Almost a quarter of americans don’t fully understand home equity loans

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

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About MeridianLink^®

At MeridianLink, we connect all sizes of financial institutions and fintech companies to better technology, better service, better people, and better solutions to streamline experiences so your members and customers can live better lives. We solve complex problems with powerful yet practical solutions. Since the beginning, we have been a leader at adapting to change with unique, industry-first solutions. We meet opportunities head-on with innovation and drive. Our passion for excellence is reflected in our cloud-based digital lending, new account opening and deposit, and credit reporting solutions. 