White Paper
Published July 1, 2025
Mortgage Advanced Analytics & Modeling Data Sources Marketing
This white paper explores the transformative potential of Home Equity Lines of Credit (HELOCs) in 2025, a year marked by record-high homeowner equity and shifting consumer credit behavior. It offers data-driven insights into how lenders can tap into the $29 trillion in untapped equity by leveraging advanced analytics, behavioral segmentation, and digital innovation to meet evolving borrower needs.
Key Takeaways:
- $29T in Untapped Equity: Millions of homeowners are ideal HELOC candidates but remain underserved.
- Behavior Gap: Many consumers default to credit cards due to misconceptions about HELOCs.
- Smart Targeting: Use data to identify Revolvers and tailor offers that resonate.
- Digital Advantage: Compete with fintechs by streamlining approvals and closings.
Complete the form to access the white paper
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Thank you for your interest
Your free Experian resource is now available. Enjoy!
Webinar
Smarter Prospecting: Turning Data into Demand
The credit marketing landscape is evolving. As competition intensifies and consumer expectations rise, financial institutions that can predict, personalize and perform at scale will define the next generation of success.
In this webinar, our experts explore how financial institutions can use connected intelligence to find, know and grow the right customers, leading to:
- Smarter acquisition
- Stronger customer retention
- More proactive growth
Report
2026 State of the U.S. Housing Market Report: Navigating Uncertainty, Unlocking Opportunity
Gain actionable insights from Experian’s 2026 State of the U.S. Housing Market Report:
- Mortgage market shifts and evolving borrower behaviors
- Affordability pressures and what they mean for homeowners
- Home equity as a key growth lever for lenders
- Macroeconomic trends impacting housing demand and credit
Webinar
Unlocking alternative data for smarter fintech decisions
Join Ashley Knight, Experian’s SVP of Product Management, and Haiyan Huang, Prosper’s Chief Credit Officer, to discover how:
- Alternative finance data is redefining how to verify and connect identities.
- Email and phone intelligence is unlocking new levels of precision in credit marketing.
- Open banking insights are becoming increasingly critical for financial inclusion and mitigating risk.
Tip Sheet
Smarter growth starts here: a new-year, new-strategy checklist for credit marketers
A new year means new opportunities — and new pressure to make every marketing dollar count. Whether your focus is to expand your portfolio, deepen existing relationships or improve marketing efficiency, this checklist will help you prepare to drive stronger, smarter growth all year round.
You’ll discover how to:
- Master the new prospecting formula
- Use data to drive personalization
- Create cohesive messaging across channels