ROOTS
ROOTS is a Hong Kong-based digital mortgage platform that connects individual property buyers with 17+ banks through an AI-powered assessment tool and online application system, earning revenue from bank referral commissions while also offering insurance, renovation, and UK property services.
- Company typePrivate
- Founded2018
- HeadquartersHong Kong, Hong Kong SAR China
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What ROOTS does
ROOTS (legal entity: Millennials Mind Limited, brand: ROOTS上會) is a Hong Kong-based digital mortgage platform founded in 2018 that operates as a fintech intermediary connecting property buyers with mortgage products from 17+ Hong Kong banks. Its core product surface includes what the company describes as Hong Kong's first online mortgage application form that simultaneously submits to multiple lenders, a proprietary A.I. Mortgage Assessment tool that predicts approval probability, affordability, mortgage rates, and cashback offers, a smart mortgage calculator, and a rate/cashback comparison service. The platform targets individual property buyers across segments including first-time buyers, upgraders, investors, refinancers, the self-employed, and retirees in Hong Kong.
Revenue is generated through affiliate referral commissions from partner banks when customers successfully complete mortgage applications via the platform, with the service offered free to mortgage applicants. The go-to-market is product-led and digital-first, leveraging content marketing, social media (Facebook, Instagram, YouTube), and direct WhatsApp-based advisory. The company is a Cyberport member company, an ETNet Fintech Awards 2019 recipient, and has reportedly processed over HK$10 billion in mortgage applications across 6,000+ customers, supported by a small (1–10 employees) team claiming 20+ years of industry experience.
Beyond the mortgage core, ROOTS has expanded into adjacent property services: UK property investment advisory, fire and home insurance referrals through a partnership with OneDegree, and renovation referrals through a partnership with 好師傅 (Good Master). The website also lists property finance, mortgage and legal services, engineering/surveying/valuation, and property management and rental services, indicating a broader property services marketplace strategy rather than a pure mortgage broker model.
ROOTS firmographics
Firmographics- Name
- ROOTS
- Legal name
- Millennials Mind Limited
- Website
- https://hkroots.io
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ROOTS is a Hong Kong-based digital mortgage platform that connects individual property buyers with 17+ banks through an AI-powered assessment tool and online application system, earning revenue from bank referral commissions while also offering insurance, renovation, and UK property services.
- Ownership category
- akta.pro rank
ROOTS industry classification
Industry- Product category
- Mortgage Brokerage Services
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310), Real Estate Credit (522292)
- SIC
- Loan Brokers (6163)
- akta.pro primary industry
- Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)
- akta.pro secondary industries
- Consumer Direct / Online Mortgage Origination (FSALAAAB), Loan Origination Platforms (LOS) & Digital Application Journeys (FSAGAHAA)
Keywords
Where ROOTS is headquartered
LocationHeadquarters
- HQ city
- Hong Kong
- HQ country
- Hong Kong SAR China
- HQ region
- Asia
Offices1 record
Markets served
ROOTS business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Bank Referral Commission: ROOTS上會 provides free mortgage services to customers and earns commissions from banks and financial institutions when customers successfully complete mortgage applications through their platform. The platform facilitates introductions between customers and banks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free mortgage application service for customers |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
ROOTS product offering
Product offeringCore offering
ROOTS is Hong Kong's first online mortgage platform (上會平台) that combines an AI-powered mortgage approval assessment tool, an online multi-bank mortgage application form, a bank mortgage rate and cashback comparison service, and smart mortgage calculators. The platform matches individual property buyers with suitable bank mortgage products free of charge, earning referral commissions from partner banks. Beyond consumer mortgages, ROOTS also delivers property financing, mortgage, and legal services for owners, plus engineering/surveying/valuation and property management/leasing services for enterprises and high-net-worth investors.
Product overview
ROOTS上會 is Hong Kong's first 'mortgage platform' (上會平台) that provides a technology-driven one-stop property advisory service. The core offering consists of four integrated digital products: (1) A.I.按揭評估 - an AI-powered mortgage assessment tool that predicts approval probability; (2) 網上按揭申請表 - Hong Kong's first online mortgage application that submits to multiple banks simultaneously; (3) 按揭利率回贈比較 - a comparison tool for mortgage rates and cashback offers; and (4) 按揭計算機 - smart mortgage calculators for stress tests and payment calculations. The platform also offers traditional services including bank mortgages, finance company mortgages, UK property services, and a comprehensive BLOG content hub. Supported by a team with over 20 years of experience, the company leverages fintech innovation to help property investors navigate the Hong Kong mortgage market.
