Gravy
- Company typePrivate
- Founded2021
- HeadquartersSt Louis, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
Gravy firmographics
Firmographics- Name
- Gravy
- Legal name
- Clever Real Estate, Inc.
- Website
- https://gravy.co
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Gravy industry classification
Industry- Product category
- Homebuyer / Proptech Mobile App
- NAICS
- Mortgage and Nonmortgage Loan Brokers (52231), Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)
- akta.pro secondary industry
- Down Payment Assistance (DPA) Credit Enhancement & Subsidy Programs (FSALAJAI)
Keywords
Where Gravy is headquartered
LocationHeadquarters
- HQ city
- St Louis
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Gravy business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Premium Subscription (Gravy+): Monthly or annual subscription for premium features including boosted rewards, credit tracking, and personal homebuying coach. Priced at $4.99/month.
- Partner Referral Fees: Gravy earns referral fees from real estate agents when users close on homes through the platform's agent network. Commission comes from agent's broker commission, not from the buyer.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Free | Free tier with basic features |
| Subscription | Monthly | Gravy+ premium membership |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Gravy product offering
Product offeringCore offering
Gravy operates a mobile super app (iOS and Android) that helps US renters become first-time homebuyers by combining rent-based cash-back rewards, a savings tracker for down payments, mortgage credit score monitoring, homebuying power tracking, educational content, and a vetted referral network of mortgage lenders and real estate agents in all 50 states plus DC. The app is free with an optional Gravy+ premium membership at $4.99/month that unlocks boosted rewards, the Credit Hub feature, and 1:1 coaching, while the company also monetizes via referral fees paid by partner real estate brokerages when users close on a home.
Product overview
Gravy is a single mobile super app for first-time homebuyers that helps renters become homeowners. The core product is the Gravy App, which serves as a unified platform combining a free tier (with savings tracking, rewards earning, and educational content) and a premium Gravy+ subscription ($4.99/month) that adds boosted rewards, Credit Hub credit monitoring, and a personal homebuying coach. Key modules include Gravy Rewards (rent and mortgage cash-back redeemable at closing), the House Fund savings tracker (powered by Plaid), Credit Hub (powered by Array), the Homebuying Power Tracker, and access to networks of mortgage lenders and real estate agents. Users also have access to a Partner Portal for agent and lender management, and a Homebuyer Bonus program. The free tier provides core features while Gravy+ unlocks enhanced tools for users ready to purchase within a few years.
Differentiator
Problem solved
Functional benefit
Brands
- Gravy+: Premium subscription service offering enhanced homebuying tools including boosted rewards (2x rent rewards), mortgage credit score tracking, and one-on-one homebuying coaching. Priced at $4.99/month.
Products and services
- Gravy App Mobile super app (iOS and Android) for US renters on the path to first-time homeownership, combining Gravy Rewards cash-back, House Fund savings tracking, the Homebuying Power Tracker, Credit Hub mortgage credit score monitoring, Gravy Home Advisor 1:1 coaching, and access to a vetted network of mortgage lenders and real estate agents across all 50 states plus DC. The basic app is free to download and use, with an optional Gravy+ premium membership that unlocks boosted rewards, credit tracking, and personal coaching.
- Gravy Partner Portal Dedicated partner-facing portal (portal.gravy.co) for mortgage lenders and real estate agents to manage their relationship with Gravy, access qualified first-time-buyer leads generated by the Gravy app, and track referrals and Gravy Rewards redemptions. Used by Gravy's vetted partner network, which includes brand-name brokerages such as Century 21 and Coldwell Banker and operates across all 50 states plus DC.
Quantifiable outcome
- Gravy homebuyers save an average of 2% of purchase price ($6,000 on $300k house)
- +2 more outcomes
Companies that use Gravy
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
Gravy technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature5 records
Gravy partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- RealogycorePartnership with Realogy to connect Gravy users with real estate agents. Realogy is a major real estate franchising company operating brands like Century 21 and Coldwell Banker.
- Mortgage Lenders NetworkcoreNetwork of vetted mortgage lenders who accept Gravy Rewards at closing. Partners specialize in helping first-time homebuyers. Operating in all 50 states + DC.
- Real Estate Agent NetworkcoreNetwork of real estate agents including brokerages like Century 21 and Coldwell Banker. Agents are vetted for service quality and specialization in first-time homebuyers. Operating in all 50 states + DC.
- PlaidcoreBanking API integration used to enable the House Fund savings tracking feature. Plaid provides account aggregation services.
