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EMARKETER

US Home Lending Trends 2025

What Disruptors Will Financial Institutions Face in the Mortgage Lending Market?

Report by Lauren Ashcraft  |  Mar 27, 2025
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Table of Contents
Executive Summary
High mortgage rates and competition from nonbank lenders are challenging traditional lenders’ growth
Nonbank lenders are pulling ahead on AI innovation in mortgages
Cryptocurrency could make mortgages more accessible to younger customers
P2P loans are gaining traction among US consumers and could benefit mortgage lenders
What should traditional lenders do next?
Sources
Media Gallery
About This Report
Learn which mortgage lending market disruptors financial institutions should prepare for—and possibly leverage to attract more customers—in 2025.
Topics
Banking
United States
Table of Contents
Executive Summary
High mortgage rates and competition from nonbank lenders are challenging traditional lenders’ growth
Nonbank lenders are pulling ahead on AI innovation in mortgages
Cryptocurrency could make mortgages more accessible to younger customers
P2P loans are gaining traction among US consumers and could benefit mortgage lenders
What should traditional lenders do next?
Sources
Media Gallery

Persistently high mortgage rates have forced many prospective homebuyers to shelve their dreams of homeownership, slowing the mortgage market and dialing up the competition for lenders. Understanding what’s driving the remaining customers to alternative lenders—and what innovations are on the horizon—will help traditional lenders better navigate this environment.

Key Question: How can traditional mortgage lenders better attract and retain customers amid a market slowdown and evolving competitive landscape?

US 30-Year Mortgage Rates Have Soared Since 2021 (US average 30-year fixed mortgage rate, Jan 2020-Jan 2025)
E-Mail ChartDownload

Key Stat: Mortgage rates have more than doubled since 2021, per the Federal Reserve, forcing a mortgage market slowdown and pressuring traditional lenders to find new ways to stand out from the competition.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

4charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. High mortgage rates and competition from nonbank lenders are challenging traditional lenders’ growth
  3. Nonbank lenders are pulling ahead on AI innovation in mortgages
  1. Cryptocurrency could make mortgages more accessible to younger customers
  2. P2P loans are gaining traction among US consumers and could benefit mortgage lenders
  3. What should traditional lenders do next?
  1. Sources
  2. Media Gallery

Charts in This Report

US 30-Year Mortgage Rates Have Soared Since 2021 (US average 30-year fixed mortgage rate, Jan 2020-Jan 2025)The Biggest Nonbank Mortgage Lenders Have Embraced AI (top 5 US nonbank mortgage lenders, ranked by loan originations)
Over Half of US Gen Zers Have Owned Cryptocurrency at Some Point (% of US adults who have ever owned cryptocurrency, by generation, July 2024)US P2P Lending Revenues Will Nearly Double Between 2020 and 2030 (millions in US peer-to-peer (P2P) lending platform revenues, 2020-2030)

authors

Lauren Ashcraft

Contributors

Maria Elm
Tiffani Montez
Amy Rotondo
Director, US Research
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Julia Woolever
Ali Young
Senior Copy Editor and Manager of Content Operations
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