EquityPlus
EquityPlus (Lipsky & Associates, Inc.) is a 1982-founded, Weatherford, Texas-based financial services company that operates a bi-weekly mortgage payment acceleration program for individual U.S. homeowners, generating revenue through a one-time $499 enrollment fee and $3.95 per ACH transaction fee, in partnership with Third Coast Bank.
- Company typePrivate
- Founded1982
- HeadquartersWeatherford, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What EquityPlus does
EquityPlus, operated by Texas corporation Lipsky & Associates, Inc., is a privately held financial services company founded in 1982 and headquartered in Weatherford, Texas. The company offers a single core product: a bi-weekly mortgage payment acceleration program that automates ACH debits timed to homeowners' pay cycles, collecting 26 half-payments per year (equivalent to 13 full monthly payments) and directing the extra payment to loan principal. The service is delivered to individual residential homeowners through a combination of a proprietary software platform, an 8-step online enrollment portal, a savings calculator for lead generation, and dedicated phone-based enrollment and customer service teams. The company claims a customer base exceeding 100,000 homeowners (with the parent family of companies assisting over 1 million) and processes more than $1 billion in fund transfers annually through a core partnership with Third Coast Bank, which holds client funds in an FDIC-insured omnibus account.
The business model is straightforward B2C with two revenue streams: a one-time non-refundable $499 enrollment fee that grants lifetime membership (including free transfers to new loans), and a $3.95 per bi-weekly transaction fee on every ACH draft, plus ancillary NSF and late fees. The company does not lend, does not service loans, and explicitly positions itself as independent of any lender — its role is to intermediate funds and apply accelerated payments to the homeowner's existing mortgage. Services are offered across multiple U.S. states (Texas, Michigan, Washington explicitly, with California excluded) under state money-transmission licensure and FinCEN Money Service Business registration, with compliance also covering Federal Reserve Regulation E and NACHA ACH rules. Go-to-market is direct-to-consumer through the company website, online calculator, social media (Facebook, Instagram), and inside-sales phone teams, supplemented by referral and testimonial channels. There are no disclosed funding rounds, no parent company, no M&A activity, and no management-team information in the public record, indicating a founder/family-controlled business that has self-funded and grown organically over four decades.
EquityPlus firmographics
Firmographics- Name
- EquityPlus
- Legal name
- Lipsky & Associates, Inc
- Website
- https://equityplus.net
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- EquityPlus (Lipsky & Associates, Inc.) is a 1982-founded, Weatherford, Texas-based financial services company that operates a bi-weekly mortgage payment acceleration program for individual U.S. homeowners, generating revenue through a one-time $499 enrollment fee and $3.95 per ACH transaction fee, in partnership with Third Coast Bank.
- Ownership category
- akta.pro rank
Where EquityPlus is headquartered
LocationHeadquarters
- HQ city
- Weatherford
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
EquityPlus business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Enrollment Fee: One-time non-refundable enrollment fee of $499.00 charged at program initiation. This fee grants lifetime membership and can be paid upfront via credit card or deferred (deducted from principal payments over time). Covers program membership for life with no additional enrollment fee for new loans or homes.
- Transaction/Bank Transfer Fees: $3.95 per bi-weekly draft transaction fee. Additional principal payments are collected and applied to the loan principal. NSF/returned item fee of $25.00 per returned draft.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | One-time Enrollment Fee - Lifetime Membership |
| Transaction based/ take rate | Pay-as-you-go | Bi-Weekly Transaction Fee |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
EquityPlus product offering
Product offeringCore offering
EquityPlus administers a bi-weekly mortgage acceleration program for individual homeowners. Every two weeks, the company drafts half of the customer's monthly mortgage payment from their checking account and remits those funds toward the homeowner's mortgage principal, enabling faster payoff and significant interest savings. The service includes an 8-step online enrollment process, an online savings calculator, and ongoing customer support.
Product overview
EquityPlus offers a single unified product—the Equity Plus Program—designed to help homeowners accelerate their mortgage payoff through a bi-weekly payment system. The program includes an online Savings Calculator for prospective customers to estimate savings, an 8-step Enrollment Portal for customer onboarding, and a Customer Service Department for ongoing account support. The core program synchronizes automated bank withdrawals with homeowners' pay cycles, making 13 payments annually instead of 12 to reduce principal faster and save on interest. Additional customization options include weekly and semi-monthly payment schedules to accommodate different pay frequencies.
