Experian: Personal loan requests and average loan amounts to grow in 2025

The Italian consumer credit market closed 2025 with an overall positive performance. Personal loan applications grew by 10,2 percent compared to 2024. Bucking the trend, targeted loans declined by 5,9 percent, with a progressive contraction of 11,3 percent in the last quarter of 2025 compared to 2024. This is according to the latest Loan Report, produced jointly by Segugio.it and Experian Italia, which analyzed the evolution of personal loans, salary-secured loans, and targeted loans throughout the year. Demand for personal loans has been supported by the progressive decline in interest rates: according to analysis by Segugio.it, the average annual rate stood at 8,33% in 2025, compared to 8,81% in 2024. Payroll loans for private employees also benefited from a decline in interest rates, averaging 6,64% in 2025 (-59 basis points compared to 2024). Payroll loans for public employees and pensioners remained fairly stable, at 5,43% and 7,82%, respectively. In this context of greater accessibility, the average amounts requested have increased across all products: personal loans reached an average amount of 12.483 euros, up 7,5 percent compared to 2024, while specific-purpose loans reached an average of 1.584 euros (+9,5 percent from 2024).

“The growth in loan requests, especially among younger consumers, confirms a structural shift in credit demand. To capture this emerging demand, banks and financial institutions will need to continue investing in advanced analytical tools and evaluation criteria based on comprehensive and diversified data. With this analysis, we aim to provide credit institutions with concrete insights to anticipate trends, respond to real consumer needs, and build stronger relationships with a view to safe and responsible access to credit,” said Armando Capone, CEO of Experian Italy. “In the coming months, the challenge for credit institutions will be to capture the growing demand for debt consolidation and liquidity with increasingly customized solutions that take into account the specifics of each consumer profile. At Experian, we will continue to support this evolution with data and analytics that make credit more accessible, fair, and sustainable.” According to Alessio Santarelli, CEO of Segugio.it, “the more favorable financing conditions offered by credit institutions throughout 2025 have helped strengthen market confidence, driving a significant increase in average loan amounts compared to the previous year. This trend affects both personal loans and salary-backed loans, with a growth trend across the country and across most financing purposes, with double-digit increases in several cases. In a scenario that remains generally positive at the start of 2026, with substantially stable interest rates, comparison sites like Segugio.it continue to serve as a point of reference for guiding consumers towards the most efficient and competitive solutions.”

In the analysis of personal loans by purpose, liquidity remains stable in first place by volume, accounting for 27,0% of the total. Debt consolidation emerges as the fastest-growing category: its share of the mix increased by 14,6% compared to 2024, moving into second place with 18,4% of the total. Requests for home renovations also remained stable (13,0% of the total), accompanied by an increase in average amounts (+7,2%), confirming a shift toward higher-value investments. Among specific-purpose loans, mobile phones, while remaining the leading category by volume with 30,3% of the mix, recorded a year-over-year decline of -9,8%. 2025 was marked by the rise of used vehicles, with a share growing by 18,2%, reaching 18,7% of total requests. Motorcycles and bicycles (+14,4 percent) as well as computers and televisions (+16,3 percent) also showed significant growth.

The analysis by geographic area reveals growth in average amounts across the country. The Northwest consolidated its share of personal loan requests (up 2,1 percent compared to last year), reaching 30,8 percent of the national total. The South, despite a slight decrease in requests (-2,1 percent year-over-year), recorded the highest increase in average personal loan amounts (+9,3 percent). Central Italy remains the region with the highest concentration of requests for salary-backed loans for public employees (27,5 percent of the mix), with amounts growing by 5,7 percent. For specific-purpose loans, Southern Italy holds the record for request volumes (44,4 percent), while the Northwest and Northeast stand out for growth in amounts, up 13,9 percent and 17,1 percent, respectively.

The generational profile of applicants confirms the centrality of Gen X (45-60 years old), which represents the largest segment in terms of volumes across all products: 43,5 percent of total personal loans, 33,9 percent of specific-purpose loans, and 43,5 percent of the mix for salary-backed loans. The most significant data, however, concerns Gen Z (18-29 years old): in 2025, it recorded the strongest growth compared to the previous year in specific-purpose loan applications (+11,0 percent) and also in average amounts for all products, with +13,3 percent in personal loans (€10.865), +18,9 percent in salary-backed loans (€14.293), and +20,1 percent in specific-purpose loans (€1.879). This signals an increasingly value-based approach to credit for younger consumers. Millennials (30-44 years old), who account for 36,4 percent of total personal loan requests, show a growth in amounts of +7,6 percent, while Baby Boomers (61-78 years old) increase their share of salary-backed loans (+9,5 percent), with average amounts growing by +6,7 percent.

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