HELOC "perfect storm"

"Despite record-high levels, new home equity line of credit (HELOC) originations have been steadily declining as a perfect storm of rising interest rates, new tax laws and growing competition from alternative lenders has crimped traditional HELOC growth." (J.D. Power 2019 U.S. Home Equity Line of Credit Satisfaction Study)

This must be one heck of a slow moving storm since the underlying "new normal" had its genesis sometime in 2013 when the traditional lagged correlation between HELOC originations and the Case Shiller HPI started to break.  I had created this visualization a year ago, but this conundrum has, if anything, further under-performed even the lowered expectations.

Much of the reaction to this study has been a freak out around...

(KEY FINDING #1) how consumers are increasingly considering alternate product, two-thirds compared to a bit over 40% a "few years ago," leading to exhortations about...

(KEY FINDING #2) ...the need to go digital.

The peanut gallery has a point here.  As someone who took out a HELOC recently, I can attest that not only is the customer experience every bit as antiquated as that of a decade ago, it has actually, worsened through the inclusion of myriad InfoSec requirements.  While my institution was a legacy bank, even the new entrants are sadly lacking in "digital."  One only has to check out PennyMac's ballyhooed first fully non-bank HELOC product where digital is apparently defined as a form that drives a loan officer to call you.

I'm frankly more interested in the other two findings...

(KEY FINDING #3) "Concerns about interest rates, overextending debt drive shopping behavior: Customers concerned about opening a HELOC are significantly more likely to consider HELOC alternatives." and

(KEY FINDING #4) "Long-term HELOC customers less engaged than new customers: Existing HELOC customers who have had their line of credit for more than two years are notably less satisfied with their lender than are new customers."

These two findings point to a product-market mismatch issue that has been evident elsewhere in consumer finance, where consumer preferences have driven increased usage of debit cards and purpose-driven loans over credit cards.  Consumers are prioritizing control and transparency, while recognizing the costs of open-ended credit.  Moreover, given that consumers' financial priorities will likely change, sometimes dramatically, over a typical HELOC draw period, does it really make sense to keep the line open for such lengthy timelines?  This is a likely cause for the final finding around lower customer engagement/satisfaction over time.

The tech-enabled ready availability of credit, appropriately priced with intelligence on purpose or context, has truly been transformational, but the HELOC segment has, for the most part, been oblivious to this sea change.

Thankfully, this obliviousness is not universal.  Figure's HELOC possesses attributes that address the issues identified in the findings of the study, including: (1) transparency and availability for digital discovery; (2) speedy origination process without need for human handholding; (3) fixed rate/terms providing customers with easy-to-understand exposure; and (4) a generally favorable cost-benefit CX equation that enables consumers to regard taking out a Figure HELOC as situational.  In many ways, Figure has the first HELOC geared around how consumers behave now, not ten years ago.

This year looks to be a banner year for other new HELOC-type products, with Blend, Prosper and SpringEQ all about to unveil their own takes on cracking the conundrum.  I can't wait to see what develops in this space.