Better
- Company typePublic
- Founded2016
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
Better firmographics
Firmographics- Name
- Better
- Legal name
- Better Home & Finance Holding Company
- Website
- https://getbetter.co
- Company type
- Public
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Better industry classification
Industry- Product category
- Digital Mortgage Lending
- NAICS
- Credit Intermediation and Related Activities (522), Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Embedded Lending & Credit (POS, Working Capital, Credit Lines) (FSAGALAD)
- akta.pro secondary industries
- Alternative Data & Credit Scoring (Cashflow, Telco, Utility, Open Banking) (FSAGAHAC), Closed-End Home Equity Loans (Second Mortgages) (FSALAGAA)
Keywords
Where Better is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Better business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Mortgage Origination Fees: Better earns revenue through mortgage origination fees charged on loans it originates. The company reported Q1 2026 loan volume of $1.64 billion. As an AI-powered platform, it is shifting toward B2B revenue through API and platform fees rather than purely retail origination.
- Fannie Mae Conforming Mortgage Sales: Better originates conforming mortgages that are purchased by Fannie Mae, generating revenue from the origination and sale of these loans in the secondary mortgage market.
Go-to-market motion2 records
Distribution channels6 records
Marketing channels3 records
Better product offering
Product offeringCore offering
Better Home & Finance Holding Company is a publicly-traded digital mortgage lender that originates residential mortgages through an AI-powered platform. The company operates the Tinman AI Platform for automated mortgage underwriting and is shifting toward an embedded finance and B2B API model, offering white-label mortgage capabilities, the Better Home Equity Card built on Stripe Issuing, and a first-of-its-kind crypto-backed conforming mortgage product in partnership with Coinbase.
Product overview
Better operates as a fintech mortgage lending platform offering a unified product portfolio centered on its direct-to-consumer mortgage lending core, supplemented by the Tinman AI Platform for automated underwriting. The company has expanded into embedded finance through the Better Home Equity Card (built on Stripe), and offers crypto-backed mortgages via Coinbase integration. Additional products include the EquitySelect HELOC offered through the NEO Home Loans retail channel, and AI-powered underwriting features integrated with ChatGPT. The platform is transitioning from a direct-to-consumer model toward an AI-powered platform and embedded-finance provider.
Differentiator
Problem solved
Functional benefit
Brands
- Tinman AI Platform: AI-powered mortgage underwriting and credit decision engine enabling near-instant approvals
- EquitySelect
- Better Home Equity Card
Products and services
- Better Mortgage Direct-to-consumer mortgage lending platform offering residential mortgages approved in under 10 minutes via AI-powered underwriting. Available to homebuyers and homeowners for purchase and refinance loans.
- Tinman AI Platform AI-powered mortgage underwriting and credit decision engine enabling instant approvals (up to 95% of applications) in under 10 minutes. Offered via API and white-label to lenders and fintech platforms including NEO Home Loans, Credit Karma, Finance of America, Coinbase, and Stripe.
- Crypto-backed Mortgage Conforming mortgage product enabling borrowers to pledge Bitcoin or USDC as collateral for a down payment loan, with crypto assets held in custody via Coinbase Prime and returned upon repayment. Sold to Fannie Mae in the secondary market.
- Better Home Equity Card Prepaid debit card built on Stripe Issuing and Treasury infrastructure enabling homeowners to immediately access funds from their home equity line of credit. Offers 1% cashback on eligible purchases and automated expense tracking.
- EquitySelect HELOC Home equity line of credit offered through NEO Home Loans powered by Better, targeting homeowners locked into low mortgage rates (below 4%) who cannot easily access equity through traditional cash-out refinancing. HighTechLending estimates 20% of previously declined borrowers could qualify.
- Token-backed Mortgage Fund Fund backed by token-backed mortgages (Bitcoin/USDC collateral) and Fannie Mae, in partnership with Coinbase, enabling borrowers to use crypto holdings as down payment collateral.
Quantifiable outcome
- Q1 2026 loan volume of $1.64 billion, up 89% year-over-year
- +3 more outcomes
Companies that use Better
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Better technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature4 records
Better partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- NEO Home LoanscoreNEO Home Loans operates as a retail channel partner powered by Better, integrating Better's AI mortgage platform and products into its lending operations. This is part of Better's strategic shift from DTC toward an AI-powered platform model.
- Credit KarmaminorActive partnership where Credit Karma offers Better's mortgage products to its platform users as part of Better's B2B embedded finance expansion.
- Finance of AmericaminorActive partnership where Finance of America offers Better's mortgage products through its channel as part of Better's AI platform expansion.
- StripecoreBetter is actively partnered with Stripe as part of its embedded finance shift, enabling products like the Better Home Equity Card built on Stripe Issuing and Treasury infrastructure.
- StripecoreBetter Mortgage launched the Better Home Equity Card, a prepaid debit card enabling homeowners to immediately access funds from their home equity line of credit. The product is built on Stripe Issuing and Treasury infrastructure, positioning Better as an embedded finance provider beyond traditional mortgage lending.
