Point
Point (Point Digital Finance, Inc.) is a Palo Alto-based fintech founded in 2015 that operates a digital home equity investment (HEI) platform, letting U.S. homeowners convert up to $600k of equity into cash via a 30-year shared-appreciation product with no monthly payments, complemented by HELOC, Bridge, and SEED offerings.
- Company typePrivate
- Founded2015
- HeadquartersPalo Alto, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Point does
Point Digital Finance, Inc. (dba Point) is a Palo Alto-based fintech founded in 2015 by Eddie Lim and Eoin Matthews that operates a digital home equity investment (HEI) platform serving U.S. homeowners seeking to unlock equity without taking on monthly debt. Its flagship HEI product is a shared-appreciation financial instrument in which the homeowner receives a lump sum (up to $600,000) in exchange for a portion of the home's future appreciation, structured as a 30-year partnership with no monthly payments, no income requirement, a 500+ credit-score floor, and a Homeowner Protection Cap that limits maximum repayment. The platform combines online 60-second prequalification, automated underwriting, third-party appraisal integration, and mobile-online-notary closing. A proprietary 27% home-value risk adjustment establishes the Appreciation Starting Value and underpins the no-prepayment-penalty, no-monthly-payment terms.
The product surface has expanded to include a Home Equity Line of Credit (HELOC) offering up to $750k (originated through a Figure Technologies partnership, available in eight states), the Bridge (HEI Bridge) sub-product for homeowners no more than two mortgage payments past due with a 14-day funding timeline, and SEED, a waitlist down-payment investment product for prospective buyers. Point distributes direct-to-consumer via point.com, through direct-mail campaigns with personalized 6-digit offer codes, and since May 2026 through a third-party origination (TPO) wholesale broker channel led by Samuel Bjelac as Head of Wholesale.
Point generates revenue through (1) HEI shared-appreciation income recognized at exit (sale, refinance, or buyback, typically within 30 years), (2) HEI processing fees up to 3.9% with a $2,000 minimum, (3) HELOC interest income on drawn balances (APRs 6.50%–15.25%) and origination fees up to 4.99%, and (4) servicing economics. The firm has funded 25,000+ homeowners with over $2 billion in HEI capital, holds an NMLS license (#1610752) and California DRE license (#02012518), and has built a substantial institutional capital base — including a $115M Series C (WestCap, 2022), a $2.5B capital commitment from Blue Owl Capital (December 2025), forward-flow agreements with Tacora Capital (up to $300M) and MidOcean Partners (up to $600M), a $100M Cross River Bank revolving facility, and six completed rated HEI securitizations totaling approximately $780M.
Point firmographics
Firmographics- Name
- Point
- Legal name
- Point Digital Finance, Inc.
- Website
- https://point.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Point (Point Digital Finance, Inc.) is a Palo Alto-based fintech founded in 2015 that operates a digital home equity investment (HEI) platform, letting U.S. homeowners convert up to $600k of equity into cash via a 30-year shared-appreciation product with no monthly payments, complemented by HELOC, Bridge, and SEED offerings.
- Ownership category
- akta.pro rank
Point industry classification
Industry- Product category
- Home Equity Investment / Consumer Home Equity Financing
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310), Credit Intermediation and Related Activities (522)
- SIC
- Mortgage Bankers & Loan Correspondents (6162), Security Brokers, Dealers & Flotation Companies (6211), Asset-Backed Securities (6189)
- akta.pro primary industry
- HELOC Origination (Revolving Lines of Credit) (FSALAGAB)
- akta.pro secondary industry
- Home Equity Loan/HELOC Refinancing & Modification (FSALAGAE)
Keywords
Where Point is headquartered
LocationHeadquarters
- HQ city
- Palo Alto
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Point business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- HEI shared appreciation: Primary revenue stream. Homeowners receive a lump sum upfront in exchange for a portion of their home's future appreciation, payable when they sell, refinance, or buy back the investment (typically within 30 years). Repayment amount is tied to the home's appraised value at exit and is subject to the Homeowner Protection Cap.
- HELOC interest income: Revenue from a revolving home equity line of credit (HELOC) with APRs of 6.50%-15.25%. Borrower pays interest only on funds drawn; repayment tracks outstanding principal over time.
