A frictionless mobile mortgage experience doesn’t require an app 

In the race to create a convenient, modern borrowing experience, many lenders have seized on native mobile apps as the next big thing in mortgage origination. At first glance, the appeal is obvious: an app can live right on a borrower’s phone, promise to save their progress, and provide a sleek, branded interface. Yet, in practice, lenders tell us that only about 20 percent of borrowers take that route when given the choice. The other 80 percent head straight for the mobile-friendly website instead. Outside of mortgage, an estimated 99.5% of consumer apps and 87% of business apps fail. These trends tell us something important: consumers may crave a frictionless experience on their phones, but they often don’t see a compelling reason to download an app—especially for a process they only go through every few years.