How To Report

Reimagine Mortgage Lending By Designing For Emotion

Use The Emotional Curve And Dimensions Of Value To Build Moments That Matter

December 29th, 2021
Zhi-Ying Barry, Principal Analyst
Zhi-Ying Barry Principal Analyst
With contributors:
Oliwia Berdak , Joana de Quintanilha , Maxie Schmidt , Aurelie L'Hostis , Seles Sebastin , Bill Nagel

Summary

The mortgage borrowing journey isn’t just transactional — it’s emotional. Complex, lengthy, and highly manual mortgage processes leave many borrowers feeling overwhelmed and frustrated. Even when a borrower becomes a customer, the post-purchase experience often disappoints. Lenders’ ability to identify make-or-break moments and align capabilities around these moments will determine how successfully they acquire, serve, and retain mortgage customers. This report shows how lenders can transform mortgage lending by identifying moments that matter and designing experiences to better engage with borrowers in those moments.

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