Own Up
Own Up is a Boston-based, AI-powered mortgage shopping platform that connects consumers with a network of 40+ vetted lenders for purchases, refinancing, and home equity loans, earning revenue from lender referral fees while offering its service free to borrowers.
- Company typePrivate
- Founded2016
- HeadquartersBoston, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Own Up does
Own Up (legal entity RateGravity Inc.) is a Boston-based, AI-powered mortgage shopping platform founded in 2016 that connects consumers with a network of more than 40 vetted lenders for home purchases, rate-and-term refinancing, cash-out refinancing, and home equity lending. The platform is free to consumers: prospective borrowers complete a roughly four-minute qualification with no hard credit impact, receive AI-personalized lender offers, and can be matched with a lender for pre-approval in about 10 minutes; the company earns revenue exclusively from referral fees paid by participating lenders when loans close. Underlying technology combines a generative AI matching layer (named through the Katina chatbot) with a rate comparison engine drawing real-time data from thousands of lenders, supplemented by Owned Up Settlement Services, Own Up Insurance Services, and Own Up Real Estate Services LLC, which extend the platform into title, property/casualty insurance, and real estate brokerage adjacencies. The company reached roughly 270 employees by early 2026 and announced on February 3, 2026 a definitive agreement to be acquired by Experian — a transaction that would fold Own Up's AI matching capability and lender network into Experian's consumer marketplace spanning 80+ million members, pending regulatory approval.
Own Up firmographics
Firmographics- Name
- Own Up
- Legal name
- RateGravity Inc.
- Website
- https://ownup.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Own Up is a Boston-based, AI-powered mortgage shopping platform that connects consumers with a network of 40+ vetted lenders for purchases, refinancing, and home equity loans, earning revenue from lender referral fees while offering its service free to borrowers.
- Ownership category
- akta.pro rank
Own Up industry classification
Industry- Product category
- Mortgage Technology
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310), Mortgage and Nonmortgage Loan Brokers (52231)
- SIC
- Loan Brokers (6163), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)
- akta.pro secondary industries
- Mortgage Lead Generation & Marketing Intermediaries (FSALABAI), Consumer Direct / Online Mortgage Origination (FSALAAAB)
Keywords
Where Own Up is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Own Up business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Lender Referral Fees: Own Up earns referral fees from lenders when customers complete mortgage loans through the platform. The service is free for consumers - lenders pay Own Up for the leads and customer acquisition services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free mortgage shopping service for consumers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Own Up product offering
Product offeringCore offering
Own Up operates an AI-powered mortgage shopping platform that helps U.S. consumers compare personalized mortgage offers from a network of 40+ vetted lenders for home purchases, refinancing, and home equity loans. The service is free to consumers, with revenue generated from lender referral fees when borrowers close loans, and includes self-serve digital workflows, calculators, and optional human advisor support.
Product overview
Own Up is an AI-powered mortgage shopping platform that helps consumers find the right mortgage through a personalized, unbiased comparison service. The platform connects borrowers with a network of over 40 top-rated lenders and uses generative AI and recommendation algorithms to match users with suitable mortgage offers. The core platform is complemented by financial calculators (cash-out refinance calculator, affordability calculator), a rate range finder tool, and educational content through a learning center. Own Up positions itself as a free service for consumers, earning revenue from lender partnerships rather than direct user fees.
Differentiator
Problem solved
Functional benefit
Products and services
- AI-Powered Mortgage Shopping Platform Free, AI-driven mortgage shopping service that helps U.S. consumers compare personalized mortgage offers from 40+ participating lenders for home purchases, refinancing, and home equity loans, with no hard credit pull during initial shopping and revenue earned via lender referral fees on closed loans.
- Cash-Out Refinance Calculator Free online tool that helps homeowners estimate their cash-out potential, home equity, and monthly payment amounts when considering a cash-out refinance.
- Affordability Calculator Free online calculator that helps prospective homebuyers estimate how much home they can afford and outlines the next steps in the home buying process.
- Rate Range Finder Free online tool that provides consumers with rate ranges for their borrowing scenario across thousands of lenders to support mortgage rate comparison.
Quantifiable outcome
- Customers save an average of $28,000 over the life of their loan
- +3 more outcomes
Companies that use Own Up
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles3 records
Own Up technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature3 records
Own Up partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- ExperiancoreExperian announced acquisition of Own Up to integrate home loan capabilities into its marketplace. The deal combines Experian's consumer reach of 80+ million members and mortgage assets with Own Up's AI technology and 40+ lender network. Transaction expected to close within 90 days pending regulatory approvals. Financial terms not disclosed.
