Credit category: analysts have compiled a portrait of a mortgage lender
Most often, young people under the age of 34 who are married take out an apartment mortgage, analysts said. At the same time, in the center of the country, these are more often childless families, and in the regions, parents of one or two children. In 2024-2025, women take out more housing loans — this indicator is influenced by the dominance of the family mortgage market, as well as the possibility of using maternity capital, experts say. About what is the most common mortgage term and what else is included in the portrait of the mortgagor, see the Izvestia article.
Who takes out a mortgage
People aged 25-34 were among the leaders among those who take out mortgages, analysts told Izvestia. According to the financial marketplace <url>, 38% in the central and 45% in all other regions. At the same time, young people in Moscow, St. Petersburg and the Moscow region are less active.
"The share of borrowers aged 35-44 is higher there than in the regions, at 30%. People aged 55-64 are least interested in mortgages," they said. "The average age of a mortgage holder in three central regions is 36 years, while in others it is 33."
The majority of mortgage recipients are married, but this trend is more pronounced in the regions. In the central regions, the percentage of those without children is higher, and in the regions, mortgages are usually taken by families with one or two children.
Residents of Moscow and the region indicated in mortgage questionnaires an average income of 189 thousand rubles, which is 44% more than that of mortgage holders in other regions.
According to the M2 Real Estate Ecosystem analytical center, in 2024-2025, women are more likely to take out mortgages — in 52% of cases. 75% of borrowers are between the ages of 27 and 45. Housing loans are mostly taken by people with higher education (86%). They buy new buildings more often — this is due to stimulating demand in this segment with preferential rates.
In January – August 2025, the average mortgage amount in Moscow and the Moscow Region was 4.9 million rubles, 40% more than in other regions (3.5 million rubles). Muscovites also became the leaders in the amount of mortgage requests (5.6 million rubles), among non—metropolitan regions - Krasnodar Krai and Tatarstan (3.9 million rubles each). In Bashkortostan, the average minimum mortgage amount is 3.1 million rubles.
The main target audience is people aged 35-45 years, usually raising two children, confirmed VSN Group CEO Yana Glazunova.
"The financial profile of such borrowers is characterized by a high degree of creditworthiness," she noted. — For many, this is not the first mortgage, and they have other credit obligations. A significant number of clients have non-standard sources of income: these are individual entrepreneurs, business owners, or individuals whose incomes are difficult to officially confirm. Due to the high debt burden, they are often forced to optimize their financial performance in order to increase the chances of loan approval.
The vast majority of borrowers, according to her, choose a maximum loan term of 30 years in order to further minimize the monthly payment.
How to pay a mortgage
An analysis of mortgage sales shows that the vast majority of mortgage transactions — about 90% — are carried out by young families under the age of 35, mainly under the family mortgage program, confirmed Alexander Markosyan, head of sales at Tashir Estate. As a rule, these are spouses with one or two children, more often with two. In many cases, maternity capital is used as an initial payment.
"Mortgages in Moscow projects are mostly issued by local Muscovites," he added. — Regional buyers, as a rule, prefer other forms of settlement, such as one-time payments or installments, and are practically not represented in the structure of mortgage transactions.
Rustam Azizov, Director of Mortgage Sales and Implementation of Financial Instruments at A101 Group of Companies, added that the portrait of a mortgage borrower has been quite stable lately.: This is a family with one child who decides to take advantage of the family mortgage opportunities.
"The share of this sales tool in our structure is 90% of all mortgage transactions, which undoubtedly makes it the main driver of the market," he said. — The median monthly income is 180 thousand rubles per family. This indicator allows you to take out a mortgage for a period of 20 years and with a 20 percent down payment. This is the most common scheme. Under such conditions, the high proportion of early repayment of the loan is 7-10 years instead of the 20 years stipulated in the contract.
The second largest category of mortgage borrowers are married couples aged 40-49 who also purchase apartments on a family mortgage or with a small surcharge, added Elizaveta Rodina, head of Marketing research and analytics at the Glavstroy development company.
What will be the lending market?
The share of mortgage borrowers under the age of 35 has been steadily growing over the past four years, said Tatyana Reshetnikova, Deputy head of the mortgage department at the federal company Etagi. In 2022, this share was at 31%, in 2023 - 34%, in 2024 — 38%, and in 2025 it increased to 43%.
"It affects both the dominance of the family mortgage market, which is issued by young families with children, the possibility of using maternity capital, and the more loyal attitude of banks towards young borrowers," the expert noted.
The average income indicated by female mortgage borrowers in 2024 was at the level of 95 thousand rubles, for men — 120 thousand rubles, in 2025 it increased to 120 thousand rubles and 144 thousand, respectively.
"Such an increase in average income is due to the fact that potential borrowers with lower incomes are eliminated even before applying, since it is extremely difficult for them to get approval at existing market mortgage rates," added Tatiana Reshetnikova. — Now it is less often possible to apply for two documents, the income must be confirmed, and often officially and meet the requirements for the payment and debt burden.
Mortgages have been and remain part of a long-term strategy, says Alexey Artoshin, Commercial Director of Glavstroy Regions. It is worth deciding whether to take out a loan, not because of fluctuations in rates, but based on the real need for housing and willingness to service obligations.
"Today, the key interest rate is in the range of 18-19%, and if a consistent easing of monetary policy begins in 2025, mortgage rates may return to the level of 13-16% per annum by mid—2026," he said. — At the same time, the gap between market and preferential mortgages will gradually decrease.
The mortgage market is showing signs of steady stagnation, Alexander Markosyan added. High interest rates and limited incentive measures are holding back both demand and supply, especially in the market mortgage segment.
— Even despite the two stages of reduction of the key rate by the Bank of Russia, its level still limits the possibilities of the majority of potential borrowers, — the expert noted. — A significant recovery of the market is possible only with a further and noticeable reduction in rates or with the launch of new state support mechanisms. Under the current conditions, we do not expect mortgage demand to increase earlier than mid-2026.
Serious rate cuts should be expected in the future in 2026, according to Dmitry Pavlov, Director of Strategic Marketing at BM GROUP.
"We do not recommend postponing the purchase of housing in the hope of a lower percentage," the expert emphasized. "Experts predict a price increase of up to 50% by 2030. The price will grow unevenly and depend on many factors, for example, on the degree of readiness and availability of layouts "on the showcase" of developers.
According to Elizaveta Rodina, as the key interest rate decreases, the amount of compensation for preferential mortgage programs will decrease, which will reduce the severity of discussions about the future of such programs.
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