According to survey data, 70% of respondents indicate the lowest total loan cost as an important criterion, 57% value clear and understandable terms, and 35% prioritize the lowest monthly payment. A quick decision remains at the bottom of the priority list – it was chosen by only 10% of respondents who took out a loan in the past year.
Read more An extraordinary test for soldiers in the Baltic Sea: learning to survive after an emergency landing
“The results of the study show that when choosing a loan, people look much more broadly. They care about what the final commitment amount will be, what the terms are, and how different creditor offers compare side by side. This is exactly the kind of comparison we aim to facilitate with ‘Toborrow’,” says Inga Zamalaitienė, Business Development Manager at Toborrow.
Why can speed still be attractive?
According to independent personal finance strategist Ieva Jazavitienė, the fact that speed ranked at the bottom of the priority list in the survey does not mean it cannot become important in a specific situation. Our choices are influenced not only by rational decisions but also by circumstances and emotional state.
“When we really want something or face a problem we want to solve here and now, a quick response becomes emotionally appealing. Messages like ‘money today’ or ‘decision in a few minutes’ can encourage immediate action instead of stopping and calmly evaluating all circumstances,” says I. Jazavitienė.
According to her, it is important here to distinguish what a person considers significant when calmly considering a choice from what can influence behavior at a specific moment.
“In surveys, people usually respond in a calm environment without pressure to decide. At such times, critical thinking is activated – we have time to think and assess consequences. In real life, circumstances can be different: emotions come into play, and there is a desire to solve the problem as quickly as possible. Therefore, what we rationally consider the best choice does not always coincide with how we act in a specific case,” explains I. Jazavitienė.
Total loan cost – twice as important as the lowest monthly payment
One of the most striking results of the study is that consumers indicate the total loan cost as an important criterion twice as often as the lowest monthly payment: 70% and 35%, respectively.
Read more Inflation accelerated in Japan in July
According to finance strategist I. Jazavitienė, this difference shows that consumers care not only about the lowest monthly payment but also about how much the loan will cost over the entire period.
“A lower monthly payment may seem attractive when considering the daily budget, but its size alone does not show how much will be paid for the loan in total. The total amount allows seeing a broader picture of the financial commitment,” says I. Jazavitienė.
The ability to compare before choosing
According to I. Zamalaitienė, this is why it is important to have the opportunity to see different alternatives in one place and evaluate them according to the same criteria.
“If a consumer cares not only about the monthly payment but also about the final cost and clarity of terms, it should be easy for them to compare these things. Our goal is not to encourage a person to borrow faster – we aim to provide more information so they can choose the option best suited to their situation,” says Toborrow’s Business Development Manager.
Loan offers from different creditors can be compared in one place on the platform toborrow.lt. Using “Toborrow” (from English to borrow – to borrow), the user submits one application and can receive offers from several creditors, which they compare to choose the most suitable one. The service is free for the user, and the loan agreement is made directly with the chosen creditor.
A representative survey of the country’s residents was conducted in April 2026 by the market and public opinion research company “Spinter tyrimai” commissioned by Toborrow.
Read more Eight people died in a plane crash at the US Air Force base in Alaska
