In the decade following World War II, the savings and loan industry grew at the fastest rate in its history, and the key to this expansion was the tremendous postwar demand for new homes. Because residential construction nearly dried up during the Great Depression and the war, when peace came the need for new houses exceeded all expectations. The result was an unprecedented demand for mortgages, and S&Ls responded by offering innovative mortgage products that met customer needs, while also designing better ways to attract deposits to fund these loans. The result was that by the mid-1950s the thrift industry was not only the preeminent source for home finance, but also became the second largest repository for consumer savings. Another reason for the expansion of S&Ls was their effort to adopt a more progressive business image that combined their traditional role of community institutions with modern convenience and efficiency. The League assisted in this work by expanding management education programs and promoting more effective advertising methods. It also worked with the Federal Home Loan Bank Board to design industry-friendly regulations. These relations grew so close that Congress eventually investigated the role of the League in government activities.

While the expansion of the thrift industry in the early 1950s was indeed remarkable, some changes during the period seemed threatening for the future.