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      White Paper

      Unlocking the Equity Era: Why 2025 is the Year of the HELOC

      Published July 1, 2025

      Mortgage Advanced Analytics & Modeling Data Sources Marketing
      Unlocking the Equity Era: Why 2025 is the Year of the HELOC

      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.

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