Financial institutions have spent years perfecting their product mix—but consumer expectations are shifting faster than ever. Today, relevance isn’t just important. It’s everything.
We’re seeing a clear pattern emerge in how consumers engage with loan offers in the wild—not in a branch, but at the point of need. And the trends speak volumes:
Credit cards: Still your digital workhorse
Credit cards continue to perform, especially when presented in the right context. Gen Z's credit card usage jumped 19% year-over-year, according to TransUnion. These products remain top of mind and are well suited for digital delivery—when timed right.
Personal loans: Silent, but strong
Often overlooked, personal loans are gaining traction in key consumer moments—travel, home improvement, and unexpected expenses. Experian reports that balances hit record highs in 2023, as more consumers turn to these fast, flexible solutions.
Home equity: Quiet, but full of intent
Home equity offers may have lower visibility, but they carry serious weight when they land. Bankrate found that 1 in 3 homeowners plan to tap into their home’s value this year—especially for renovations or large purchases.
Bottom line
Millennials and Gen Z aren’t just looking for a lender—they’re looking for the right offer at the right moment. They’re not browsing your site or strolling into a branch. They’re online pricing out a DIY project or planning a big purchase—and that’s your opportunity to show up with financing that fits their need, exactly when they need it.
So ask yourself: Are you leading with what people actually want . . . or just what you’ve always offered?
