Loans Trends & Statistics

EMARKETER offers market research, trends and statistics for a variety of topics and industries. Here you will find a collection of reports, articles and other resources for Loans
US Consumer Lending Trends 2026

US Consumer Lending Trends 2026

Report
Mar 27, 2026

AI is turning lending into a constant, embedded experience, while alternative data is expanding who qualifies. Real-time signals enable timely, personalized offers—but reshape risk, timing, and control as borrowing moves into everyday digital moments.

Stablecoin Explainer 2026

Stablecoin Explainer 2026

Report
Mar 02, 2026

Stablecoins are moving from crypto rails to mainstream payments infrastructure. Regulatory support and institutional investment are accelerating adoption, but consumer trust gaps, fragmentation, and liquidity risks pose near-term hurdles for digital payments.

Chime’s scale, discipline, and marketing prowess threaten banks’ most profitable products

Article
Feb 27, 2026

Its sky-high conversion rates position it to silently siphon customer relationships from traditional banks.

Gen Z poses a subprime risk even as it drives loan growth

Gen Z poses a subprime risk even as it drives loan growth

Article
Feb 23, 2026

A TransUnion study shows where cracks may form.

The weight of student loans is changing financial priorities

Article
Dec 05, 2025

The share of rental applicants who are more than 90 days delinquent on student loans increased from 15% in January 2025 to 32% in May, according to a just-released TransUnion report. Credit score data reflects these delinquencies, with lower-scoring consumers faring the worst. Consumers’ struggles with student loan repayments highlight a problem for financial institutions (FIs) on the hook for private-loan defaults. And as consumers delay expensive financial decisions like buying a house in favor of reducing student loan debt, demand for credit like mortgages and auto loans will suffer.

Rising inflation and a potential rate cut ahead will prompt strategy shifts for banks

Article
Sep 11, 2025

Consumer prices in August rose at a faster pace than in July, while a weak jobs report showed rising unemployment, per the Bureau of Labor Statistics. This unsavory combination points to the Federal Reserve cutting interest rates at its September meeting next week. For customers, this is a double-edged sword. On one hand, a rate cut could make borrowing more affordable, potentially lowering the cost of mortgages, auto loans, and credit card debt. This could be a much-needed reprieve for households facing rising prices for everyday goods. On the other hand, savers would lower the interest they earn on savings accounts and certificates of deposit, and banks trying to offer the most competitive rates will be risking higher deposit costs. While lower rates might spur some demand for new loans, the primary impact will be a squeeze on banks’ profitability.

JPMorgan will relaunch its HELOC loan offering

Article
Sep 04, 2025

The news: After a five-year hiatus, JPMorgan Chase will once again offer HELOC loans, per Banking Dive. Why this matters: HELOCs tend to be a more flexible type of loan and often don’t have minimum loan requirements, per Mortgage Note. In a period when many customers are in need of fast, flexible cash, HELOC loans can help banks deliver. Not all banks that offered HELOCs pre-pandemic have relaunched them. But they should consider it: Banking customers are likely to continue feeling uncertainty about the economy and their financial futures in the medium term, and financial institutions that offer easier cash access to homeowners will reap more profits and customer satisfaction.

A small Florida bank focuses on a niche type of CRE financing that boasts lower risk

Article
Sep 02, 2025

The news: Cogent Bank, a Florida-based community bank, is expanding its focus on a niche type of commercial real estate (CRE) financing—single-tenant net lease (STNL) properties—per American Banker. It created a new division and hired a former Bank OZK executive with over a decade of experience in this area to lead the charge. Our take: This strategy has offered smaller banks in particular a way to profit on CRE loans. While some community banks might hesitate due to lower yields compared to other loan types, the strong credit performance of STNL loans makes them incredibly attractive. But if a single tenant defaults or goes bankrupt, the lender faces a vacant asset and the burden of finding a new tenant. This can be particularly challenging if the property is highly specialized or difficult to repurpose. Furthermore, a nationwide focus requires a higher level of operational and underwriting expertise, which can strain a community bank's resources and force it into a highly focused corner.

