Tag: debt consolidation

New year, new personal loans. As Americans kick off the year seeking debt consolidation, consumer insights shed light for your future marketing efforts.

Holiday spend for 2017 was healthy, translating into big business for credit card portfolios. But how do card companies keep the business in 2018?

The holidays are behind us, the presents are unwrapped, resolutions have been made and may already be broken. For many, it’s the most depressing time of the year as the reality of holiday spending settles in. According to the American Consumer Credit Council the average American spends $935 on gifts each holiday season. A recent report by Mintel showed the average consumer held $16,000 in debt at the end of 2015. Now is the time to reach out to consumers who may be suffering from a financial hangover; an Experian study revealed consumers typically look to personal loans for help with credit card debt in the second quarter of each year. What’s the best way to reach these consumers? Direct mail is still one of the most successful paths. Here are four keys to securing new personal loan customers via direct mail marketing: Focus on education: Some of the most successful direct mail campaigns for personal loans in 2015 focused on educating consumers about personal loans first, and then showing options for debt consolidation. Consumers are weary of trusting new lenders, according to Mintel, with 50% viewing them as riskier than banks and credit unions. Marketplace and online lenders should take the extra step of introducing their brand and showing their product as a safe option. Highlight the use of the loan: Consumers generally have a negative attitude toward debt, with 72% feeling uncomfortable holding any type of debt. Stressing that personal loans are a responsible tool for consolidating debt is critical. Some effective campaigns listed the top three reasons to choose a personal loan, while others used customer testimonials to show how a personal loan was used and how they benefited. Provide a competitive comparison: Another way to highlight the benefits of personal loans is by comparing the fixed rates and payments of a personal loan to credit cards. Many consumers consolidate credit card debt to one card immediately after the holidays, according to the Experian study. Simply showing the long-term benefit of a personal loan versus credit card is often enough to trigger action. Personalize the offer: Lenders are delivering more personal, relevant offers that are tailored to the interests of each recipient through the use of the latest personalization technology. For example, highlight the recipient’s specific qualifying loan amount or the qualifying loan rate for which they are eligible. Unsecured loans have experienced growing popularity in the last several years, and originations are poised for a seasonal peak in the coming months. Are you ready?

It’s hard to remember a world without online lenders. Today, fintech players continue to pop up, making it easier to cross-shop loans and land instant approvals.  Gone are the days of lengthy applications and waiting to hear if you’ve scored the latest credit line or personal loan. Consumers, especially with top-tier credit, can easily seek lower monthly payments or consolidate another loan with a cash-out option. Whatever the need, there’s a lender ready to serve. Strike that. There’s actually two or three lenders waiting to serve you. In fact, a recent Experian data pull revealed an increasing share of personal loan balances is actually going to lenders outside of the traditional banks and credit union space (they still own the lion’s share of the business). In 2013 (Q4), these more non-traditional lenders had 15.36 percent of personal loan balances. In Q4 of 2015, that number increased to 27.26 percent. The personal loan business today is just over $222.9 billion in outstanding balances. As the competition heats up, lenders will need to diversify, stand out and provide more value to consumers. Those that engage with new, value-added services, and deliver timely, personalized needs-based messages will capture the greatest share of the market. Here is a sampling of ways to draw consumers in and deliver the value they seek in a financial institution: Be Transparent Lending Club, one of the original peer-to-peer lenders and currently the biggest in terms of dollars funded, continues to grow by providing consumers and investors with transparency, good loan terms and speed. Prosper, on the other hand, recently acquired an app that allows their customers to track spending, budget and monitor their credit. They plan to leverage this technology in the near future and offer it to customers and investors for free. Research reveals Millennials especially are looking to tech and free services to manage their personal finances. A recent Experian survey focused on Millennials and credit revealed 48 percent have used free financial services, like Mint, to manage their finances. Additionally, 57 percent use on average three financial apps. Know Your Customers Payoff uses survey data to segment their customers into roughly 10 financial personalities based on how they use and think about their debt. These personality types are used to tailor marketing messages and customer service conversations about how to improve their financial situation. Their site features a quiz, Discover the Secrets of Your Financial Personality, helping consumers and Payoff understand more about trends attached to spending, saving and managing money. Offer Solutions for Debt Consolidation Even after consumers consolidate debt and pay it off successfully, unforeseen expenses, unexpected life events, evolving spending habits and the increasing cost-of-living expenses mean there will always be a market for debt consolidation solutions. Understanding consolidation credit account behavior is mandatory for lenders looking to stand out and stay ahead of the consolidation needs of consumers. Having visibility to consumers’ interest rates, revolving loan balances and the remaining months on existing loans provides unique ways to segment and engage clients with need-based offers. Consumer-tailored messages during the prospecting, acquisition and account management stages of the relationship sets the stage for repeat business. The research is clear. Individuals are willing to switch brands if they feel a different provider will better meet their needs. Lenders – in both the traditional and fintech spaces – should not expect many chances when it comes to getting it right with consumers. Fail to keep them engaged and you’ll fail to keep them. Period.   Learn more about identifying profitable consolidation candidates, check out Experian’s annual Vision Conference in May.