Owning
Owning is a direct-to-consumer digital mortgage lender offering home purchase loans, refinances, HELOCs, and personal loans across 44 U.S. states. Operating as a division of Guaranteed Rate, Inc., it uses an AI-powered platform for one-day approvals, ten-day closings, and rates 0.25%-0.5% below competitors.
- Company typePrivate
- Founded2018
- HeadquartersOrange, United States
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Owning does
Owning is a direct-to-consumer digital mortgage lender operating as a division of Guaranteed Rate, Inc. (acquired 2021), with headquarters in Chicago and founding roots in Orange, California. The company originates conventional, FHA, VA, and jumbo home purchase and refinance loans, and has extended into Digital HELOC and unsecured personal loans. It serves individual borrowers across 44 U.S. states, with first-time homebuyers, refinancing homeowners, and HELOC customers as primary segments, supplemented by military/veteran, FHA, and jumbo borrower segments.
The underlying platform is an AI-powered, fully digital mortgage stack supporting online applications, one-day approvals, and closings in as little as 10 days, with a fixed-rate HELOC differentiated from traditional variable-rate products. Distribution is digital-first via owning.com and the apply.owning.com application flow, supplemented by phone and chat support, social media presence (Instagram, TikTok), and a structured real estate agent referral program. The company advertises rates 0.25%–0.5% below competitor averages, benchmarked against the Optimal Blue Mortgage Market Indices.
Owning's revenue model is transaction-based, driven by origination fees, points, and interest income across its loan products. By 2020, the company had helped more than 54,000 families and closed $23 billion in cumulative volume, reaching Top 20 U.S. lender status with over 700 employees. As a privately held operating division rather than a standalone reporting entity, Owning does not publicly disclose revenue, and its financials are consolidated within Guaranteed Rate, Inc.'s broader mortgage operations.
Owning firmographics
Firmographics- Name
- Owning
- Legal name
- Guaranteed Rate, Inc.
- Website
- https://owning.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Owning is a direct-to-consumer digital mortgage lender offering home purchase loans, refinances, HELOCs, and personal loans across 44 U.S. states. Operating as a division of Guaranteed Rate, Inc., it uses an AI-powered platform for one-day approvals, ten-day closings, and rates 0.25%-0.5% below competitors.
- Ownership category
- akta.pro rank
Owning industry classification
Industry- Product category
- Mortgage Lending
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Closed-End Home Equity Loans (Second Mortgages) (FSALAGAA)
- akta.pro secondary industry
- Large Purchase & Lifestyle Personal Loans (Unsecured Installment) (FSAKAAAG)
Keywords
Where Owning is headquartered
LocationHeadquarters
- HQ city
- Orange
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Owning business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Mortgage Origination: Origination fees and interest income from conventional, FHA, VA, and jumbo mortgage loans for home purchases and refinances
- HELOC Products: Home equity line of credit origination with origination fees, providing fixed-rate access to home equity
- Personal Loans: Unsecured personal loans ranging from $4,000 to $50,000 with fixed interest rates and origination fees
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | 30-year fixed conventional mortgage |
| Other | Monthly | 15-year fixed conventional mortgage |
| Other | Monthly | 30-year fixed FHA mortgage |
| Other | Monthly | 30-year fixed VA mortgage |
| Other | Monthly | 30-year fixed jumbo mortgage |
| Other | Pay-as-you-go | Digital HELOC |
| Other | Monthly | Personal Loans |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Owning product offering
Product offeringCore offering
Owning is a direct-to-consumer digital mortgage lender that originates Conventional, FHA, VA, and Jumbo mortgage loans for home purchases and refinances, alongside a Digital HELOC and Personal Loans. Loan applications are processed through an AI-powered platform enabling 24-hour approvals and closings in as few as 10 days, with rates typically 0.25%-0.5% below competitors. Operations are licensed across 44 U.S. states under Guaranteed Rate, Inc. (NMLS #2611).
Product overview
Owning is a digital mortgage lender offering a unified platform for home loans with products including Conventional, FHA, Jumbo, and VA mortgages, plus Digital HELOC and Personal Loan products. The platform leverages AI-powered technology to deliver full approvals in one day and closings in as fast as 10 days, with rates typically 0.25%-0.5% lower than competitors. Available in 44 states (excluding Alaska, Nevada, New York, Rhode Island, Utah, and Vermont), Owning is a division of Guaranteed Rate, Inc.
Differentiator
Problem solved
Functional benefit
Products and services
- Conventional Loans Standard mortgage products for borrowers meeting credit score requirements with down payments as low as 3%, available for various property types including investment properties, vacation homes, and primary/secondary residences.
- FHA Loans Government-insured mortgages designed to ease barriers for first-time homebuyers with flexible credit requirements, down payments as low as 3.5%, and seller assistance options up to 6% for closing costs.
- Jumbo Loans Non-conforming mortgages for high-value properties that exceed standard FHFA conforming loan limits, requiring credit scores of at least 700 and offering down payments as low as 10-15%.
- VA Loans Mortgages for eligible active service members, Veterans, or surviving spouses featuring no down payment, no lender fees, relaxed credit guidelines, and no monthly PMI.
- Digital HELOC Digital Home Equity Line of Credit offering fixed-rate access to home equity with loan amounts from $25,000 to $750,000, funding in as few as 5 days, and rates starting at 7.00% APR.