Differentiator
Problem solved
Functional benefit
Products and services
- EquityPlus Bi-Weekly Mortgage Acceleration Program A direct-to-consumer service for individual U.S. homeowners with an active mortgage. Every two weeks, EquityPlus drafts half of the customer's monthly mortgage payment from their checking account and remits the funds toward the homeowner's mortgage principal, enabling faster payoff and significant interest savings. Includes an 8-step online enrollment process, an online savings calculator, and ongoing customer support. Active enrollment operations exist in Texas and Michigan.
- Online Mortgage Savings Calculator
Quantifiable outcome
- Saves 13 monthly payments per year by converting to 26 bi-weekly half-payments
- +3 more outcomes
Companies that use EquityPlus
Customer profileNamed customers6 records
Segments1 record
Ideal customer profiles1 record
EquityPlus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
EquityPlus partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights4 records
EquityPlus competitors and assessment
Company assessmentBroad incumbents
- Freedom Mortgage: Freedom Mortgage is a major U.S. mortgage lender and servicer handling billions in loans with integrated payment management for borrowers. A broad incumbent in mortgage finance that competes for the same consumer relationships EquityPlus serves.
- LoanDepot: LoanDepot is a major national mortgage lender offering purchase, refinance, and home equity loans with integrated digital servicing tools. Comparable as a broad incumbent in mortgage finance with payment scheduling capabilities that overlap with EquityPlus's bi-weekly acceleration value proposition.
- Rocket Mortgage: Quicken Loans' Rocket Mortgage is the largest U.S. mortgage originator and offers its own digital mortgage management tools including accelerated payment scheduling. Directly comparable as it provides mortgage origination and increasingly serves consumers seeking digital home finance experiences.
- Wells Fargo Home Mortgage: Wells Fargo offers mortgage origination and servicing with bi-weekly payment scheduling options available free to borrowers. A key broad incumbent whose free bi-weekly payment offering represents direct competitive pressure on EquityPlus's value proposition.
- NewRez: NewRez is a national mortgage lender and servicer providing home purchase, refinance, and servicing products. A broad incumbent with payment management infrastructure serving homeowners across the U.S. market.
- Chase Home Mortgage: Chase offers mortgage origination and servicing to millions of U.S. homeowners with payment management tools. A broad incumbent whose scale and digital infrastructure could absorb the niche service EquityPlus provides.
- United Wholesale Mortgage: United Wholesale Mortgage is one of the largest U.S. wholesale mortgage lenders offering origination and servicing tools to brokers and consumers. A broad incumbent operating at scale in the same mortgage finance ecosystem as EquityPlus.
- Bank of America Mortgage: Bank of America provides mortgage products with payment flexibility options including accelerated payment scheduling. A broad incumbent in mortgage finance offering comparable consumer-facing tools that may substitute for EquityPlus's services.
Emerging players
- Better.com: Better.com is a digital mortgage lender offering streamlined online mortgage origination and refinancing. An emerging fintech player bringing fully digital mortgage experiences that younger homeowners may prefer over EquityPlus's traditional enrollment process.
- SoFi: SoFi is a digital-first personal finance company offering mortgages alongside student loan refinancing, personal loans, and financial planning. An emerging player bringing a modern, mobile-first experience to mortgage products that contrasts with EquityPlus's traditional phone/web model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
EquityPlus social profiles
Digital presenceEquityPlus compliance and trust
Trust signalCompliance5 records
EquityPlus financial estimates
Financial estimateRevenue estimate
Valuation estimate
EquityPlus leadership team
Management profileNumber of profiles
EquityPlus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
EquityPlus 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 EquityPlus
What does EquityPlus do?
EquityPlus administers a bi-weekly mortgage acceleration program for individual homeowners. Every two weeks, the company drafts half of the customer's monthly mortgage payment from their checking account and remits those funds toward the homeowner's mortgage principal, enabling faster payoff and significant interest savings. The service includes an 8-step online enrollment process, an online savings calculator, and ongoing customer support.
Is EquityPlus a public or private company?
EquityPlus is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was EquityPlus founded?
EquityPlus was founded in 1982. It employs 51 to 100 people.
Where is EquityPlus based?
EquityPlus is headquartered in Weatherford, United States, in the North America region.
How does EquityPlus make money?
Two revenue lines are on record. Enrollment Fee is the primary driver. The others are transaction/Bank Transfer Fees.
Who are EquityPlus's main competitors?
Broad incumbents on record are Freedom Mortgage, LoanDepot, Rocket Mortgage, Wells Fargo Home Mortgage, NewRez, Chase Home Mortgage, United Wholesale Mortgage and Bank of America Mortgage. Emerging players are Better.com and SoFi.
Does EquityPlus have an API?
No public API is recorded for EquityPlus.