What drives — and blocks — Swedish mortgage decisions online

Choosing a mortgage is one of the most high-stakes decisions a consumer makes — yet the digital journeys designed to support that choice often fall short.

In our recent Digital Market Tracker, we followed 400 real Swedish consumers as they searched, compared, and selected a mortgage provider online. In addition to market performance insights like findability, conversion, market share, and competitor analysis, their feedback reveals what truly drives choice — and what still holds brands back.

01. Interest rates matter — but transparency matters more

By far the most important reason consumers chose a mortgage provider? The interest rate. But not just any rate — a rate that’s visible, real, and accessible without jumping through hoops.

Key consumer quotes:

“Best interest rate without hassle.”

“You get a rate directly, no negotiation.”

“Transparent and simple — no sales talk.”

What consumers value:

• Seeing interest rates without needing to call, chat, or submit contact details
• Tools that allow real-time rate calculations without commitment
• No hidden fees or ambiguous small print

Takeaway: In a market where rates are similar, ease and honesty win.

02. Simplicity and clarity win confidence

For many consumers, a major reason to choose a mortgage provider was the clarity and usability of the website itself.

They valued pages that were clean, structured, and free of marketing noise. The ability to calculate mortgage terms easily, without distractions, was a key part of their decision-making.

Quotes:

“Simple layout, not too much text.”

“Easiest site to calculate loans.”

“Website was the clearest and best to navigate.”

Takeaway: Strong UX helps customers feel in control — and ready to take action.

03. Trust is earned — and retained

For many consumers, the final decision wasn’t about who had the lowest rate, but who they already knew and trusted.

“I’m already a customer and feel safest there.”

“I have everything with them — mortgage, insurance, etc.”

“I’ve been a satisfied customer for years.”

Implication:

• Existing customer relationships are a powerful conversion driver
• Brand trust and past experience outweigh small rate differences
• Consolidation (having multiple products in one place) creates stickiness

Takeaway: New digital players must overcome a high barrier of trust. Existing players must protect what they’ve built.

04. Digital experience makes or breaks the journey

Even when rates and trust were in place, the digital experience often tipped the scale.

“Easiest site to calculate loans.”

“Simple layout, not too much text.”

“Clear design, no extra noise.”

Consumers praised sites that:

✅ Made calculations easy

✅ Avoided unnecessary steps

✅ Provided clear, concise information up front

Takeaway: Don’t let a messy UI kill a good offer.

What still stands in the way of conversion?

Even with competitive offers, many brands lose customers due to:

🚫 Lack of familiarity or trust

“Not a company I know.”

“It feels a bit shady.”

🚫 Too many “equal” options

“I couldn’t tell the difference.”

🚫 Insufficient information to decide

“Didn’t get what I needed right away.”

“Not confident enough to choose.”

Takeaway: If your journey feels generic, unclear or untrustworthy — people will leave, even if your offer is great.

Some consumers also hesitated to choose lesser-known providers — even when offers were competitive — simply because of unfamiliarity.

“I’d never heard of them.”

“I wasn’t sure if I could trust it.”

Takeaway: Brand awareness and reputation still influence decisions — especially in high-stakes journeys like mortgages.

Final thoughts:

Mortgage journeys don’t fall short because of a bad rate.

They fall short because customers can’t see the value — or don’t feel confident enough to act.