Mortgage lenders are shifting their strategic focus for 2026, with a majority now prioritizing business volume and market share expansion over immediate profitability, according to an industry survey released Friday by The Mortgage Collaborative (TMC).
The survey of 38 member organizations — spanning independent mortgage banks and depository institutions across the country — reveals that while operational efficiency remains critical, lenders are investing in technology and artificial intelligence to drive that efficiency.
Specifically, TMC’s data highlights a surge in interest regarding agentic AI and automation to reduce origination costs, while simultaneously diversifying into non-qualified mortgage (non-QM) and downpayment assistance programs to capture purchase market share.
The survey indicates a distinct pivot in lender sentiment. Fifty-five percent of respondents stated they are prioritizing growth over immediate profitability, compared to 45% who remain focused primarily on protecting margins.
To achieve this volume, lenders are exploring new options. Business development ranked as the No. 1 strategic priority for respondents. More than half of those surveyed (53%) are expanding product offerings into non-QM and alternative products, while 45% are utilizing downpayment assistance programs to attract buyers. Strengthening referral relationships also remains vital, with 42% of lenders focusing on real estate agent and builder affiliations.
Technology implementation ranked as the second-highest priority, mainly driven by the need to lower costs and streamline the borrower experience.
The survey noted a growing sophistication in how lenders approach artificial intelligence. Beyond basic chatbots, there is strong interest in agentic AI — referring to autonomous agents capable of executing complex tasks without immediate human direction — and AI voice solutions.
According to the report, lenders are also prioritizing application programming interfaces (APIs) and digital closing tools to reduce manual execution and improve efficiency across the loan lifecycle.
“Our members are balancing cost discipline with long-term competitiveness, and the data shows that technology, people and partnerships are central to that equation,” said Jodi Hall, president and CEO of The Mortgage Collaborative, in the press release.
