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Unlocking home equity lending through digital

Investing in digital innovation can capture customers and enhance the borrower experience.


Americans are tapping into the steadily growing equity of their homes at a rate not seen since the credit crisis nearly a decade ago. Originations for home equity loan products increased nearly 15 percent or more since last year, with the number of new credit lines at the highest level since the crisis, according to Equifax. Similarly, home valuations are on the rise. What does the market improvement suggest about borrower attitudes and resulting changes to the borrower experience?

Accenture surveyed more than 6,000 consumers in the United States and Canada in late 2015 to better understand their home equity loan buying behaviors, preferences and experiences—and implications for lenders.

Home Equity Graphic

Key Findings

Digital-powered mortgage banking processes ​​and consumer education will be critical for home equity lenders to be more profitable going forward.

The survey also indicates that:


It is time for lenders to up the digital ante.

In order to thrive in the home equity market going forward, retail lenders need to invest in new processes and technologies for home equity lending in the following ways:

  • Optimize search advertising and leverage new and existing data sources to drive qualified leads and personalize marketing campaigns.

  • Deliver a differentiated digital experience to keep the borrower engaged and in the pipeline.

  • Automate the fulfillment process to reduce cycle times as well as deliver an experience that can provide borrowers the interactions they want based on their preferences.

  • Embrace the digital ecosystem and leverage third parties to extend the experience and drive up customer satisfaction.