Homewise
Homewise is a Toronto-based digital mortgage brokerage that matches Canadian homebuyers and homeowners with mortgage products from 30+ lenders via an AI-assisted application and human advisor support, earning commission on closed loans across 8 provinces.
- Company typePrivate
- Founded2018
- HeadquartersToronto, Canada
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Homewise does
Homewise Solutions Inc. (operating as 'Homewise' and 'Homewise Real Estate') is a Toronto-based digital mortgage brokerage founded in 2018 that operates a consumer-facing platform for Canadian homebuyers and homeowners. The company offers new mortgages, pre-approvals, refinancing, and reverse mortgages through a digital-first process: a 5-minute online application builds a borrower profile that is matched against products from 30+ Canadian lender partners, after which a human Homewise Advisor guides the borrower from approval to close. The platform is licensed directly in eight Canadian provinces (Ontario, British Columbia, Alberta, Manitoba, Saskatchewan, Nova Scotia, Newfoundland and Labrador, New Brunswick) and reaches Canada-wide through co-broker partnerships.
Underlying the platform is an AI- and data-assisted matching engine that ranks lender products on rate, prepayment features, and fit with the borrower's profile, supplemented by an in-house advisor network and a regulated realtor referral channel. The technology stack is productized around speed (5-minute application), lender breadth (30+ partners), and transparency, with proprietary claims centered on the matching layer rather than on novel ML research. The co-founder team includes a CEO, a CTO, and a COO/Head of Data, signaling data as a core operating function.
Homewise earns revenue exclusively through lender-paid commissions on closed mortgages; the service is free to consumers. Distribution is primarily product-led through the website and organic social, augmented by realtor and advisor referral programs and a CSR partnership with Habitat for Humanity GTA ('Home Karma'). The company has won Brokerage of the Year (sub-25 employee category, 2022) and is a Google for Startups member. To date, Homewise has raised approximately $4.2M across disclosed funding rounds from 2018 to 2024, including participation from Clanton Capital, MaRS Investment Accelerator Fund, Intuit Prosperity Accelerator, NEXT Canada, and Archangel Network of Funds.
Homewise firmographics
Firmographics- Name
- Homewise
- Legal name
- Homewise Solutions Inc.
- Website
- https://thinkhomewise.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Homewise is a Toronto-based digital mortgage brokerage that matches Canadian homebuyers and homeowners with mortgage products from 30+ lenders via an AI-assisted application and human advisor support, earning commission on closed loans across 8 provinces.
- Ownership category
- akta.pro rank
Homewise industry classification
Industry- Product category
- Mortgage Brokerage
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Residential Mortgage Brokerage (Purchase & Refinance) (FSAEAEAA)
- akta.pro secondary industries
- Real Estate / Property-Backed Marketplace Lending (Non-mortgage) (FSAKAHAG), Reverse Mortgage Brokerage & Lead Generation (FSALAIAB)
Keywords
Where Homewise is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Homewise business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Lender commission on closed mortgages: Homewise is free for users. The company earns revenue by receiving commission payments from lenders when a mortgage closes. This aligns incentives - Homewise only gets paid when the customer gets their mortgage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free mortgage brokerage service for all customers |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Homewise product offering
Product offeringCore offering
Homewise is a Canadian digital mortgage brokerage that uses AI-powered matching to connect prospective borrowers with a network of 30+ lender partners across 8 provinces. The service is offered free to consumers, with revenue generated through commissions paid by lender partners when mortgages are originated.
Product overview
Homewise operates as a digital mortgage brokerage that brings traditional mortgage broker services online. The platform offers a unified service encompassing mortgage applications, pre-approvals, refinancing, and reverse mortgages, with access to over 30 lender partners. The service combines AI technology for market searching with human advisors for personalized guidance through the mortgage process from approval to close.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Users can save thousands of dollars over the lifetime of their mortgage compared to average bank mortgages
- +1 more outcomes
Companies that use Homewise
Customer profileSegments1 record
Ideal customer profiles1 record
Homewise technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Homewise partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- 30+ LenderscoreHomewise has partnered with over 30 lenders who provide mortgage products through the Homewise marketplace. These partnerships enable Homewise to offer competitive rates and tailored mortgage features to customers by searching across multiple lender options.