- Origination and processing fees: Upfront fees charged on closing: up to 3.9% HEI processing fee (subject to $2,000 minimum, or $1,000 minimum in some disclosures) plus third-party closing costs; up to 4.99% HELOC origination fee plus valuation/appraisal/recording fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | HEI (Home Equity Investment) — up to $600k lump sum |
| Unit Pricing | Pay-as-you-go | HELOC (Home Equity Line of Credit) — $15k to $750k |
| Other | Multi-year contract | HEI Bridge — for homeowners past due on mortgage |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels7 records
Point product offering
Product offeringCore offering
Point provides U.S. homeowners with a Home Equity Investment (HEI) — a shared-appreciation financial product in which the homeowner receives a lump sum of up to $600,000 in exchange for a share of the home's future appreciation, with no monthly payments, a 30-year term, and a Homeowner Protection Cap. The platform also offers a Home Equity Line of Credit (HELOC) up to $750,000, a Bridge HEI sub-product to cure delinquent mortgages within 14 days, and a SEED down-payment-investment product. Application, prequalification, underwriting, and closing are conducted through Point's digital origination platform.
Product overview
Point operates a unified home equity investment platform offered by Point Digital Finance, Inc. dba Point, centered on the Home Equity Investment (HEI) as its flagship product and complemented by additional products including the Home Equity Line of Credit (HELOC), the Bridge (HEI Bridge) sub-product designed for homeowners behind on their mortgage, and SEED, a waitlist down payment investment product. The HEI and Bridge products share the same core structure (a partnership in which Point provides an upfront lump sum in exchange for a share of the home's future appreciation, with a 30-year term and no monthly payments), while the HELOC provides a revolving credit line with monthly payments and is processed via a Figure integration; together these offerings let Point address multiple homeowner financing needs (general equity access, fast-cash credit lines, mortgage catch-up, and future home purchase) under a single Point brand and customer experience.
Differentiator
Problem solved
Functional benefit
Brands
- HEI (Home Equity Investment): Point's flagship product: a partnership in which the homeowner receives a lump sum upfront in exchange for a share of the home's future appreciation, with a 30-year term and no monthly payments. Get up to $600k from home equity.
- HELOC
- Bridge
Products and services
- Home Equity Investment (HEI) Point's flagship product in which the homeowner receives an upfront lump sum (typically $30k–$600k) in exchange for a share of the home's future appreciation; features a 30-year term, no monthly payments, no income requirement, a minimum credit score of 500, and a Homeowner Protection Cap that limits maximum repayment.
- Home Equity Line of Credit (HELOC) Open-end revolving line of credit secured by the home, offering up to $750k with monthly payments and interest; requires a 680+ credit score, available in CA, CO, CT, GA, IL, MD, NC, and WA, with application fulfillment handled via partner Figure.
- Bridge (HEI Bridge) A specialized HEI-style product for homeowners no more than two mortgage payments past due; Point funds the Bridge HEI (typically in 14 days) by sending funds directly to the mortgage servicer to bring the loan current, with a 30-year term, no monthly payments, and a capped repayment cost.
- SEED Point's down payment investment product referenced in the site navigation and HEI page for prospective home buyers; described as a waitlist product on the HEI FAQ section of the Point site.
Quantifiable outcome
- Funded more than 25,000 homeowners with over $2 billion in HEI capital
- +5 more outcomes
Companies that use Point
Customer profileSegments4 records
Ideal customer profiles4 records
Point technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature7 records
Point partnerships and signals
Strategic signalScale indicators9 records
Recent moves9 records
Expansion highlights6 records
Point competitors and assessment
Company assessmentBroad incumbents
- Roofstock: Roofstock is a broader-incumbent residential real estate investment platform; while not an HEI product, it serves a related audience of homeowners seeking to monetize residential real estate and competes for capital allocation toward home equity alternatives.
- SoFi: SoFi is a broad-incumbent digital personal-finance and home-loan platform offering HELOCs and home equity products alongside a wider consumer-finance suite. It competes with Point for the well-qualified homeowner segment and serves as a benchmark for scaled digital consumer lending.
