A New Brand for Our Next Chapter

At Hometap, our mission has always been clear: to make homeownership less stressful and more accessible. Today, we’re excited to share a refreshed brand identity that brings this mission to life in new ways and reaffirms our commitment to the people at the heart of everything we do — homeowners.

Where We Started: Homeowners First, Always

Homeownership is a dream for many, but it also comes with challenges: unexpected repairs, tight monthly budgets, and the feeling that most of your financial life is tied up in your home. Not to mention an ever-changing market that adds constant confusion.

Homeowners are definitely feeling the pressure. We hear it from them every day:

• “I need money, but I don’t want to sell my home.”
• “I’m overwhelmed by financial jargon and just want a clear path forward.”
• “The cost of homeownership is rising faster than my paycheck”
• “I’m not sure what my financial options are or who to trust.”

Hometap is committed to meet these challenges head-on — helping homeowners reduce stress, find clarity, and feel empowered in their decisions. That sense of empowerment inspired us as we began to transform our brand.

Something (Brand) New: Refreshing Our Identity

Our new tagline: “Invested in Homeowners” carries a dual meaning. Yes, we invest financially in homes. But more importantly, we’re invested in homeowners’ futures. And we’re committed to being a resource for them throughout their homeownership journey.

Our new logo builds on the familiar house shape of our old logo, now with a subtle “pie chart” element that represents investment and shared growth. It’s simple, flexible, and helps bring our story to life. The logo is also paired with a new sonic identity, a welcoming knock, knock that signifies doors — and opportunities — opening for homeowners.

And yes — we’ve gone purple. Chosen for its spirit of curiosity and innovation, our new primary color reflects who we are as a forward-thinking fintech company.

What This Means for You: A Continued Commitment

While our look may have changed, our dedication to homeowners hasn’t. We’ll continue to build tools and solutions that help you understand and access your home equity, so you can stress less and enjoy the sometimes wild but still wonderful journey of homeownership. We’re Hometap. And we’re invested in homeowners.