Across deployed clients, Appli calculators, engagement nearly quadrupled year over year, and the loan value carried to the application step grew nearly 9x. But the real story is a split: a comfortable majority still pricing cars, boats, and homes, and a smaller, stretched minority arriving ready to consolidate and converting at two to three times its share of traffic.

Average them together and you get a number that describes neither, and that number is deciding where your marketing budget goes. This white paper maps what members calculated, what actually converted, and where the gap is costing lenders real loan volume.

Inside the report:

• The conversion rankings that invert the traffic rankings, led by a product converting at 21.6% on barely 1% of volume

• Why mortgage and home equity behave like two different businesses

• Campaign and seasonal loans converting at more than 1 in 3

• Client spotlight: showing members their approval odds lifted applications by nearly half

• Who browses versus who acts, plus a full data appendix by category

Download the whitepaper and see what your averages are hiding.