According to the latest J.D. Power 2025 U.S. Mortgage Origination Satisfaction Study, mortgage lenders have evolved from a transactional, volume-at-all-costs approach to adopt more consultative, advisory-style engagements with customers.
And as mortgage origination volumes rise again after declining for the past few years, lenders are attaining higher customer satisfaction scores, improved trust, and increased levels of brand loyalty, according to the Study.
“Mortgage lenders have come to recognize that the more educated their customers are about the details of their mortgage products, the more loyal and lucrative their relationships become,” said Bruce Gehrke, senior director of wealth and lending intelligence at J.D. Power. “The highest-ranked lenders in today's market aren't just those with the best rates, they're the ones that have perfected hybrid engagement. By blending high-touch advisor relationships with intelligent digital infrastructure, leading lenders are transforming what used to be a transactional, document-focused ordeal into a consultative partnership.”
Citi ranked the highest in mortgage origination satisfaction by J.D. Power, with a score of 802, rounding out the top 10, along with their customer satisfaction score, were:
- Bank of America (792)
- Citizens (787)
- Huntington (780)
- Movement Mortgage (776)
- Guild Mortgage (775)
- Prosperity Home Mortgage (773)
- Fairway Independent Mortgage (772)
- Chase (771)
- TD Bank (766)
Note that Navy Federal Credit Union with a score of 783, and Veterans United with a score of 778, were not ranked due to award criteria.
“We are incredibly proud to receive the number one ranking in Customer Satisfaction among Mortgage Originators,” said Kate Luft, head of U.S. retail banking and mortgage at Citi. "This recognition powerfully demonstrates our relentless efforts to provide outstanding service, ensuring our clients experience an exceptional and accessible path to homeownership."
J.D. Power awarded Citi an overall customer satisfaction rating of 802, marking the first time any lender has achieved a score of 800 or higher since the study’s redesign in 2022.
The J.D. Power’s Mortgage Origination Satisfaction Study measures overall customer satisfaction based on performance in six factors (in alphabetical order):
- Communication
- Digital channels
- Level of trust
- Loan offering meets my needs
- Made it easy to do business with
- People
Key Highlights Of The Study
J.D. Power’s 2025 U.S. Mortgage Origination Satisfaction Study was fielded from September 2024 through September 2025, and is based on responses from 10,067 customers who originated a new mortgage or refinanced within the past 12 months. Highlights of the data include:
- Overall satisfaction rises sharply: Overall customer satisfaction with mortgage lenders stood at 760 (on a 1,000-point scale), up 33 points from a year ago when mortgage customer satisfaction was in decline. In the past year, mortgage lenders have made significant strides in customer communication, reliability and accountability, and use of innovative technologies to engage with customers.
- Building loyalty through advisory programs: Mortgage lenders receive top scores from a majority (79%) of their customers for providing useful guidance or advice, up from 76% in 2024, 70% in 2023 and 69% in 2022. Additionally, customers of mortgage lenders that receive top scores for delivering useful guidance are 2.3 times more likely to say they “definitely will” choose the same lender for future loans.
- Early engagement driving satisfaction: Overall satisfaction is 32 points higher when lenders connect with customers at the beginning of their homebuying journey, before they start actively shopping, compared with satisfaction when engagement begins later in the journey. Satisfaction drops by 64 points when lenders first engage at the mortgage application stage.
- Borrowers welcoming AI: Fifty-four percent of customers say they are “completely comfortable” with their lenders using AI in the mortgage origination process and another 31% say they are “partially comfortable” with the use of AI. However, customers also want to know how the technology is being used; 71% say it is “very important” for their lender to inform them when they are using AI.