- CoinbasecoreCoinbase and Better partnered to offer the first cryptocurrency-backed conforming mortgage product accepted by Fannie Mae. Borrowers can pledge Bitcoin or USDC as collateral for a down payment loan, with crypto assets held in custody in Better's Coinbase Prime account for the loan's duration and returned upon repayment. Fannie Mae purchases these conforming mortgages. This enables crypto holders to secure homeownership without liquidating digital assets and avoiding capital gains taxes.
- HighTechLendingcoreHighTechLending partnered with Better to expand access to home equity loans through HighTechLending's EquitySelect HELOC product, offered via NEO Home Loans powered by Better. The partnership targets homeowners locked into low mortgage rates. Under the agreement, NEO Home Loans integrates the product while HighTechLending purchases the loans originated through the program. HighTechLending estimates approximately 20% of borrowers previously declined by traditional home equity lenders could qualify under this structure.
Scale indicators12 records
Recent moves8 records
Expansion highlights5 records
Better competitors and assessment
Company assessmentDirect peers
- Rocket Mortgage: The largest direct-to-consumer mortgage lender in the US (public, ticker RKT), originating purchase and refinance mortgages at substantially greater scale than Better. Closest comparable in DTC mortgage origination, AI-driven underwriting, and consumer brand investment.
- United Wholesale Mortgage: The largest wholesale mortgage lender in the US (public, ticker UWMC), operating through independent mortgage brokers. Comparable to Better in mortgage origination focus but serves the broker channel rather than consumers directly; both compete for lender/broker mindshare.
- LoanDepot: Public direct-to-consumer mortgage lender (ticker LDI) operating both retail and partner channels, including a joint venture with mellohome. Comparable in scale, multi-channel strategy, and active pivot toward partner/wholesale distribution.
- Figure Technologies: Digital lender offering HELOCs and home equity products using blockchain-based infrastructure. Directly comparable in combining home equity lending with distributed-ledger/crypto innovation, and in targeting the rate-locked homeowner segment.
- LendingHome: Digital mortgage lender focused on streamlining origination with technology-driven underwriting for both consumers and real estate investors. Comparable in digital-first mortgage origination and platform-led approach.
Emerging players
- Blend: Mortgage technology platform offering white-label digital mortgage infrastructure to lenders and banks. Comparable to Better's Tinman AI strategy of providing mortgage infrastructure to other lenders rather than only originating directly.
- Hometap: Home equity investment provider enabling homeowners to access equity without monthly payments or interest. Adjacent to Better's EquitySelect HELOC and Better Home Equity Card strategy of unlocking equity for rate-locked homeowners.
- Point: Home equity investment startup offering homeowners cash in exchange for a share of future appreciation. Comparable in targeting the same rate-locked homeowner segment seeking equity access without monthly debt service.
Broad incumbents
- SoFi Technologies: Public digital lender (ticker SOFI) offering mortgages plus broader consumer banking and personal loans. Comparable as a public digital mortgage lender with adjacent product expansion and embedded finance ambitions, though operating at much broader scale.
- Upstart: Public AI lending platform (ticker UPST) that partners with banks to provide AI-driven credit decisioning as a service. Comparable to Better's Tinman AI platform approach of monetizing AI underwriting through partner integrations, though focused on personal/auto loans rather than mortgages.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks1 record
Key highlights7 records
Customer concentration
Better social profiles
Digital presenceBetter financial estimates
Financial estimateRevenue estimate
Valuation estimate
Better leadership team
Management profileNumber of profiles
Profiles2 records
Better subsidiaries and ownership
Company hierarchySubsidiaries2 records
Better funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Better 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 Better
What does Better do?
Better Home & Finance Holding Company is a publicly-traded digital mortgage lender that originates residential mortgages through an AI-powered platform. The company operates the Tinman AI Platform for automated mortgage underwriting and is shifting toward an embedded finance and B2B API model, offering white-label mortgage capabilities, the Better Home Equity Card built on Stripe Issuing, and a first-of-its-kind crypto-backed conforming mortgage product in partnership with Coinbase.
Is Better a public or private company?
Better is a public company. It is classified as public and is currently operating.
When was Better founded?
Better was founded in 2016. It employs 1 to 10 people.
Where is Better based?
Better is headquartered in San Francisco, United States, in the North America region.
How does Better make money?
Two revenue lines are on record. Mortgage Origination Fees are the primary driver. The others are fannie Mae Conforming Mortgage Sales.
Who are Better's main competitors?
Direct peers on record are Rocket Mortgage, United Wholesale Mortgage, LoanDepot, Figure Technologies and LendingHome. Emerging players are Blend, Hometap and Point. Broad incumbents are SoFi Technologies and Upstart.
Does Better have an API?
No public API is recorded for Better.
What industry is Better in?
Better's product category is Digital Mortgage Lending. Its primary akta.pro industry code is FSAGALAD, Embedded Lending & Credit (POS, Working Capital, Credit Lines), with a secondary code of FSAGAHAC, Alternative Data & Credit Scoring (Cashflow, Telco, Utility, Open Banking). Its NAICS code is 522 and its SIC code is 6162.