Homebody

What Homebody does

Homebody Insurance Agency, LLC, headquartered in Lehi, Utah, is a privately held subsidiary of Entrata, Inc. that operates a dual-entity Resident Experience Platform (RXP) and licensed insurance agency targeting US rental property residents. The company's core offering is an all-in-one mobile and web application (iOS, Android, browser) that consolidates rent payments, maintenance requests, amenity reservations, in-app messaging, and a points-based rewards program into a single interface distributed primarily through property manager integrations — leveraging its Entrata parent for embedded B2B2C distribution. Adjacent to the platform, Homebody sells financial wellness products (Rent Reporting with credit-bureau reporting via affiliate Rent Dynamics, Deposit Alternative insurance substituting for lump-sum security deposits, and Homebody Guaranty in lieu of traditional lease co-signers) and operates as a fully licensed insurance agency distributing eight personal-lines products — renters, car, pet, jewelry, life, homeowners, RV, and device — through carrier partnerships with Markel American Insurance, QBE, and Prudent Pet.

Revenue is generated through insurance agency commissions on placed policies, recurring monthly subscription fees for Rent Reporting and Deposit Alternative, one-time fees for Homebody Guaranty, payment convenience fees processed through affiliated EntrataPay, LLC, and rewards-program economics via its Ascenda loyalty partnership. The company reports 5M+ residents served over 14 years of operation and an A++ agency rating. Technology disclosure is limited: the platform is app-first and self-serve for most products, with AI/ML used for virtual-assistant customer communications and no disclosed proprietary technology stack. Payment processing, credit-bureau reporting, pet insurance claims, and rewards travel redemptions are handled by EntrataPay, Rent Dynamics, Prudent Pet/Bolt, and Ascenda respectively, making Homebody effectively an orchestrator and front-end experience layer over a network of specialized partners.

Customer acquisition is hybrid: direct-to-consumer via app stores, SEO, content marketing, and email/SMS, supplemented by property manager referrals where the B2B client recommends or mandates Homebody to its resident base. The go-to-market is best described as product-led growth with a strong B2B2C overlay. Operating geographies are restricted to the United States, with additional limitations on Identity Theft Protection (contiguous US only) and Rewards (50 states, DC, and US territories). Headcount is 11–50, and the company is privately held with no disclosed funding rounds or revenue figures.

Name

Homebody

Legal name

Homebody Insurance Agency, LLC

Website

https://homebody.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Homebody is a licensed insurance agency and resident experience platform serving over 5 million US rental property residents, offering rent payments, insurance, credit-building, and rewards via a mobile and web app, distributed through property manager integrations as a subsidiary of Entrata, Inc.

Ownership category

akta.pro rank

Headquarters

HQ city

Lehi

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Insurance Agency Commissions: Homebody is a fully licensed insurance agency that sells renters, car, pet, jewelry, life, homeowners, RV, and device insurance policies. It earns commissions from insurance carriers for policies sold. Homebody is not an insurance carrier itself — it acts as an agency/broker distributing insurance products from third-party underwriters (e.g., Markel American Insurance, QBE, Prudent Pet).
2. Rent Reporting Subscription Fees: Rent Reporting is offered as a subscription service (monthly fee charged alongside rent). Pricing varies by property management company. Residents pay a recurring monthly fee for credit-reporting of on-time rent payments to Equifax, Experian, and TransUnion.
3. Deposit Alternative Premiums: Deposit Alternative is an insurance policy substitute for lump-sum security deposits. Residents pay small monthly premiums instead of a large upfront deposit. Fees vary by property.
4. Homebody Guaranty Fee: Homebody Guaranty charges a one-time upfront fee for the lease term to co-sign a lease in place of a traditional guarantor. Monthly fees vary depending on property terms and lease length.
5. Resident Experience Platform Services: The platform offers free core services (payments, maintenance, messaging, amenity booking) to residents as a bundled platform offering. Property managers pay for or are provided the platform as part of Homebody's B2B relationship, monetized indirectly through property client contracts.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Homebody operates an all-in-one Resident Experience Platform (RXP) that consolidates rent payments, maintenance requests, amenity bookings, messaging, rewards, and exclusive offers into a single mobile and web application for rental property residents. As a fully licensed insurance agency, it distributes renters, car, pet, jewelry, life, homeowners, RV, and device insurance policies on behalf of third-party carrier underwriters. The company also provides financial wellness services including Rent Reporting to all three major credit bureaus, Deposit Alternative insurance in lieu of security deposits, Homebody Guaranty lease qualification, and ID Theft Protection.

Product overview

Homebody is a subsidiary of Entrata, Inc. that operates a dual-entity platform combining a Resident Experience Platform (RXP) and a licensed insurance agency. The core RXP is an all-in-one resident platform offering rent payments (Pay Rent), moving services (Homebody Move), maintenance tracking, amenity reservations (Book Amenities), real-time messaging (Messages & Alerts), and exclusive local deals (Offers). Adjacent to the RXP, Homebody provides financial wellness services including Rent Reporting to all three major credit bureaus (Equifax, Experian, TransUnion), a loyalty rewards program (Homebody Rewards), Deposit Alternative as a deposit-free move-in option, and Homebody Guaranty for lease qualification. The insurance arm offers nine distinct coverage lines: Renters, Car, Pet (powered by Prudent Pet), Device, Jewelry, Life, Homeowners, and RV Insurance. The entire ecosystem is accessible via iOS, Android, and browser applications.

