Marketing & Acquisition

The mortgage industry is adapting to a structural shift. Experian’s 2026 State of the U.S. Housing Market Report shows a market in transition. Conventional loans account for 72% of originations, FHA 17.5% and VA 10.8% with VA showing the strongest growth from 2023 to 2025. But origination mix only tells part of the story. Beneath it lies an arguably more consequential shift: borrower expectations, affordability pressures and regulatory changes are converging. On the regulatory front, the Homebuyers Privacy Protection Act (HPPA) may reduce mortgage trigger leads and limit broad competitive outreach. As competitive visibility narrows, the lender relationship becomes more central and important beyond the closing transaction. In this environment, lenders must provide value to win, and that increasingly means financial wellness. A growing trust gap Only 34% of first mortgage hard inquiries of first mortgage hard inquiries convert into funded originations, according to Experian. That means two-thirds of borrowers who initiate the process never close. External data confirms the trend as Mortgage Bankers Association reported retail mortgage pull-through rates declined to roughly 69% in early 2025 – the lowest in over a decade – and as low as 55% among depository lenders. While pull-through can be impacted by a number of factors not influenced by the lender, when borrowers abandon applications, it can be a biproduct of uncertainty – something that the lender can influence. This is where financial wellness becomes strategic and lenders can close the trust gap by providing proactive credit visibility and guidance before underwriting friction occurs. Read more in our white paper, “The New Unlock for Mortgage.” Affordability stress While rates have eased from their 2023 highs, they remain above 6%, sustaining the lock-in effect and limiting housing supply, according to Experian’s 2026 State of the U.S. Housing Market Report. Approximately 70% of homeowners are locked into sub-6% mortgages, according to Freddie Mac. Beyond mortgage rates, increases in property taxes and non-tax escrow amounts (i.e. insurance) increase affordability pressures for consumers. Financial wellness solutions that incorporate credit monitoring, budgeting insights and cashflow visibility help borrowers understand whether they are prepared. Opportunity among millennials and Gen Z Nearly 47% of U.S. renters expect to purchase a home within four years, rising to 67% within eight years, according to Experian. This signals the time to invest in financial wellness as a differentiator, and both a growth and retention driver, is now. Financial wellness as the new unlock for mortgage Financial wellness is not an ancillary service but the foundation upon which borrower confidence, long-term engagement, conversion and risk management connect. Lenders who embed solutions like credit education, score visibility, alerts, and identity protection directly into the consumer experience can differentiate themselves from the competition above and beyond rates alone. Read more in our white paper, “The New Unlock for Mortgage.” Learn more about Experian Mortgage

Explore energy and utilities industry trends 2026, focusing on digital services and evolving customer demands in the sector.

Explore the public sector trends for 2026 shaping digital services, workforce resilience, and citizen trust for better governance.

Growth, risk and the rise of "hidden" business accounts As inflation remains elevated and early signs of labor market cooling emerge, the credit card landscape is entering its next phase. Over the past few weeks, policy actions and discussions around potential interest-rate caps have driven increased uncertainty across the credit card industry and broader global markets. Lenders face a careful balancing act: capturing growth opportunities while maintaining disciplined risk oversight. Our second annual State of Credit Cards Report explores the macroeconomic forces influencing the market, key shifts in originations and delinquency trends, and lender mix. New this year, the report also digs into an often‑overlooked segment: business accounts hidden inside consumer credit card portfolios. Additionally, the report offers actionable strategies to help lenders segment risk and drive disciplined growth more effectively. Key insights include: 30+ DPD delinquency rates remained above pre-pandemic levels in 2025, underscoring the need for disciplined asset‑quality monitoring. Fintechs continue to gain ground, posting a 71% YOY increase in account originations.  Business accounts masked in the consumer credit card universe represent roughly 14% of balances and are more than 50% larger than the business card universe — a material segment with distinct risk and profitability dynamics that many lenders are not explicitly managing today. The report also outlines practical strategies to: Identify and segment business behavior within consumer portfolios. Align underwriting and account management with actual usage patterns. Capture targeted growth while protecting long‑term portfolio performance. Ready to dive deeper? Download the full 2026 State of Credit Cards Report to uncover insights that can help your organization manage risk more precisely and grow with confidence. Download report

Rising late-stage mortgage delinquencies signal hidden risk in 2025. Learn how lenders can identify early warning signs and manage mortgage and HELOC risk proactively.

Discover how Experian’s Rent Bureau and Observed Data can transform your mortgage lead strategy by predicting income, risk, and readiness earlier in the funnel—improving targeting and reducing acquisition costs.

With the Fed initiating rate reductions, the housing market is entering a new phase. Learn what mortgage lenders must know about affordability, borrower behavior, and emerging opportunities.

Direct mail is reshaping mortgage and home equity lending in 2025. See why prescreen targeting, data-driven personalization, and market exits are creating new growth opportunities for lenders.

Addressing where renters struggle mostRental affordability is diverging fast across the U.S. See which states and cities face the biggest rent increases, rising rent-to-income ratios, and shifting renter pressure.

Explore strategies to drive smarter acquisitions, deepen existing relationships and improve marketing efficiency.

With the Fed initiating rate reductions, the housing market is entering a new phase. Learn what mortgage lenders must know about affordability, borrower behavior, and emerging opportunities.

Home equity lending has re-emerged as a central theme in the U.S. financial landscape, driven by economic realities and consumer behavior.

Now in its tenth year, Experian’s U.S. Identity and Fraud Report continues to uncover the shifting tides of fraud threats and how consumers and businesses are adapting. Our latest edition sheds light on a decade of change and unveils what remains consistent: trust is still the cornerstone of digital interactions. This year’s report draws on insights from over 2,000 U.S. consumers and 200 businesses to explore how identity, fraud and trust are evolving in a world increasingly shaped by generative artificial intelligence (GenAI) and other emerging technologies. Highlights: Over a third of companies are using AI, including generative AI, to combat fraud. 72% of business leaders anticipate AI-generated fraud and deepfakes as major challenges by 2026. Nearly 60% of companies report rising fraud losses, with identity theft and payment fraud as top concerns. Digital anxiety persists with 57% of consumers worried about doing things online. Ready to go deeper? Explore the full findings and discover how your organization can lead with confidence in an evolving fraud landscape. Download report Watch on-demand webinar Read press release  

The June 2025 housing market trends report presents a nuanced view of the U.S. mortgage and home equity landscape.

Understanding generational trends and preferences is more crucial than ever, especially for the financial services industry.