Discover Financial Services is jumping into the home equity loan market to benefit from rising home values, The Wall Street Journal reports. 

The financial services firm plans to break into the market by the second half of this year.

"My view is that in many places in the country, the housing market is finally stabilizing," said David Nelms, chairman and chief executive officer of Discover. "I think that there are people who do have equity in their homes, and it's a much more careful time today than it was during the 2005-2007 housing market."