Jonas Eickholt investigates why consumers consistently prefer their bank branch over advantageous online financing options when making the most important financial decision of their lives: real estate financing. This preference is surprising in an era of ubiquitous digitalization. Based on a comprehensive model approach, trust, utility, and subjective risk assessment are identified as key influences. Emotional factors play a more significant role in the decision than rational reasons such as the interest rate. The author provides a differentiation of influences based on sociodemographic characteristics and creates an understanding that is pioneering for future online financing products.