Differentiator

Problem solved

Functional benefit

Products and services

• Homebody Resident Experience Platform (RXP) Central all-in-one digital hub that consolidates rent payments, maintenance requests, amenity bookings, rewards, and community communications into a single mobile and web application for apartment residents. Available on iOS, Android, and browser.
• Rent Reporting Reports on-time rent payments to Equifax, Experian, and TransUnion credit bureaus to help residents build credit history. Includes back-reporting of up to 24 months of available payment history. Pricing varies by property management company.
• Homebody Rewards Loyalty program that lets residents earn points for on-time rent payments, lease signings, and autopay setup, redeemable for travel, gift cards, prepaid debit cards, or rent credits. Travel rewards powered by Ascenda Loyalty.
• Deposit Alternative Insurance-based alternative to traditional lump-sum security deposits, allowing residents to pay small monthly premiums instead of large upfront deposits when moving in.
• Homebody Guaranty

Quantifiable outcome

• Residents typically see a 20–40 point credit score boost over a 12-month lease through Rent Reporting.
• +4 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability2 records

Partnerships

Four partnerships are on record, tiered primary and core.

• Entrata, Inc.primaryStrategic or Co-development PartnerEntrata, Inc. is the parent company of Homebody Insurance Agency, LLC. Homebody is a subsidiary of Entrata. Entrata provides property management software infrastructure, and Homebody leverages this relationship for distribution (property manager integrations), payment processing (via EntrataPay, LLC), and operational support. This is the primary strategic relationship underpinning Homebody's B2B2C go-to-market model.
• EntrataPay, LLCcoreTechnology or IntegrationEntrataPay, LLC is a wholly-owned subsidiary of Entrata, Inc. and the appointed payment processor for Homebody. It processes all ACH payments (including eCheck), credit card, and debit card transactions. Both Entrata, Inc. and EntrataPay are identified as the payment processor in the payment gateway. EntrataPay also acts as the Property Client's authorized agent in collecting payments.
• Ascenda Loyalty Pte Ltd.coreTechnology or IntegrationAscenda Loyalty Pte Ltd. serves as a bona fide loyalty program partner for the Homebody Rewards Program. It facilitates travel-related rewards and redemption services — specifically the Homebody Travel Portal where members can book flights, hotels, rental cars, and experiences, and transfer points to frequent traveler programs. Ascenda handles the backend of travel redemptions and point transfers to airline partners.
• Simplified Business Group, LLC dba Rent DynamicscoreTechnology or IntegrationRent Reporting is provided through Homebody and its affiliate Simplified Business Group, LLC, dba Rent Dynamics. This partner handles the actual reporting of rent payment data to the three major credit bureaus (Equifax, Experian, and TransUnion).

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lemonade: Public insurance company with a strong focus on renters insurance, directly comparable to Homebody's core renters insurance product. Targets a similar digital-native renter demographic via a mobile-first, app-based distribution model.
• Rhino: Direct competitor in the deposit-alternative and renters insurance space, offering insurance-based security deposit alternatives to residential renters — overlapping nearly 1:1 with Homebody's Deposit Alternative and renters insurance products.
• Jetty: Direct competitor offering deposit alternatives and renters insurance to renters via a B2B2C model with property management companies — same go-to-market motion and renter-focused product set as Homebody.
• TheGuarantors: Direct competitor in the lease guarantor space, providing guarantor-substitute services to renters who lack traditional co-signers — directly comparable to Homebody Guaranty.
• Bilt Rewards: Direct competitor combining rent payments with a rewards and credit-building program. Overlaps with Homebody Rewards and Rent Reporting, targeting the same renter demographic with rent-linked financial benefits.
• Esusu: Direct competitor in rent reporting for credit building, helping renters build credit by reporting on-time rent payments to the major bureaus — directly comparable to Homebody's Rent Reporting product.

Broad incumbents

• Assurant: Large incumbent insurance company serving millions of renters through its AssurantConnect platform. Overlaps with Homebody's renters insurance product but as part of a much broader insurance and protection portfolio.
• State Farm: Large incumbent insurance carrier offering renters, auto, home, and life insurance. Competes with Homebody's multi-line insurance agency in the broader personal insurance market but is not renter-specialized.

Others

• AppFolio: Major property management software provider and direct competitor to Entrata. Relevant as the property manager channel that could bundle competing resident experience and insurance products, displacing Homebody's embedded distribution.
• Yardi: Major property management software provider and Entrata competitor. Relevant peer given its position at the center of the property management ecosystem and potential to offer competing resident services to its PMS customers.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

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Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Homebody