4 out of 10 are becoming more sustainable. But are we paying for it wisely?

We won’t stop until every home is sustainable. And the movement has begun. Four out of ten mortgage holders improved the sustainability of their homes over the past year. That’s according to the Consumer Monitor Mortgage Holders by the Dutch Authority for the Financial Markets (AFM). Awareness of available arrangements is also growing. What stands out as well: most people paid for these investments entirely with their own savings. And that’s where it gets interesting. The willingness is there. The solutions are there. The overview could be better. Our co-founder Eugene Lubbers dives into the AFM article and shows where the real acceleration lies.

Savings feel safe. But they’re also scarce.

The research shows that homeowners often finance sustainability upgrades with their own funds. Logical. Savings are simple. No extra loan. No paperwork. But savings are also your buffer for setbacks and unexpected expenses. That buffer brings peace of mind. If you spend €10,000 on insulation, that money is gone. There are other ways to finance these upgrades. Subsidies, attractive green loans, and dedicated schemes can make sustainability investments more affordable. So the real question shouldn’t be: should I pay for it myself? It should be: what options do I actually have?

The willingness is there. The clarity isn’t.

Most people now know that subsidies, schemes and green loans exist. That’s progress. But knowing something exists is not the same as understanding what it means for you. Imagine you want a heat pump. You request a quote. Then the real questions start. Which financing options fit? What’s the total cost? What does this mean per month? Without that clarity, sustainability still feels like a large upfront expense coming straight out of your savings. And that’s exactly where the acceleration lies. Prets makes financial options instantly clear at the moment someone decides. Not as separate information afterward, but embedded directly into the customer journey. With a clear monthly amount, comparable options, and visibility into what is actually possible.

1 in 10 is still not enough

It’s encouraging that more mortgage holders are actively approached by their advisor or lender. In 2022, that was 1 in 20. In 2025, it’s nearly 1 in 10. A clear increase. A positive development. At the same time, the reach remains limited. The energy transition is no longer a side topic. It directly affects someone’s monthly costs and home value. So why wait for a customer to bring up insulation or a heat pump? That’s where the opportunity is. Make sustainability a standard part of the conversation.

Many homeowners want to upgrade, but assume it’s financially out of reach. That perception shifts when you show what subsidies do, which financing fits, and what it means per month. Not abstract promises. A concrete number at the bottom line. As the AFM also points out: start the financing conversation earlier, and you create movement. The willingness is there. Now it’s about that final nudge. As a sector, that’s where we can make the difference. Let’s roll.