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.

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What It 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

2027

Field Start: March, 2026
Wave 1 Publish: October 29, 2026
Wave 2 Publish: May 04, 2027
Press Release: May 10, 2027

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.

Access JD Power Press Releases Learn More About Awards
Three identical JD Power awards made of clear glass with gold bases and text. Each award features the JD Power logo and the phrase 'The Voice of The Customer'.

Profiled Brands

2026 U.S. Profiled Brands

American Express
Achieve
Avant
Best Egg
Citi
Discover
LendingClub
LendingPoint
Lightstream
Navy Federal Credit Union*
OneMain Financial
Oportun
OppLoans
PenFed Credit Union
Prosper
Security Finance
SoFi
Study Average
U.S. Bank
Upgrade
Upstart
USAA*
Wells Fargo

*Profiled but not ranked

2027 U.S. Profiled Brands

Personal Loan: Bank-Affiliated Lender
American Express
Citi
Discover
Happen Bank (formerly LendingClub)
Lightstream by Truist
Navy Federal Credit Union*
PenFed Credit Union
PNC
SoFi
U.S. Bank
Upgrade
USAA*
Wells Fargo

Personal Loan: Non-Bank Lender
Achieve
Avant
Best Egg
Earnest
Happy Money
LendingPoint
Lendmark Financial Services
Mariner Finance
NetCredit
OneMain Financial
Oportun
OppLoans by OppFi
Prosper
Rocket Loans
Security Finance
Upstart
World Finance

Home Equity Lender
Bank of America
Chase
Citizens Bank
CMG Financial
Fifth Third Bank
Figure
Huntington Bank
Navy Federal Credit Union*
PNC
Rocket Mortgage
Spring EQ
TD Bank
Third Federal Savings & Loan
Truist
U.S. Bank

*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

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Insights Available at a Touch of a Button

Subscribers have full access to benchmark reporting, competitor analysis, and more with PowerSource.

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