A History of Hometap-ery

In 2022 we introduced the world to Hometap, a fintech company that gives access to cash in exchange for home equity. More than just a brand, we communicated an entirely new category to an unfamiliar market. Our platform was simple: “It’s your home. Tap into it.”

After adopting the platform, Hometap spent the next few years prioritizing lower funnel marketing. But by 2026, they needed to return to the upper funnel to continue growing. This meant new brand-led work that would educate consumers on a new category while also driving direct inquiry. In short, we were tasked with creating a campaign that was equal parts brand and performance.

The Strategy of Equity

After analyzing ad performance to date and auditing the consumer, culture, and competition, our biggest obstacle became clear: skepticism.

People simply didn’t trust the idea of cash today in exchange for a share of their home’s future value. Our mission was to earn that trust and show that accessing equity isn’t the risky decision – leaving it unused is.

A Shift in Perspective

After exploring new potential platforms, we ultimately decided to stick with the one that brought Hometap to where it is today, bringing fresh creative that would reflect what homeowners are actually feeling (and what Hometap does to help).

We thought up a simple visual device to literally see life through the eyes of a homeowner: via a first-person perspective, “Then & Now” traverses the ups and downs of a family using old photographs to reveal how Hometap helped them through it all.

On radio, we laid out Hometap’s top use cases with a conversational, playful tone to educate the listener without losing them in the process.

Moving to the lower end of the funnel, digital ads zeroed in on Hometap’s key differentiators for people who might already be considering a home equity investment.

While the campaign has already gotten some unprecedented results at launch, the full picture is still yet to come. Swing back to see how it all tapped out.