- Yieldstreet: Yieldstreet is a broad-incumbent alternative-investment platform that has expanded into asset-backed private credit, including real-estate and home-equity-linked products. It is an institutional capital channel relevant to Point's securitization and forward-flow strategies and an indirect competitor for capital allocation in the HEI asset class.
- Rocket Mortgage: Rocket Mortgage is a broad-incumbent U.S. mortgage and HELOC lender with national scale and balance-sheet capacity. It competes for the home equity customer that Point targets with its HELOC product and represents the dominant traditional-lending alternative Point positions HEI against.
Direct peers
- Hometap: Hometap is the closest direct competitor to Point in the Home Equity Investment (HEI) category, offering homeowners a lump sum in exchange for a share of future home appreciation with a similar no-monthly-payment structure. It competes head-to-head for the same equity-rich U.S. homeowner segment and is pursuing its own institutional capital partnerships.
- Unlock: Unlock is a direct HEI peer offering a shared-appreciation home equity product with no monthly payments, a 30-year term, and a similar 500+ credit floor. It targets the same U.S. homeowner demographic as Point and is an established category competitor with overlapping marketing and geographic footprint.
- EasyKnock: EasyKnock operates a home equity access platform (sale-leaseback and shared-appreciation variants) that overlaps with Point's HEI in customer profile and product intent — giving homeowners alternatives to traditional mortgage debt. It is a directly comparable category peer in the U.S. home equity liquidity space.
- Figure: Figure is both a Point partner (originating its HELOC product) and a direct competitor — it operates a proprietary blockchain-native HELOC platform and has expanded into HEI-adjacent home equity products. The relationship is dual-natured: Point funnels HELOC applications to Figure while competing for the same home equity customer wallet.
- Splitero: Splitero provides a home equity investment product for U.S. homeowners that closely mirrors Point's HEI structure — lump sum in exchange for a share of future appreciation. It competes in the same shared-appreciation category and serves a similarly credit-diverse homeowner base.
Emerging players
- Ribbon: Ribbon provides a shared-appreciation-style home equity product for U.S. homeowners, overlapping with Point's HEI in economic structure and target customer. It represents an emerging direct competitor with a thinner capital base but comparable product offering.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Point social profiles
Digital presencePoint compliance and trust
Trust signalCompliance1 record
Point financial estimates
Financial estimateRevenue estimate
Valuation estimate
Point leadership team
Management profileNumber of profiles
Profiles5 records
Point funding detail
Funding detailFunding overview
Funding rounds10 records
Investors23 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Point M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Point
What does Point do?
Point provides U.S. homeowners with a Home Equity Investment (HEI) — a shared-appreciation financial product in which the homeowner receives a lump sum of up to $600,000 in exchange for a share of the home's future appreciation, with no monthly payments, a 30-year term, and a Homeowner Protection Cap. The platform also offers a Home Equity Line of Credit (HELOC) up to $750,000, a Bridge HEI sub-product to cure delinquent mortgages within 14 days, and a SEED down-payment-investment product. Application, prequalification, underwriting, and closing are conducted through Point's digital origination platform.
Is Point a public or private company?
Point is a private company. It is classified as venture growth investor backed and is currently operating.
When was Point founded?
Point was founded in 2015. It employs 101 to 250 people.
Where is Point based?
Point is headquartered in Palo Alto, United States, in the North America region.
How does Point make money?
Three revenue lines are on record. HEI shared appreciation is the primary driver. The others are HELOC interest income and origination and processing fees.
Who are Point's main competitors?
Broad incumbents on record are Roofstock, SoFi, Yieldstreet and Rocket Mortgage. Direct peers are Hometap, Unlock, EasyKnock, Figure and Splitero. Ribbon is listed as an emerging player.
Does Point have an API?
No public API is recorded for Point.
What industry is Point in?
Point's product category is Home Equity Investment / Consumer Home Equity Financing. Its primary akta.pro industry code is FSALAGAB, HELOC Origination (Revolving Lines of Credit), with a secondary code of FSALAGAE, Home Equity Loan/HELOC Refinancing & Modification. Its NAICS code is 522310 and its SIC code is 6162.