From Stressed to Relieved: The Emotional Journey of Borrowing Money

Borrowing money isn't just a financial decision. For many, it's an emotional one.

Advance America has spent nearly 30 years helping people make it work in tight financial moments — and we wanted to better understand how those moments feel.

So we asked.

Here's what 3,119 people had to say.

The emotions behind asking for help

The question isn't whether you'll ever need help. It's whether you'll have somewhere to turn when you do.

Before anyone fills out a single application, they're already carrying something.

In our survey, 56% of people who have never borrowed from Advance America said they feel stress or anxiety when they think about borrowing money. Another 35% worry .

Surprisingly, 1 in 3 ( 33% ) feel shame or embarrassment just at the thought of it .

That's a significant emotional weight for someone who just needs a little help. And we think that's worth talking about.

Why borrowing carries a stigma (and why that stigma is outdated)

The emotions involved in borrowing are nothing new. For generations, needing financial help has carried a quiet cultural message: that asking means you've somehow fallen short.

But here's what our research actually shows: borrowing is a normal, need-driven response to life's unpredictability.

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When we asked customers why they came to us, the answers were straightforward:

• 28% had unexpected expenses (like car repairs, medical bills, home emergencies).
• 26% had a bill come due before their next paycheck arrived.
• 21% were facing a financial emergency.

These aren't signs of irresponsibility. They're signs of being human.

Unexpected things happen to everyone, regardless of income or how carefully you plan. The question isn't whether you'll ever need help. It's whether you'll have somewhere to turn when you do.

Something shifts when you borrow

Here's where the research gets interesting.

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When we compared the emotions of people who haven’t borrowed from Advance America to those who have, the difference was striking. The stress, worry, and shame that dominated the “before” picture dropped significantly. In their place:

• 35% of customers feel relief
• 24% feel gratitude
• 18% feel hope and optimism
• 14% feel confidence

That's not just a transaction. That's a transformation.

And it makes sense. The moment you stop worrying about how you'll handle a crisis, the weight lifts. Anxiety gives way to action. Shame gives way to agency.

We also found something meaningful in the data: customers with household incomes under $25,000 per year were less likely to feel stress, shame, or frustration about borrowing. For the people who arguably need financial support the most, the experience appears to reduce the emotional burden, not reinforce it.

The role of a judgment-free experience

So, what separates the shame of filling out that first application from the relief of getting a loan approved and funded?

We believe it comes down to how you're treated in the process.

Whether you apply online, call us, or walk into one of our 760+ locations, the experience should feel the same: fast, clear, and completely judgment-free. Apply on your phone at midnight or sit down with a real person at your nearest store. Either way, you're in control.

We've built every part of our process with that in mind — because when you're already stressed, the last thing you need is to feel like you have to explain yourself to get help.

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You don't have to do it alone

Even as most borrowers prefer to start their journey digitally, they don't want to do it alone. Nine in 10 Advance America customers — and 68% of prospective borrowers — say access to a real person by phone, chat, or in-store is "very" or "extremely" important to them.

In a world of faceless finance, most people still want a real person in their corner. Sometimes it’s nice to hear a human voice say: “Here's how it works. We're here to help.” 

Or at least have the option to.

That's why we have 760+ locations across 23 states, staffed by real people who genuinely care. Not as a fallback, but as a feature.

The stress you feel before borrowing doesn't have to last. For millions of Advance America customers, it doesn't. Relief may be closer than you think.

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About the research: These findings come from a proprietary survey of 3,119 U.S. consumers — including both prospective borrowers and current Advance America customers — commissioned by Advance America and fielded online in November and December 2025. The study explored the emotional, behavioral, and practical dimensions of short-term borrowing in America today.

FAQs about borrowing 

What do most people use Advance America loans for?   

The most common reasons are unexpected expenses like car repairs, bill-timing gaps before payday, and financial emergencies . These are everyday situations that can happen to anyone.

I feel ashamed for needing to borrow money. Is that normal?

Perfectly normal, and you’re not alone. Our survey found that 56% of prospective borrowers feel stress or anxiety when they think about borrowing, and 1 in 3 feel shame before they've even applied.

Those feelings are common, but they don't have to define the experience. In fact, 35% of our customers reported feeling relief after borrowing, followed by gratitude , hope , and confidence.

Getting support — and being treated with respect in the process — makes a difference.