Rocket Mortgage in Detroit leads its industry in customer satisfaction, according to the latest American Customer Satisfaction Index (ACSI) 2025 Insurance and Mortgage Lenders Study, which originates in Ann Arbor.
In an industry that overall posted a customer satisfaction score of 74 (out of 100), Rocket scored an 83, 4 percent better than its previous score. Bank of America moved into second place following a 3 percent rise to 79.
Chase (78) and Wells Fargo (77), both unchanged from the previous report, are next, followed by Citizens Bank, which posted an ACSI score of 73 in its first year being reported in the mortgage lenders industry. Last-place Freedom Mortgage suffered the largest decline, tumbling 6 percent to 68.
The overall mobile experience remains one of the mortgage industry’s strongest areas, with the quality benchmark steady at 82 and reliability up 1 percent to 81. Ratings for online tools are stable, with visual appeal unchanged at 74 and ease of use at 75. Both areas present opportunities for enhancement to better meet evolving user expectations.
Several service and process-related metrics show slight gains. Fees and costs (69), call center satisfaction (73), and the mortgage’s ability to meet specific needs (75) all increased 1 percent. The loan officer’s ability to explain the loan process (78) and their overall knowledge (78) both improved 1 percent.
Among lender types, credit unions (78) lead in customer satisfaction, scoring 4 points higher than banks and 6 points above independent mortgage lenders, with standout performance in service-related metrics along with fees and costs.
“The true industry leaders are those who meet people where they are and deliver seamless digital solutions without losing sight of the profound reassurance that human interaction provides, especially when it matters most,” says Forrest Morgeson, associate professor of marketing at Michigan State University in East Lansing and director of research emeritus at the ACSI.
“The future of insurance and mortgage lending lies in blending technological convenience with personal connection, empowering customers to feel understood and supported through every experience.”
Other results of the ACSI report include:
- Humana tops the health insurance industry despite dipping 2 percent to an ACSI score of 79. Kaiser Permanente (down 1 percent) and UnitedHealth (up 1 percent) move in opposite directions to tie for second place at 77.
- Mutual of Omaha ties for the life insurance lead at 80 with Prudential (down 1 percent), New York Life (unchanged), and State Farm (up 3 percent) all performing strongly. USAA, which provides insurance to military-affiliated individuals and families only, debuts in the industry with an ACSI score of 79.
- USAA and State Farm continue to lead the property and casualty (P&C) industry in customer satisfaction. USAA improves 2 percent to an ACSI score of 85, 6 points ahead of State Farm, which scores the highest among providers that are not limited to military-affiliated consumers despite dipping 1 percent to 79.
Among the four industries — health insurance, life insurance, property and casualty insurance, and mortgage lenders — life insurance is the highest performer despite slipping 1 percent to a score of 78. Health insurance (unchanged) and property and casualty insurance (down 1 percent) are next at 76 apiece, while mortgage lenders rank among the lowest-performing ACSI industries after sliding 1 percent to 74.
The ACSI Insurance and Mortgage Lenders Study 2025 is based on 12,691 completed surveys. Customers were chosen at random and contacted via email between October 2024 and September 2025.
To download the full study, visit here.
 2025 Insurance and Mortgage Lenders Study, which originates in Ann Arbor.){kind=link}