Heartland at a glance, 2025
Every figure is from the lender's own HMDA filing. "vs national" compares with all lenders combined.
How the A grade breaks down
Each component is a percentile rank among 412 home-equity (HELOC) lenders. Higher is better. Components the lender does not report are left out and the weights redistributed.
Approval oddsdecision denial rate, weight 45%
95th8.5% deniedPricingmedian rate spread over APOR, weight 30%
50th0.16 ptsProcesswithdrawn + incomplete share, weight 15%
57th11.2%Closing coststotal loan costs ÷ loan amount, weight 10%
63rd2.66% of loanTrend, 2023–2025
| Year | Applications | Originated | Denial rate | Decision denial | Median rate | Volume |
|---|---|---|---|---|---|---|
| 2023 | 182 | 158 | 7.1% | 7.3% | 6.38% | $21M |
| 2024 | 203 | 166 | 3.9% | 4.6% | 6.38% | $26M |
| 2025 | 493 | 395 | 7.5% | 8.5% | 7.00% | $47M |
What Heartland lends
Applications by purpose and loan type in 2025, with the denial rate for each. A lender's mix explains a lot of its headline rate: HELOCs and FHA loans are denied far more often than conventional purchase loans.
By loan purpose
By loan type
Also: 260 home-equity lines, 0 reverse mortgages, 2 manufactured homes, 10 investment properties.
Why Heartland denies applications
Primary reason reported for each of the 37 denials in 2025. Lenders can cite up to four reasons; this is the first one listed.
Who gets approved at Heartland
Decision denial rate by applicant profile. Groups with fewer than 20 applications are omitted.
| Applicant income | Applications | Originated | Decision denial rate |
|---|---|---|---|
| Under $50k | 61 | 43 | 21.8% |
| $50k – $100k | 186 | 148 | 9.0% |
| $100k – $150k | 146 | 122 | 4.7% |
| $150k – $250k | 76 | 62 | 4.6% |
| Applicant age | Applications | Originated | Decision denial rate |
|---|---|---|---|
| Under 25 | 27 | 24 | 4.0% |
| 25–34 | 89 | 77 | 6.0% |
| 35–44 | 90 | 72 | 6.5% |
| 45–54 | 111 | 87 | 11.0% |
| 55–64 | 93 | 76 | 9.4% |
| 65–74 | 69 | 48 | 10.7% |
Where Heartland lends
7 states and 34 counties in 2025. Click a state for the lender's full record there.
Frequently asked questions
Heartland denied 8.5% of the applications it decided on in 2025. The national figure across all lenders was 22.6%. On approval odds it ranks in the 95th percentile of home-equity (HELOC) lenders.
The most common reason Heartland gave in 2025 was "debt-to-income ratio", cited on 45.9% of its denials. Lenders report up to four reasons per denial to the CFPB; the full breakdown is on this page.
The median interest rate on loans Heartland originated in 2025 was 7.00%, and its median rate spread over the average prime offer rate was 0.16 points. Rates on this page are what borrowers actually got, not advertised rates.
In 2025, 35% of its applications were for home purchases, 63% for refinancing (including cash-out), and 2% for home improvement or other purposes. By loan type: 100% conventional, 0% FHA, 0% VA.
Every figure on this page comes from the Home Mortgage Disclosure Act (HMDA) Loan/Application Register published by the CFPB, which lenders are required by federal law to file. We add the grade and the comparisons; we do not add facts.