- Habitat for Humanity GTAcoreHomewise partners with Habitat for Humanity GTA as part of their Home Karma CSR initiative. Homewise donates a portion of lender revenue from every mortgage funded. Habitat for Humanity GTA builds safe, decent, and affordable homes helping families break the cycle of poverty, with 30+ homes built annually.
- Trillium HousingminorHomewise works with Trillium Housing to help less fortunate Canadians access housing as part of their corporate social responsibility efforts.
- WahiminorReal estate partner with whom Homewise may share pre-approval application details (with consent) to connect customers with real estate services supporting their home buying process.
- Homewise AdvisorscoreNetwork of mortgage advisors who provide personalized support to customers throughout the mortgage process from approval to close.
- Realtor referral partnersminorReal estate professionals who refer clients to Homewise for mortgage services, with proper disclosure of referral fees as required by FSCO and Ontario regulations.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Homewise competitors and assessment
Company assessmentDirect peers
- nesto: nesto is a Canadian digital mortgage brokerage offering online mortgage applications with access to multiple lenders, directly competing with Homewise on the digital-first homebuyer experience.
- Pine: Pine is a Canadian digital mortgage platform providing online applications, lender matching, and broker support — a close head-to-head competitor in the Canadian online brokerage category.
- Ratehub.ca: Ratehub.ca is a Canadian mortgage comparison and brokerage platform that helps consumers compare rates across lenders and connect with brokers, overlapping directly with Homewise's comparison-and-match model.
- Butler Mortgage: Butler Mortgage is a multi-province Canadian mortgage brokerage with a large lender panel, serving a similar customer base of Canadian homebuyers and refinancers as Homewise.
- True North Mortgage: True North Mortgage is a Canadian mortgage brokerage operating across multiple provinces with a broad lender panel, directly comparable to Homewise in offerings and customer segment.
- Loans Canada: Loans Canada is a Canadian online loan and mortgage comparison platform connecting borrowers with lenders and brokers, comparable to Homewise in marketplace-and-matching approach.
Broad incumbents
- Rocket Mortgage (Canada): Rocket Mortgage's Canadian operation is a large, well-capitalized direct-to-consumer mortgage lender offering digital applications and lender-direct products, competing with Homewise for the same digital-first homebuyer segment.
- RBC Royal Bank: RBC is one of Canada's largest banks offering mortgages alongside a full suite of banking products; it competes with Homewise for Canadian homebuyers but as part of a much broader financial services portfolio.
Emerging players
- Habi: Habi is a Colombian real-estate technology company with adjacent digital home-finance workflows; while not a direct Canadian competitor, it represents an emerging fintech model for end-to-end homeownership journeys comparable to Homewise's broader vision.
Others
- Wahi: Wahi is a Canadian real estate platform that is an active GTM partner of Homewise for real-estate cross-sell; adjacent rather than competing, since it operates on the property-listing side of the transaction.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Homewise social profiles
Digital presenceHomewise financial estimates
Financial estimateRevenue estimate
Valuation estimate
Homewise leadership team
Management profileNumber of profiles
Profiles3 records
Homewise funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Homewise 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 Homewise
What does Homewise do?
Homewise is a Canadian digital mortgage brokerage that uses AI-powered matching to connect prospective borrowers with a network of 30+ lender partners across 8 provinces. The service is offered free to consumers, with revenue generated through commissions paid by lender partners when mortgages are originated.
Is Homewise a public or private company?
Homewise is a private company. It is classified as venture growth investor backed and is currently operating.
When was Homewise founded?
Homewise was founded in 2018. It employs 1 to 10 people.
Where is Homewise based?
Homewise is headquartered in Toronto, Canada, in the North America region.
How does Homewise make money?
One revenue line is on record: lender commission on closed mortgages.
Who are Homewise's main competitors?
Direct peers on record are nesto, Pine, Ratehub.ca, Butler Mortgage, True North Mortgage and Loans Canada. Broad incumbents are Rocket Mortgage (Canada) and RBC Royal Bank. Habi is listed as an emerging player. Wahi is listed as an others.
Does Homewise have an API?
No public API is recorded for Homewise.
What industry is Homewise in?
Homewise's product category is Mortgage Brokerage. Its primary akta.pro industry code is FSAEAEAA, Residential Mortgage Brokerage (Purchase & Refinance), with a secondary code of FSAKAHAG, Real Estate / Property-Backed Marketplace Lending (Non-mortgage). Its NAICS code is 52231 and its SIC code is 6163.