- Personal Loans Unsecured personal loans ranging from $4,000 to $50,000 for home improvements, major purchases, and debt consolidation with fixed rates from 9.99% to 21.99% APR and repayment terms from 1-5 years.
Quantifiable outcome
- Borrowers save $16,578 over 5 years on average compared to competitors (based on $700,000 loan)
- +5 more outcomes
Companies that use Owning
Customer profileNamed customers10 records
Segments6 records
Ideal customer profiles6 records
Owning technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Owning partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Guaranteed Rate, Inc.coreOwning is a division/brand of Guaranteed Rate, Inc. (NMLS #2611), acquired in 2021. Guaranteed Rate provides the regulatory licensing, infrastructure, and backing for Owning's mortgage operations across 44 states.
Scale indicators8 records
Recent moves7 records
Expansion highlights5 records
Owning competitors and assessment
Company assessmentOthers
- Credible: Credible operates a loan-comparison marketplace aggregating mortgage, personal loan, and student loan offers; it competes for the top-of-funnel consumer in the same purchase-money and refinance decisions Owning targets, particularly on rate transparency.
Direct peers
- Better.com: Better is a digital-native mortgage lender that pioneered fully online applications and emphasizes low rates and fast closings, mirroring Owning's core value proposition (one-day approvals, sub-$700K sample rates, AI-assisted flow) for first-time buyers and refinancers.
- loanDepot: loanDepot is a national direct lender with consumer-facing brand (loanDepot.com), comparable loan product mix (conventional, FHA, VA, jumbo, HELOC), and similar rate-led differentiation; it provides a direct read on public-market multiples for a peer of Owning's scale.
- Rocket Mortgage: Rocket Mortgage is the largest U.S. direct-to-consumer mortgage lender with similar digital-first application, AI-driven underwriting, and a national footprint; it competes head-to-head with Owning on rate, speed, and brand recall in the DTC purchase and refinance funnel.
Broad incumbents
- SoFi Technologies: SoFi is a broad consumer fintech offering personal loans, mortgages, and home equity products under a single digital brand; it competes with Owning directly on personal loans ($4K-$50K range) and increasingly on home loans as SoFi's mortgage business scales.
- Guaranteed Rate, Inc. Guaranteed Rate is Owning's parent company and a Top 10 U.S. mortgage lender with a broader retail, wholesale, and joint-venture distribution model; it is the structural comparison for Owning as a division, providing capital markets, servicing, and licensing infrastructure that the brand sits on top of.
Emerging players
- Figure Technologies: Figure is a fintech focused on home equity lines of credit (HELOCs) using blockchain-rail technology, making it the closest direct analogue to Owning's fixed-rate Digital HELOC product, though Figure's product is more narrowly scoped to home equity rather than full mortgage origination.
- Hometap: Hometap provides home equity investment and HELOC-like products to homeowners seeking equity access; it overlaps with Owning's HELOC customer segment (homeowners tapping equity for renovations, debt consolidation) via an alternative product structure (equity sharing rather than revolving credit).
- Unite Us (Unlock): Unlock (formerly Unlock Technologies) is a home equity fintech offering HELOC-style products; comparable to Owning's Digital HELOC in targeting digitally savvy homeowners seeking fast, transparent access to equity, though at smaller scale.
- Point Digital Finance: Point (Point Digital Finance) is a home equity investment fintech offering homeowners equity-linked capital, providing a non-traditional comparator to Owning's HELOC; relevant for understanding how the home-equity-tapping consumer is being courted across competing product structures.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Owning social profiles
Digital presenceOwning compliance and trust
Trust signalCompliance7 records
Owning financial estimates
Financial estimateRevenue estimate
Valuation estimate
Owning leadership team
Management profileNumber of profiles
Profiles3 records
Owning funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Owning 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 Owning
What does Owning do?
Owning is a direct-to-consumer digital mortgage lender that originates Conventional, FHA, VA, and Jumbo mortgage loans for home purchases and refinances, alongside a Digital HELOC and Personal Loans. Loan applications are processed through an AI-powered platform enabling 24-hour approvals and closings in as few as 10 days, with rates typically 0.25%-0.5% below competitors. Operations are licensed across 44 U.S. states under Guaranteed Rate, Inc. (NMLS #2611).
Is Owning a public or private company?
Owning is a private company. It is classified as corporate owned and is currently operating.
When was Owning founded?
Owning was founded in 2018. It employs 501 to 1,000 people.
Where is Owning based?
Owning is headquartered in Orange, United States, in the North America region.
How does Owning make money?
Three revenue lines are on record. Mortgage Origination is the primary driver. The others are HELOC Products and personal Loans.
Who are Owning's main competitors?
Credible is listed as an others. Direct peers are Better.com, loanDepot and Rocket Mortgage. Broad incumbents are SoFi Technologies and Guaranteed Rate, Inc.. Emerging players are Figure Technologies, Hometap, Unite Us (Unlock) and Point Digital Finance.
Does Owning have an API?
No public API is recorded for Owning.
What industry is Owning in?
Owning's product category is Mortgage Lending. Its primary akta.pro industry code is FSALAGAA, Closed-End Home Equity Loans (Second Mortgages), with a secondary code of FSAKAAAG, Large Purchase & Lifestyle Personal Loans (Unsecured Installment). Its NAICS code is 522310 and its SIC code is 6162.