UpEquity
UpEquity is a veteran-owned, Austin-based mortgage technology company that offers a Trade Up program providing guaranteed offers on a homeowner's current home, enabling contingency-free purchase offers on a new home, alongside an Equity Advance bridge-loan alternative.
- Company typePrivate
- Founded2019
- HeadquartersAustin, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What UpEquity does
UpEquity is a veteran-owned, Austin-based mortgage technology company founded in 2019 (legal entity UpEquity SPV2 LLC DBA UpEquity, NMLS #2101265) that operates a digital "buy-before-you-sell" platform targeting the friction homeowners face when purchasing a new home before selling their existing one. The company offers two complementary products: Trade Up, which provides a guaranteed offer on the homeowner's current home to eliminate sale contingencies and enable stronger purchase offers (with a backstop purchase if the home does not sell within 6 months), and Equity Advance, a bridge-loan alternative that unlocks equity in the existing home to fund a down payment on the new property.
The platform is distributed primarily through a self-serve website application supplemented by a real estate agent referral community (Agent Community), with content marketing, SEO, and direct phone outreach as supporting channels. UpEquity holds mortgage lending licenses across approximately 17 US states and is backed by a $200 million warehouse facility from Silicon Valley Bank and Setpoint Capital (June 2025) sized to support roughly $1 billion in loan originations over two years. Earlier funding includes a 2021 $20 million equity round led by S3 Ventures with $30 million in debt, alongside earlier seed participation from Y Combinator, The MBA Fund, Flybridge, and Next Coast Ventures.
The company generates transaction-based revenue on mortgage originations facilitated through Trade Up and Equity Advance, supplemented by warehouse financing economics (the spread between warehouse borrowing costs and lending rates to homeowners). Revenue has tripled annually since October 2023, and the company had reported 500% growth in revenue and transaction volume by October 2021. Pricing is quote-based and not publicly disclosed, set per transaction based on property value, borrower qualifications, and market conditions. UpEquity operates with 11-50 employees from its Austin headquarters at 1645 E. 6th St. #100.
UpEquity firmographics
Firmographics- Name
- UpEquity
- Legal name
- UpEquity SPV2 LLC
- Website
- https://upequity.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- UpEquity is a veteran-owned, Austin-based mortgage technology company that offers a Trade Up program providing guaranteed offers on a homeowner's current home, enabling contingency-free purchase offers on a new home, alongside an Equity Advance bridge-loan alternative.
- Ownership category
- akta.pro rank
UpEquity industry classification
Industry- Product category
- Residential Mortgage Lending
- NAICS
- Credit Intermediation and Related Activities (522)
- SIC
- Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Consumer Direct / Online Mortgage Origination (FSALAAAB)
- akta.pro secondary industry
- Purchase Mortgage Origination (Homebuyer Focused) (FSALAAAD)
Keywords
Where UpEquity is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
UpEquity business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Transaction-based mortgage services: UpEquity generates revenue through transaction fees associated with mortgage originations and home purchases. The company provides financing solutions for homeowners buying and selling simultaneously, with revenue tied to the volume of loan originations and property transactions facilitated through the Trade Up program.
- Warehouse financing interest: Revenue generated from the difference between warehouse facility borrowing costs and lending rates offered to homeowners through mortgage products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Trade Up - Guaranteed offer on Old Home |
| Transaction based/ take rate | Pay-as-you-go | Equity Advance - Equity unlock for down payment |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
UpEquity product offering
Product offeringCore offering
UpEquity is a residential mortgage lender that operates a tech-enabled platform offering a Trade Up program with a guaranteed cash offer on a customer's existing home to enable a contingency-free purchase of a new one, plus an Equity Advance product that functions as a bridge-loan alternative by advancing against existing home equity. Loans are funded through a warehouse facility, and the platform supports fully digital application, verification, underwriting, and closing workflows.
Product overview
UpEquity offers a dual-product Buy Before You Sell solution consisting of Trade Up and Equity Advance. Trade Up is the core offering that provides a guaranteed offer on the homeowner's current home, removing the sale contingency and enabling a stronger purchase offer. Equity Advance is an add-on module that functions as a modern bridge loan alternative, unlocking equity from the old home to fund a down payment on the new home. Homeowners can use Trade Up independently or combine it with Equity Advance for a comprehensive buy-before-you-sell experience.
Differentiator
Problem solved
Functional benefit
Brands
- Trade Up: A program that provides a guaranteed offer on the homeowner's current home, removing the home sale contingency and allowing them to make a stronger offer on their new home.
