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As of June 2026, rising mortgage rates have joined inflation as a driver of increased consumer stress. The Mortgage Bankers Association's Weekly Applications Survey released on 7/15/26 revealed that rates climbed to their highest level in nearly a year.* The University of Michigan indicator of consumer confidence has now dropped to depths even below the COVID period.* *
Financial services therefore continue to be under pressure. Alpharank's first-party data show that American consumers continue to reduce their demand for financial services, except for unsecured lending/personal loans.
To win market share in a high-rate environment, you need to be as effective as possible in everything you do. It’s important to get the most from every dollar you spend to convert more of the business that is out there.
Approved applications for personal loans posted double-digit growth in June vs. May, while approved credit card applications were up 6%. Meanwhile, approved vehicle loan applications were flat, deposits were down 1%, and approved home lending applications were down a whopping 13%.
💰 Personal Loans: +15%
💳 Credit Cards: +6%
🚗 Vehicle Loans: 0%
💵 Deposits: -1%
🏡 Home Lending: -13%
Our June trends data confirms the hypothesis that high inflation and high interest rates are stressing out the American consumer. What does this mean for your financial institution? Now more than ever, in this climate of consumer financial stress, your FIs' deposit and lending growth investments must be as strategic and effective as possible.
In this time of economic insecurity, you have to get the most out of your expenditures and prove what is working and what you are delivering, as there is less business to win.
Alpharank helps its clients navigate to optimize growth investments, typically seeing a +50% increase in funded accounts in the first six months. Reach out to our team today to see how we can help you do just this, even admist today's economic climate.
About Alpharank and our data:
200+ banks and credit unions trust Alpharank to optimize production from their websites and online applications, resulting in dollars booked to the balance sheet. Without storing personal information, our data models and benchmarks are trained on a unique dataset of +7.5 billion full-funnel events with known balance-sheet outcomes!
Most financial institutions buy clicks from Google, Meta, etc., and just hope for funded applications. Alpharank measures the quality of your clicks so you only buy the good stuff. Stop their algorithm from draining your budget while sending you lookers, not bookers. Pay for performance only and get 50% more for your marketing dollar.
🔎 Learn more about how you win with better click intent, journey efficiency and effectiveness, prospect quality, and campaign optimization. Visit www.alpharank.ai/competitive-assessment and request a free competitive assessment.
* See https://nationalmortgageprofessional.com/news/mortgage-apps-fall-rates-hit-highest-level-august-2025
** See https://www.fredecondashboard.com