# 2026 Home Equity Positioning Report

Data-backed insights that reveal how lenders compete and what borrowers expect in 2026.

Coviance

Published

April 15, 2026

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## Table of contents

Home equity borrowers today are financially stable, digitally fluent, and evaluating more than just rates—they’re evaluating the experience.

The **2026 Home Equity Positioning Report** analyzes over 550 million marketing touchpoints to reveal how different lenders position home equity and how that positioning is shaping borrower expectations.

Inside the report:

- How national banks and non-bank lenders dominate visibility and what that means for community lenders
- The borrower segments most heavily targeted in today’s market
- Key differences in messaging between lender types
- Why messaging reflects operational confidence, not just marketing strategy
- What community lenders can do to compete without increasing spend

If you’re evaluating how your institution is positioned in today’s home equity market, this report provides a clear, data-backed perspective.