Mortgage Customer Satisfaction Surges as Originators Adopt Advisory-Style Approach to Lending, J.D. Power Finds

With new mortgage origination volumes on the rise again after steadily declining for the past four years, lenders have fundamentally changed the way they work with customers. According to the J.D. Pow...

Citi Ranks Highest Among Mortgage Originators

TROY, Mich.: With new mortgage origination volumes on the rise again after steadily declining for the past four years, lenders have fundamentally changed the way they work with customers. According to the J.D. Power 2025 U.S. Mortgage Origination Satisfaction Study,SM released today, mortgage lenders have evolved from a transactional, volume-at-all-costs approach to adopt more consultative, advisory-style engagements with customers. That shift is paying off in the form of significantly higher customer satisfaction scores, improved trust and increased levels of brand loyalty.

“Mortgage lenders have come to recognize that the more educated their customers are about the details of their mortgage products, the more loyal and lucrative their relationships become,” said Bruce Gehrke, senior director of wealth and lending intelligence at J.D. Power. “The highest-ranked lenders in today's market aren't just those with the best rates, they're the ones that have perfected hybrid engagement. By blending high-touch advisor relationships with intelligent digital infrastructure, leading lenders are transforming what used to be a transactional, document-focused ordeal into a consultative partnership.”

Following are some key findings of the 2025 study:

Overall satisfaction rises sharply: Overall customer satisfaction with mortgage lenders is 760 (on a 1,000-point scale), up 33 points from a year ago when mortgage customer satisfaction was in decline. In the past year, mortgage lenders have made significant strides in customer communication, reliability and accountability and use of innovative technologies to engage with customers.
Lenders build loyalty with advisory-style approach: Mortgage lenders receive top scores from a majority (79%) of their customers for providing useful guidance or advice, up from 76% in 2024, 70% in 2023 and 69% in 2022. Additionally, customers of mortgage lenders that receive top scores for delivering useful guidance are 2.3 times more likely to say they “definitely will” choose the same lender for future loans.
Early engagement drives higher satisfaction: Overall satisfaction is 32 points higher when lenders connect with customers at the beginning of their home-buying journey, before they start actively shopping, compared with satisfaction when engagement begins later in the journey. Satisfaction drops by 64 points when lenders first engage at the mortgage application stage.
Borrowers open to AI involvement in lending process: Slightly more than half (54%) of customers say they are “completely comfortable” with their lenders using AI in the mortgage origination process and another 31% say they are “partially comfortable” with the use of AI. However, customers also want to know how the technology is being used; 71% say it is “very important” for their lender to inform them when they are using AI.

Study Ranking

Citi ranks highest in mortgage origination satisfaction, with a score of 802. Bank of America (792) ranks second and Citizens (787) ranks third.

The U.S. Mortgage Origination Satisfaction Study measures overall customer satisfaction based on performance in six factors (in alphabetical order): communication; digital channels; level of trust; loan offering meets my needs; made it easy to do business with; and people. The 2025 study was fielded from September 2024 through September 2025 and is based on responses from 10,067 customers who originated a new mortgage or refinanced within the past 12 months.

For more information about the U.S. Mortgage Origination Satisfaction Study, visit https://www.jdpower.com/business/financial-services/us-mortgage-origination-satisfaction-study.

To view the online press release, please visit http://www.jdpower.com/pr-id/2025149.

About J.D. Power

J.D. Power is a global leader in consumer insights, advisory services, and data and analytics. A pioneer in the use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understand consumer behavior, J.D. Power has been delivering incisive industry intelligence on customer interactions with brands and products for more than 55 years. The world's leading businesses across major industries rely on J.D. Power to guide their customer-facing strategies.

J.D. Power has offices in North America, Europe and Asia Pacific. To learn more about the company's business offerings, visit JDPower.com/business. The J.D. Power auto-shopping tool can be found at JDPower.com.

About J.D. Power and Advertising/Promotional Rules: www.jdpower.com/business/about-us/press-release-info

Fonte: Business Wire