- ArraycoreThird-party service provider for Credit Hub feature. Array provides credit score, reports from credit bureaus, and score simulation models.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Gravy competitors and assessment
Company assessmentEmerging players
- SmartAsset: SmartAsset is a personal finance comparison marketplace that helps consumers evaluate mortgages, financial advisors, and other products. It shares Gravy's intermediary economics and consumer finance audience overlap with aspiring first-time buyers.
- Credible: Credible operates a lending marketplace that lets consumers compare and shop for mortgages and other loan products. Like Gravy, it earns referral-style fees by routing consumers to lender partners and shares the marketplace/intermediary model.
Broad incumbents
- SoFi: SoFi is a consumer finance super-app that bundles banking, lending, investing, and home-loan products under one membership — directly analogous to Gravy's super-app positioning for first-time buyers. SoFi's home-loan business competes with Gravy's lender referral economics.
- Rocket Mortgage: Rocket Mortgage is the largest U.S. mortgage originator and a dominant brand in first-time homebuyer marketing. It competes with Gravy for the same end-customer at the mortgage decision moment and operates a much broader product set including servicing and home equity products.
- LoanDepot: LoanDepot is a large national mortgage lender with significant retail and direct-to-consumer operations, including a focus on purchase mortgages. It competes for the same first-time buyer borrower pool that Gravy's lender network serves.
- Realtor.com: Realtor.com is a major U.S. real estate listings portal owned by Move/NAR, generating agent leads and mortgage connections. It competes with Gravy at the top of the renter-to-buyer funnel through its content, search, and home-shopping tools.
- Zillow: Zillow is the dominant real estate search and lead-generation marketplace in the U.S., monetizing agent connections and mortgages. Gravy competes with Zillow for the same renter-to-buyer journey and partner-agent relationships, though Zillow operates at much greater scale.
- Redfin: Redfin is a technology-driven real estate brokerage that combines agent services, a marketplace, and a mortgage operation. It overlaps with Gravy in agent referrals and first-time buyer support, though Redfin employs its own agents rather than purely referring out.
Direct peers
- Better.com: Better.com is a digital-first mortgage lender with strong first-time homebuyer focus and an end-to-end online purchase experience. Like Gravy, it targets the same first-time buyer funnel, though Better funds loans directly while Gravy acts as a referral intermediary to its lender network.
- Bilt Rewards: Bilt Rewards is the closest direct peer: a consumer app that lets renters earn rewards on rent payments and directs them toward homeownership, with integrations to large property managers and a path-to-purchase program. Both Gravy and Bilt compete for the same renter-aspires-to-become-owner wallet share with rent-based rewards mechanics.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Gravy social profiles
Digital presenceGravy compliance and trust
Trust signalCompliance1 record
Gravy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gravy leadership team
Management profileNumber of profiles
Profiles3 records
Gravy funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gravy 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 Gravy
What does Gravy do?
Gravy operates a mobile super app (iOS and Android) that helps US renters become first-time homebuyers by combining rent-based cash-back rewards, a savings tracker for down payments, mortgage credit score monitoring, homebuying power tracking, educational content, and a vetted referral network of mortgage lenders and real estate agents in all 50 states plus DC. The app is free with an optional Gravy+ premium membership at $4.99/month that unlocks boosted rewards, the Credit Hub feature, and 1:1 coaching, while the company also monetizes via referral fees paid by partner real estate brokerages when users close on a home.
Is Gravy a public or private company?
Gravy is a private company. It is classified as venture growth investor backed and is currently operating.
When was Gravy founded?
Gravy was founded in 2021. It employs 1 to 10 people.
Where is Gravy based?
Gravy is headquartered in St Louis, United States, in the North America region.
How does Gravy make money?
Two revenue lines are on record. Premium Subscription (Gravy+) is the primary driver. The others are partner Referral Fees.
Who are Gravy's main competitors?
Emerging players on record are SmartAsset and Credible. Broad incumbents are SoFi, Rocket Mortgage, LoanDepot, Realtor.com, Zillow and Redfin. Direct peers are Better.com and Bilt Rewards.
Does Gravy have an API?
No public API is recorded for Gravy.
What industry is Gravy in?
Gravy's product category is Homebuyer / Proptech Mobile App. Its primary akta.pro industry code is FSALABAJ, Mortgage Comparison, Marketplace & Rate-Shopping Platforms, with a secondary code of FSALAJAI, Down Payment Assistance (DPA) Credit Enhancement & Subsidy Programs. Its NAICS code is 52231 and its SIC code is 6163.