Multiple signs of credit stress mean banks must have a plan to intervene

Article
Aug 26, 2025

The news: The average VantageScore credit score dropped one point since last month, meaning the average customer’s creditworthiness is declining. And there are other signs of credit stress that should be alarming to banks. Our take: With the average credit score dropping and delinquencies rising across all tiers—including among historically reliable superprime borrowers—financial institutions (FIs) are facing a higher-risk environment. This requires a proactive approach to risk management. FIs should tighten their underwriting standards—particularly for mortgages and auto loans, which are showing the largest increases in late payments. In addition, FIs must proactively engage with customers to help prevent delinquencies from turning into defaults. By using data to identify at-risk borrowers and reinforce customer loyalty, FIs can reach out with support and resources like loan modifications or personalized financial guidance.

FIs that update their determinants of creditworthiness could get an edge among Gen Zers

Article
Aug 14, 2025

The strategy: Tech platform Bluwhale has released a model for a scoring system that calculates real-time credit signals from both fiat and crypto assets, per Cointelegraph. Why this matters: We called for FIs to consider incorporating crypto assets into lending products in our report “Home Lending Trends 2025.” Here’s why: Cryptocurrency is becoming more mainstream, with big banks increasingly incorporating digital currencies into everyday solutions. Younger consumers are more interested in alternative investments including crypto than their older counterparts. Our take: FIs aren’t currently offering Bluewhale’s system, but the model still illustrates how creditworthiness scoring could look in the future. FIs that include financial activity that demonstrates strength but doesn’t appear on a traditional credit report can assess loan requests more accurately—and potentially approve more customers.

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Banking customers can’t think long-term because they have more urgent concerns

Article
Jul 25, 2025

The news: We’ve covered banking customer anxieties about inflation, tariff chaos, and broader economic warning signs. Banks have been offering products and advice to help customers plan for the future and strengthen their financial standings. But some financial institutions (FIs) may be failing to address customers’ more pressing financial needs. Our take: For customers showing signs of financial stress, banks must pivot from long-term planning advice to addressing immediate financial survival. This requires delivering highly personalized, practical guidance on urgent concerns like budgeting and debt management. To identify customers in need of help, FIs can analyze their financial health, emergency savings, and how often they nearly or completely empty out their accounts to pay their bills. These steps can prove the FI’s value and build trust in the short term.

JPMorgan is reportedly mulling a big step into the crypto world

Article
Jul 25, 2025

The news: JPMorgan is reportedly considering offering loans directly backed by clients' Bitcoin and other crypto assets, per Bitcoin Magazine. This would be a first for the big bank, moving beyond accepting only Bitcoin exchange-traded funds as collateral. Our take: As regulations around crypto continue to ease, more financial institutions (FIs) will explore incorporating digital currencies into their offerings. While crypto may not be the best path for all FIs, JPMorgan's move to consider Bitcoin-backed lending signifies a critical inflection point in traditional finance. Banks have seen crypto firms encroach on their territory as they seek banking charters. But an expansion of crypto offerings by traditional banks would allow them to strike back with more-comprehensive lending products their competitors may not yet be able to offer.

US Home Lending Trends 2025

US Home Lending Trends 2025

Report
Mar 27, 2025

Learn which mortgage lending market disruptors financial institutions should prepare for—and possibly leverage to attract more customers—in 2025.

Cash App is one of Gen Zers’ and millennials’ top banks—here’s why

Article
Oct 08, 2024

As younger generations use the P2P app for more of their banking needs, it’s still missing key financial services.

Gen Zers’ top financial priority may surprise banks that want their business

Article
Sep 13, 2024

A recent study reveals this generational cohort cares less about accumulating and paying off debt than they do about saving.

A potentially fake Ontario credit union raises questions about banking regulations

Article
Sep 10, 2024

The Ontario financial regulator has warned consumers about a website claiming to be a credit union in Ottawa.

Consumer Lending Trends 2024

Consumer Lending Trends 2024

Report
Jun 20, 2024

Financial institutions are vying with nonbanks for customers in a sluggish lending market. Updating their marketing, lending, and product strategies can help attract and keep customers, slowing the outflow to nonbank lenders.

Why big banks are losing longtime customers to community banks

Article
Mar 08, 2024

Customer stories reveal why credit unions and community banks are outpacing their larger counterparts in key growth areas.

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