![]() Generation D spans age groups and encompasses people who are deeply digital, integrating online and social media into the fabric of their lives. Accenture’s research suggests the emergence of a new high value customer segment – “Generation D”. "Millennials are expecting different services and capabilities from lenders,” she said. Regardless of who was the first, there is an increased push for companies to go digital due to regulatory pressure combined with consumer expectations for convenient and efficient service.Įarlier this year, Kelly Adkisson, a managing director at Accenture Credit Services, explained that they are seeing a clear change in customer demographics and needs, and lenders must adapt. “This is a revolutionary change for the mortgage industry, as borrowers are now able to take charge of the process and complete each step of the digital mortgage online at their own pace,” said Victor Ciardelli, president and CEO of Guaranteed Rate. Guaranteed Rate announced in June that it launched the first digital mortgage. While Quicken Loan touted that it launched the first fully online mortgage process, other lenders in the industry are concurrently moving in the same direction. “Today, we took another monumental leap forward with the launch of Rocket Mortgage, which brings simplicity and clarity to the home loan process like never before, while delivering solutions at unimaginable speed,” said Bill Emerson, Quicken Loans CEO. ![]() ![]()
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