Going beyond the basics: meeting the evolving needs of the modern homeowner

As customers’ expectations continue to evolve, servicers – and the mortgage technology they use – must evolve along with them. To figure out what customers are looking for, and how lenders and servicers can meet their changing needs, ICE conducts a yearly Borrower Insights Survey.

The results from the 2025 study show respondents want personalized experiences, clear communication, and convenient access to information about their home and loan. Additionally, customers expect more than just basic payment functionality from their servicer’s digital technology. The findings suggest that servicers who are "app-forward" and provide a seamless, digital experience will be better positioned to retain business in this highly competitive market.

The cornerstone of the customer experience

Communication is key to building trust and loyalty with customers, with 89% of this year’s respondents saying they are satisfied with the level of communication from their mortgage servicer. However, this satisfaction rate varies across generations. Boomers and Millennials are the most satisfied with their servicer's communication, with 60% and 57% of respondents, respectively, saying they are definitely satisfied.

The Borrower Insights Survey dug one level deeper and found that it isn’t enough to just get in touch with customers—it’s equally important you contact them on the platform of their choice. Younger generations in particular are more receptive to digital communication channels, with 55% of Gen Z and 48% of Millennial respondents willing to send an email, compared to 34% of Boomers.

Interestingly, the survey also found that customers largely prefer to call into a support center and speak with a real human when they have a question, with 61% of respondents saying they would most prefer to call. However, this preference is not absolute; the survey once again found that younger generations lean more toward using digital communication channels for support, with 42% of Gen Z and 38% of Millennial respondents willing to use online chat, compared to 11% of Boomers. A mix of technology with the option for human interaction remains the preferred option for homeowners and helps to accommodate customers of all ages.

The growing importance of going digital

Being able to easily access their loan information and staying informed about their mortgage and home through a digital app has become an essential tool for customers. The 2025 Borrower Insights Survey found that a significant majority of borrowers who use a mortgage servicing app leverage them to view their mortgage payment and outstanding balance. In fact, 64% of respondents use their app to view their mortgage payment, while 52% use it to view their outstanding balance, underscoring how important it is to provide customers with a user-friendly platform to manage their mortgage.

Beyond simply viewing their basic loan information, customers are also using a mortgage servicing app to learn more about their home's value and equity. The 2025 Borrower Insights Survey found that 40% of respondents use their servicing app to view their home's value and track their investment progress. Additionally, 37% of respondents use their app to view their home equity, while 21% look for ways to use that equity.

Age’s impact on app usage

The survey also found that age and experience level impact how customers use their mortgage servicing app. The results show Gen Z and Millennial respondents are more likely to use payment calculators or estimates and ways to use equity, with 65% and 67% of respondents respectively using these features. In contrast, Boomers are more likely to use their app to make mortgage payments and check their outstanding balance. These findings suggest that mortgage servicers should tailor their app offerings to meet the unique needs and preferences of different age groups and experience levels.

Tapping into the power of mortgage servicing apps

Mortgage servicers have a prime opportunity to harness the power of digital servicing apps to cater to the distinct needs of each customer. The ICE Servicing Digital solution is a responsive customer engagement tool that works on both mobile devices and the web to help servicers meet the expectations of all generations of users. For instance, younger tech-savvy customers can get hands-on with the technology and explore equity options or perform “what if” refinancing scenarios in the app, while older customers may appreciate how simple it is to access essential information and make secure payments. By leveraging this advanced digital tool, servicers can make it easy for their customers to manage and optimize their most significant investment in the way that works best for them.

ICE is helping servicers meet the evolving expectations of today’s modern homeowner. That starts with finding out what customers are looking for from their servicer, and using those insights to create a tailored, digital-forward customer journey that is understandable, meaningful and accessible. Download the 2025 Borrower Insights Survey to learn more.