Non-depository lenders in the study included Freedom Mortgage, loanDepot, Rate and Rocket Mortgage
Scorecard leader Bank of America was noted for its streamlined mortgage application, expanded mortgage rate information and the ability for applicants to digitally lock a mortgage rate.
Sharing the top spot, PNC was lauded for its real-time mortgage prequalification, its Home Insight Planner tool and for integrating a soft credit pull into its home equity application.
“High interest rates and stabilizing home prices are pushing today’s consumers to focus on identifying ways to make home buying and improvement more attainable and affordable,” said Beth Robertson, managing director at Keynova Group. “Consumer demand can be sustained by using digital channels to provide consumers with clarity about home lending rates and related costs, providing cohesive home lending applications and tools and by elevating lending products to meet a wide range of borrower needs.”
With mortgage rates a central driver of mortgage and refi demand, clear pricing from lenders remains essential, Keynova’s release stated. Over 80% of Scorecard lenders display rates online and on mobile, and 42% now offer more details on rate-point combos and closing costs than last year.
A quarter of the lenders let applicants lock rates digitally and 80% promote grant programs to aid homebuyers, while all highlight low down payment options.
Most lenders link digital applications to loan status tools that allow saving progress, document uploads and direct communication with loan officers. One in four also integrate servicing, calculators and property search into these portals. More than 80% offer third-party data verification, 33% provide real-time ID checks, and over 40% deliver fully digital pre-approvals or prequalifications that can be reused for full approval.
With high mortgage rates and home prices, Keynova’s benchmark found that many homeowners are turning to home equity products. Among lenders offering them, 75% are enhancing features. Over half now offer interest-only HELOC payments — up from 20% in 2024 — and two-thirds provide variable lines with fixed-rate conversion.
Options like soft credit pulls, faster closings, and quicker funding are further fueling demand, the study notes.
