U.S. Consumer Lending Satisfaction Study
See What Matters Most to Today’s Borrowers—and How to Meet Their Expectations
The Consumer Lending Satisfaction is a comprehensive benchmark of borrower satisfaction with unsecured personal loans across the 22 largest U.S. lending institutions.
What the Study Measures
The Benchmark for Unsecured Personal Loan Experience
Evaluates borrower experience across seven core dimensions:
• Digital channels including website and mobile app
• Experience obtaining the loan
• Keeping borrowers informed throughout the process
• Trust in the lender
• Loan meeting borrowing needs
• Ease of doing business
• People including service representatives and call centers
Tracks:
• Shopping triggers and loan selection behavior
• Channel preferences and onboarding experience
• Financial health indicators and borrower profiles
• Brand awareness, loyalty, and satisfaction drivers
Includes:
• Annual rankings and opportunity to license awards
• Customized executive presentation and strategy session with data-driven, actionable recommendations.
• Performance dashboard benchmarking each brand’s performance across indices, dimensions, and KPIs.
• In-year wave reporting to track performance trends and movement across key measures.
How It Works
How the Consumer Lending Study Works
• Captures borrower experience across unsecured personal loans
• Measures satisfaction across application, funding, servicing, and support
• Evaluates digital channels, communication, and ease of use
• Links experience to trust, loyalty, and repeat borrowing behavior
Core Strengths
Faster Decisions, Stronger Trust
• Identifies demand for simplicity, transparency, and speed
• Highlights impact of digital-first expectations on satisfaction
• Reveals role of brand trust in lender selection
• Shows how to stand out in a competitive lending market
Business Impact
Improve Experience, Strengthen Loyalty
• Identifies friction across shopping, application, and loan servicing
• Improves digital flows that impact approval speed and ease
• Clarifies communication and education throughout the loan lifecycle
• Builds stronger trust and long-term customer loyalty
• Strengthens brand positioning using borrower sentiment data
Key Dates
2026
Field Start: March, 2025
Wave 1 Publish: October 31, 2025
Wave 2 Publish: May 5, 2026
Press Release: May 19, 2026
2026
Field Start: March, 2026
Wave 1 Publish: October 29, 2026
Wave 2 Publish: TBD
Press Release: TBD
Press Release & Award Information
JD Power will issue a national press release featuring key findings, trends, and brand rankings from the study. Only brands that meet JD Power’s research criteria will be ranked. Brands that rank highest in their segment and meet award criteria may promote their award through the JD Power licensing program—available exclusively to study subscribers.
Profiled Brands
2027 U.S. Profiled Brands
Bank-Affiliated Lender:American Express
Citi
Discover
LendingClub
Lightstream by Truist
Navy Federal Credit Union*
PenFed Credit Union
PNC
SoFi
U.S. Bank
Upgrade
USAA*
Wells Fargo
Non-Bank Lender:Achieve
Avant
Best Egg
Earnest
Happy Money
LendingPoint
Lendmark
Mariner Finance
Net
CreditOne
Main Financial
Oportun
OppLoans by OppFi
Prosper
Rocket Loans
Security Finance
Upstart
World Finance*
*Profiled but not ranked
Who should use it
Designed for Leaders Driving Lending Growth
• Consumer lending executives
• Product strategy teams
• Marketing teams
• Customer experience leaders
• Operations teams
• Risk and compliance leaders
PowerSource
Insights Available at a Touch of a Button
Subscribers to this study have full access to benchmark reporting, competitor analysis, and more with PowerSource.
