, which comes pre-installed on every Windows PC, and it powers the search bar on many corporate and government computers. A borrower comparing refinance options from their work laptop is likely on Bing. Apple Maps, meanwhile, is the default on every iPhone sold in Australia. When an iPhone user taps Maps or asks Siri "mortgage broker near me", Apple Maps is what responds, not Google.

Say you're a broker in a regional town. A first home buyer on their iPhone searches for a broker nearby. Your Google Business Profile is set up and verified. But if your Apple Maps listing is blank or unverified, you won't appear in that result at all, and the enquiry goes to whoever does appear.

• Bing Maps: shows when borrowers search Bing directly, use Microsoft Edge or interact with Microsoft Copilot for local business queries.
• Apple Maps: shows when iPhone or Mac users search Maps, ask Siri, or use any app built on Apple's mapping framework.
• Microsoft Copilot: draws on Bing's index for local results, so a verified Bing Places listing matters for AI search on the Microsoft platform.

Expert tip Open Bing Maps and search for your brokerage the way a borrower would. If nothing comes up, or if an old address or phone number appears, that's what Windows users and Copilot are seeing right now. Claiming and correcting the listing takes about 15 minutes at bingplaces.com.

How do you set up a Bing Places listing as a mortgage broker?

The process is straightforward. Bing often already has a basic record for your business pulled from the web, so you're usually claiming and correcting an existing entry rather than starting from scratch.

The things that matter most in your Bing Places listing are the same ones that matter in Google: your business name exactly as it appears on your website, your current phone number, your correct address or service area, your website URL and your primary category. Keep every detail consistent across both platforms.

Mortgage broker SEO Need help with your Google Business Profile? We help mortgage brokers get found first in Google, Google Maps and AI search. Book a free strategy call How we help brokers

How do you claim your Apple Maps listing?

Apple Maps Connect is the tool Apple provides for businesses to manage how they appear in Maps. You'll need an Apple ID to log in, and verification is done by phone. Apple's data also feeds into Siri and into any third-party app built on Apple Maps, so one accurate listing does more than it might appear to.

The details to get right are your business name, phone number, website, category and your hours (including public holidays). If you work from home or don't see clients at a fixed address, set yourself as a service-area business rather than listing a residential address.

Expert tip Search your brokerage name in Apple Maps on an iPhone. If the result shows the wrong address, an old phone number or a competitor's details, you haven't claimed your listing yet. Go to mapsconnect.apple.com to fix it. Copyburst handles this as part of our local SEO setup for brokers.

How do these listings compare to your Google Business Profile?

Google's local results are the priority for most brokers, and for good reason. But Bing and Apple serve different audiences, and the comparison below helps you see what each platform does and what it connects to.

The Bing Places and Copilot connection is worth paying attention to. Microsoft Copilot draws on Bing's index when it answers local search queries, according to Microsoft's own documentation. So a verified Bing Places listing, combined with your website being indexed in Bing, is what puts you in front of borrowers using Copilot to look for a broker.

Why do these listings matter for AI search?

AI tools that search the web draw on whatever they can find and read. Microsoft Copilot is the clearest example with a documented data source: it uses Bing's index. So if your brokerage isn't in Bing, it's less likely to appear when a borrower asks Copilot for a mortgage broker recommendation in your area.

A borrower sitting at home after dinner, thinking about refinancing their investment property, opens Copilot and types "mortgage broker near me." The brokers who appear are the ones Copilot can find in Bing. That means a verified Bing Places listing and a website that Bing's crawler can read.

Roy Morgan's June 2026 report found 13.6 million Australians (58% of those aged 14 and over) used AI tools in an average four-week period in the March quarter 2026. Not all of them are asking about mortgage brokers, but the direction of travel is clear. Getting your brokerage into these platforms now means you're not scrambling later.

What's the catch with Bing Places and Apple Maps?

Neither listing will move the needle the way a well-optimised Google Business Profile does. Google is still where most local broker searches happen, and your energy there comes first. But that's not an argument against claiming these listings: it's an argument for doing them quickly and then getting back to Google.

The real limitation is reviews. Bing Maps and Apple Maps both show reviews, but neither has the volume or the borrower habit that Google reviews do. You're unlikely to build a review base on Bing or Apple the way you can on Google, and that's fine. The value of these listings is presence, accurate information and Copilot visibility, not review accumulation.

Expert tip Check that the business name, phone number and website you use on Bing Places and Apple Maps match what's on your Google Business Profile and your website exactly. Inconsistencies across listings can confuse borrowers and create a messy picture of your brokerage online. Copyburst audits all of this as part of our local SEO work.

1. Claim Bing Places first: go to bingplaces.com, sign in with a Microsoft account, find your existing listing or create one, verify by phone or email and correct every detail.
2. Then claim Apple Maps: go to mapsconnect.apple.com, log in with your Apple ID, find or add your business, verify by phone and fill in your hours, category and website.
3. Check consistency: compare your name, phone, website and address across Google, Bing and Apple and fix anything that doesn't match.

Mortgage broker SEO Need help with your Google Business Profile? We help mortgage brokers get found first in Google, Google Maps and AI search. Book a free strategy call How we help brokers

What else do brokers ask about Bing Places and Apple Maps?

Your next steps

Search for your brokerage on Bing Maps and in Apple Maps today. If the listing is blank, wrong or unclaimed, that's the first thing to fix. It takes around 20 minutes for each platform and it costs nothing. Once those are claimed and accurate, come back to your Google Business Profile and your website: those are where the bigger work pays off. If you want help getting all of this right, book a call with the Copyburst team.

About the author Adam Maynard Founder, Copyburst Adam Maynard is the founder of Copyburst, Australia's dedicated mortgage broker SEO and AI search agency. With over 15 years in search, he helps mortgage and finance brokers rank at the top of Google and AI search so they become the go-to broker in their area. Meet the team → Book a call →