- Equity Advance
Products and services
- Trade Up
Quantifiable outcome
- Reduce closing times to 10 days
- +2 more outcomes
Companies that use UpEquity
Customer profileSegments3 records
Ideal customer profiles2 records
UpEquity technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
UpEquity partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights5 records
UpEquity competitors and assessment
Company assessmentDirect peers
- Homeward: Homeward provides buy-before-you-sell solutions, allowing homeowners to make a competitive offer on a new home before selling their existing one. It targets a similar use case to UpEquity's Trade Up program with a comparable agent partnership channel.
- Flyhomes: Flyhomes offers a Guaranteed Offer program alongside mortgage brokerage services, enabling clients to buy before selling. It overlaps with UpEquity on the buy-before-you-sell value prop and broader mortgage assistance.
- Orchard: Orchard is a direct-to-consumer buy-before-you-sell platform that helps homeowners buy their next home before selling their current one, with similar bridge-financing mechanics to UpEquity's Trade Up and Equity Advance products.
- Better.com: Better.com is a tech-enabled digital mortgage lender offering consumer-direct online origination. It is a direct competitor to UpEquity on the digital mortgage origination side, though without the buy-before-you-sell specialization.
- Knock: Knock is the most direct competitor to UpEquity, offering a buy-before-you-sell solution where the company guarantees a buy on the current home so the homeowner can make a non-contingent offer on the next one. Both target the same simultaneous buyer/seller segment via an agent-led model.
Broad incumbents
- Opendoor: Opendoor is the largest iBuyer and operates in a similar buy-before-you-sell adjacency through its Opendoor Cash and partnership offerings. It is the most credible competitor to the Trade Up program from a brand and capital standpoint.
- LendingTree: LendingTree operates a multi-lender mortgage comparison marketplace that connects consumers to lenders. While not a buy-before-you-sell specialist, it competes for online mortgage shopper mindshare and lead flow that UpEquity also targets.
- Rocket Mortgage: Rocket Mortgage is the largest U.S. retail mortgage originator and a broad incumbent in consumer-direct online mortgage origination. It dwarfs UpEquity on scale and brand but offers a less differentiated, more commoditized product experience.
Emerging players
- Offerpad: Offerpad is an iBuyer offering instant cash offers and recently expanded into mortgage and title services through Offerpad Mortgage. It competes with UpEquity for the same simultaneous buy/seller use case but typically via direct cash offers rather than guaranteed-market-value offers.
- Reali: Reali is a real estate technology company that has offered buy-before-you-sell and cash-offer-style products. Although it has scaled down operations, it represents an adjacent model and historical peer in the same BBYS category as UpEquity.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
UpEquity social profiles
Digital presenceUpEquity compliance and trust
Trust signalCompliance1 record
UpEquity financial estimates
Financial estimateRevenue estimate
Valuation estimate
UpEquity leadership team
Management profileNumber of profiles
Profiles8 records
UpEquity funding detail
Funding detailFunding overview
Funding rounds9 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
UpEquity 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 UpEquity
What does UpEquity do?
UpEquity is a residential mortgage lender that operates a tech-enabled platform offering a Trade Up program with a guaranteed cash offer on a customer's existing home to enable a contingency-free purchase of a new one, plus an Equity Advance product that functions as a bridge-loan alternative by advancing against existing home equity. Loans are funded through a warehouse facility, and the platform supports fully digital application, verification, underwriting, and closing workflows.
Is UpEquity a public or private company?
UpEquity is a private company. It is classified as venture growth investor backed and is currently operating.
When was UpEquity founded?
UpEquity was founded in 2019. It employs 11 to 50 people.
Where is UpEquity based?
UpEquity is headquartered in Austin, United States, in the North America region.
How does UpEquity make money?
Two revenue lines are on record. Transaction-based mortgage services are the primary driver. The others are warehouse financing interest.
Who are UpEquity's main competitors?
Direct peers on record are Homeward, Flyhomes, Orchard, Better.com and Knock. Broad incumbents are Opendoor, LendingTree and Rocket Mortgage. Emerging players are Offerpad and Reali.
Does UpEquity have an API?
No public API is recorded for UpEquity.
What industry is UpEquity in?
UpEquity's product category is Residential Mortgage Lending. Its primary akta.pro industry code is FSALAAAB, Consumer Direct / Online Mortgage Origination, with a secondary code of FSALAAAD, Purchase Mortgage Origination (Homebuyer Focused). Its NAICS code is 522 and its SIC code is 6162.