There’s a massive home equity opportunity sitting in plain sight, and most lenders still can’t convert it consistently.
Homeowners are sitting on nearly $35T in collective home equity, but many are hesitating because the process feels confusing, rates feel risky, and repayment uncertainty stalls decisions.
This report breaks down what’s changed since 2022, what’s driving demand now, and where lenders can win by simplifying the experience, improving education, and meeting borrowers with the kind of guidance they trust.
In this report, you will learn how to:
- Understand what’s holding borrowers back
- Spot what’s motivating home equity demand right now
- Use education and clarity to convert “interested” borrowers into completed applications
- Prioritize experience improvements that matter most
- Pressure-test whether your lending ops are ready to meet demand with less friction and more confidence