2025 Mortgage Credit Prospect Journey Benchmark

The mortgage market is digitizing rapidly, and more and more prospects expect a seamless, fully digital experience when applying for a home mortgage. Furthermore, from a banking perspective, mortgages are one of the key client acquisition channels, leading to product cross-selling and long-term relationships.

But where do European mortgage lenders stand in this transformation?

Sia has conducted its first benchmark in this field, analyzing 64 banks across six Western European countries: Belgium, France, the Netherlands, Luxembourg, Spain and Italy. Using over 80 criteria across nine rating categories, we evaluated the digital mortgage journey for prospects, focusing on functionalities (FX) and user experience (UX).

Our benchmark assessed the entire digital prospect journey on a computer. It ranges from mortgage product information and simulation tools, to loan application submission and the reception of a digital mortgage offer. The key evaluation points included:

• Online mortgage information and maximum credit capacity estimator
• Possibility of a fully digital mortgage application
• Online credit rate proposal and pre-approvals
• Ease of navigation and accessibility of customer service
• User-friendly simulation and application forms
• The inclusion of ESG factors such as energy efficiency
• Visible AI features for the prospect

The European mortgage market is being led by digital-first loan providers, while digital transformation is gradually reshaping the prospect journey.

Digitalization plays a key role, particularly in the research phase, where online simulators allow consumers to estimate their loan before making a decision. However, the application process remains largely hybrid; borrowers use digital platforms to prepare their request but usually finalize the process with an advisor.

The cycle from property research to receiving the keys can be quite lengthy. The ability for home buyers to have near real-time pre-agreement from the lender can be beneficial to close the acquisition of their dream property in a fast-moving buying market.

Despite some progress, fully digital mortgage applications remain rare in Europe; only 8 loan providers propose an end-to-end prospect journey. While certain banks are developing more advanced digital processes, the final document signing and approval still require human interaction, as institutions prioritize personalized support to ensure credit security.

Digital followers and laggards have made the strategic choice to prioritize human interaction, opting not to offer a fully digitalized mortgage application process. However, borrowers expect more than just online information and simulation tools—they want seamless processes, without digital disruptions. These institutions can still leverage detailed simulation journeys, followed by a meeting with an advisor. This allows the advisor to focus entirely on providing personalized guidance rather than simply gathering information.

In this context, traditional banks face increasing pressure to modernize their offerings. Across Europe, many players are already developing fully digital mortgage solutions, reshaping customer expectations around speed and convenience. Revolut, for instance, is set to launch a fully digital mortgage offering in France by 2025, an initiative that could redefine customer expectations regarding accessibility and efficiency. The emergence of fully digital entrants adds further pressure on traditional banks, which must accelerate their transformation to avoid being outpaced.

Sia leverages the insights from this benchmark to help lenders enhance their digital strategies. By offering a comprehensive view of prospect and customer journeys, along with a deep understanding of current trends and emerging shifts, we don’t just offer advice — we deliver a clear roadmap for navigating the evolving digital landscape. 

By staying attuned to changing prospect behaviors and expectations, Sia enables lenders to maintain their competitive edge and drive innovation. Our end-to-end support empowers lenders to rethink their digital approach, fostering long-term growth and elevating the mortgage experience for prospects.