- 40+ LenderscoreNetwork of mortgage lenders that participate in the Own Up marketplace, offering competitive rates to borrowers who use the platform for mortgage shopping.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Own Up competitors and assessment
Company assessmentDirect peers
- LendingTree: LendingTree operates one of the largest consumer lending marketplaces, allowing borrowers to compare offers from multiple lenders. It directly overlaps Own Up in mortgage shopping, comparison, and lender referral economics, with a broader multi-product footprint.
- Bankrate: Bankrate is a longstanding financial comparison and rate-shopping publisher with mortgage rate tables and lender matching. It competes with Own Up for consumer mortgage shopping intent via content, SEO, and lender referral revenue.
- Better.com: Better.com is a digital-first mortgage lender and marketplace that combines direct lending with rate comparison across multiple lenders. It competes with Own Up for the same consumer-direct, online mortgage shopper.
- Credible: Credible is a consumer lending marketplace that lets borrowers compare personal loans, mortgages, student loans, and other credit products from multiple lenders. Its mortgage comparison flow and lender referral model closely mirror Own Up's core marketplace mechanics.
- NerdWallet: NerdWallet operates a consumer financial comparison platform with a prominent mortgage shopping vertical that matches borrowers with lenders. Its content-led funnel and lender referral economics closely parallel Own Up's marketplace approach.
Broad incumbents
- Rocket Mortgage: Rocket Mortgage is the largest U.S. retail mortgage originator with massive brand and marketing scale. It is a broad incumbent in the same online mortgage shopping category Own Up serves, though it originates loans directly rather than purely brokering.
- LoanDepot: LoanDepot is a large national mortgage originator with significant retail and direct-to-consumer operations. It overlaps Own Up's consumer-direct purchase and refinance mortgage audience as a broad incumbent in online mortgage origination.
- Zillow Home Loans: Zillow Home Loans leverages Zillow's massive real estate shopper audience to offer mortgages directly and through partner lenders. It is a broad incumbent competing for the same consumer mortgage shopping funnel that Own Up targets.
- Guaranteed Rate: Guaranteed Rate is a large national mortgage lender with a digital direct-to-consumer channel (digidoe). It competes with Own Up for online purchase and refinance mortgage shoppers, operating as a broad incumbent lender.
- SoFi: SoFi offers home purchase and refinance mortgages alongside a broader consumer financial product suite. It is a broad incumbent in the same online consumer mortgage shopping category Own Up serves, with cross-sell economics from adjacent products.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Own Up social profiles
Digital presenceOwn Up financial estimates
Financial estimateRevenue estimate
Valuation estimate
Own Up leadership team
Management profileNumber of profiles
Profiles6 records
Own Up subsidiaries and ownership
Company hierarchySubsidiaries3 records
Own Up funding detail
Funding detailFunding overview
Funding rounds10 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Own Up 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 Own Up
What does Own Up do?
Own Up operates an AI-powered mortgage shopping platform that helps U.S. consumers compare personalized mortgage offers from a network of 40+ vetted lenders for home purchases, refinancing, and home equity loans. The service is free to consumers, with revenue generated from lender referral fees when borrowers close loans, and includes self-serve digital workflows, calculators, and optional human advisor support.
Is Own Up a public or private company?
Own Up is a private company. It is classified as venture growth investor backed and is currently operating.
When was Own Up founded?
Own Up was founded in 2016. It employs 11 to 50 people.
Where is Own Up based?
Own Up is headquartered in Boston, United States, in the North America region.
How does Own Up make money?
One revenue line is on record: lender Referral Fees.
Who are Own Up's main competitors?
Direct peers on record are LendingTree, Bankrate, Better.com, Credible and NerdWallet. Broad incumbents are Rocket Mortgage, LoanDepot, Zillow Home Loans, Guaranteed Rate and SoFi.
Does Own Up have an API?
No public API is recorded for Own Up.
What industry is Own Up in?
Own Up's product category is Mortgage Technology. Its primary akta.pro industry code is FSALABAJ, Mortgage Comparison, Marketplace & Rate-Shopping Platforms, with a secondary code of FSALABAI, Mortgage Lead Generation & Marketing Intermediaries. Its NAICS code is 522310 and its SIC code is 6163.