Despite a challenging housing market, mortgage customer satisfaction has risen notably as lenders embrace a more advisory-style approach to serving clients. According to the J.D. Power 2025 U.S. Mortgage Origination Satisfaction Study, overall satisfaction with mortgage lenders increased by 33 points year-over-year as companies shifted away from transactional, volume-focused strategies.
The study found that customers were far happier when lenders engaged later in the mortgage process, focusing on advice and education rather than immediate outreach. Borrowers responded positively to “useful guidance,” saying they valued feeling informed and empowered to choose the right deal, rather than being pressured into a quick transaction.
“Mortgage lenders have realized that the more educated their customers are about their mortgage options, the stronger and more loyal those relationships become,” said Bruce Gehrke, senior director of wealth and lending intelligence at J.D. Power. “The top-ranked lenders now blend human advisory service with intelligent digital tools to turn what was once a paperwork-heavy process into a true partnership.”
Citi earned the top ranking in the 2025 study, with a score of 802, followed by Bank of America at 792 and Citizens Bank at 787. Kate Luft, Head of U.S. Retail Banking and Mortgage at Citi, said the company’s success reflects its commitment to exceptional customer experience. “This recognition highlights our ongoing efforts to make homeownership accessible and rewarding through exceptional service,” Luft said.
While competitive interest rates remain important, mortgage customer satisfaction now hinges more on personal interaction and trust. A separate J.D. Power survey found that only one-third of borrowers chose lenders based solely on rates, while 69% prioritized factors like personalized service, transparency, and helpfulness. These insights suggest a major shift in how borrowers define value when choosing a mortgage provider.
The American Customer Satisfaction Index (ACSI) Insurance and Mortgage Lenders Study for 2025 echoed these findings. It reported that customer happiness across the industry has increased this year, largely due to digital enhancements and a renewed focus on the human element of service.
In that ACSI study, Rocket Mortgage ranked highest, followed by Bank of America, Chase, Wells Fargo, and Citizens Bank—further demonstrating that mortgage customer satisfaction depends as much on relationship quality as it does on competitive lending rates.