Differentiator
Problem solved
Functional benefit
Products and services
- AI Mortgage Approval Assessment (A.I.按揭批核評估)
Quantifiable outcome
- Successfully processed HK$10 billion+ in mortgage applications
- +1 more outcomes
Companies that use ROOTS
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles2 records
ROOTS 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
ROOTS partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- 數碼港 (Cyberport)coreROOTS上會 is an official member company of Cyberport, Hong Kong's fintech hub. Being a Cyberport member indicates support for fintech innovation and access to resources for technology development.
- OneDegreeminorPartnership for fire insurance and home insurance products. ROOTS上會 refers customers to OneDegree for insurance needs, with OneDegree offering preferential rates to ROOTS customers including HK$200 supermarket vouchers and discounted premiums.
- Hong Kong Banks (匯豐, 中國銀行, 恆生, 渣打, 花旗, 東亞, 工商銀行, 富邦, 中信, 交通銀行, 南洋商業銀行, 星展, 創興, 集友, 大眾, 華僑永亨, 招商永隆)coreROOTS上會 works with over 17 banks to provide mortgage products to customers. The platform acts as a referral channel, submitting applications to multiple banks on behalf of customers. Banks provide mortgage products and pay referral commissions to ROOTS.
- 好師傅 (装潢合作)minorPartnership for renovation services, offering ROOTS customers exclusive cash coupons, free consultation, home measurement quotes, inspection services, and renovation project discounts.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
ROOTS competitors and assessment
Company assessmentEmerging players
- Spacious: Hong Kong online property marketplace with mortgage tools and agent matching. Comparable HK focus and digital property buyer funnel, though with broader property search rather than mortgage-first positioning.
- 10Life: Hong Kong insurance and financial product comparison platform with AI-driven recommendations. Comparable in Hong Kong fintech positioning and AI-led comparison, though focused on insurance rather than mortgages.
- GoLend: Hong Kong online lending marketplace connecting borrowers with multiple lenders. Comparable business model (digital loan intermediation) and target market, though more weighted to personal/business loans than mortgages.
Regional players
- RateCity: Australia-based financial product comparison platform (mortgages, credit cards, deposits). Comparable in marketplace/lead-routing model, but serves Australia rather than Hong Kong.
- Money101: Taiwan-based financial product comparison platform with educational content and product comparison. Comparable in Asian-market fintech comparison model, though operating in a different geography.
- Midland Realty (Mortgage Referrals): One of Hong Kong's largest property agencies, offering mortgage referral as an adjunct to property sales. Comparable in HK mortgage referral economics and bank relationships, though embedded within a traditional real estate agency model.
Direct peers
- MoneyHero (CompareHero Group): Hong Kong's leading financial product comparison platform covering credit cards, loans, and insurance. Directly comparable to ROOTS in its marketplace/rate-shopping model and Hong Kong focus, though ROOTS specializes more narrowly in mortgages.
- iCompare: Hong Kong mortgage and loan comparison platform that aggregates bank offers for borrowers. Closely comparable in target customer (HK property buyers) and core service (mortgage rate comparison and referral).
Broad incumbents
- LendingTree: U.S.-based leading online lending marketplace operating a multi-product loan comparison platform. Directly comparable in core mortgage comparison and referral model, but at much larger scale and broader product set.
- HSBC Hong Kong (Mortgage Division): Hong Kong's largest mortgage originator with proprietary digital application tools. Comparable in that it is the dominant bank on the ROOTS partner list and a potential disintermediator as it expands direct digital channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
ROOTS social profiles
Digital presenceROOTS financial estimates
Financial estimateRevenue estimate
Valuation estimate
ROOTS leadership team
Management profileNumber of profiles
ROOTS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ROOTS 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 ROOTS
What does ROOTS do?
ROOTS is Hong Kong's first online mortgage platform (上會平台) that combines an AI-powered mortgage approval assessment tool, an online multi-bank mortgage application form, a bank mortgage rate and cashback comparison service, and smart mortgage calculators. The platform matches individual property buyers with suitable bank mortgage products free of charge, earning referral commissions from partner banks. Beyond consumer mortgages, ROOTS also delivers property financing, mortgage, and legal services for owners, plus engineering/surveying/valuation and property management/leasing services for enterprises and high-net-worth investors.
Is ROOTS a public or private company?
ROOTS is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ROOTS founded?
ROOTS was founded in 2018. It employs 1 to 10 people.
Where is ROOTS based?
ROOTS is headquartered in Hong Kong, Hong Kong SAR China, in the Asia region.
How does ROOTS make money?
One revenue line is on record: bank Referral Commission.
Who are ROOTS's main competitors?
Emerging players on record are Spacious, 10Life and GoLend. Regional players are RateCity, Money101 and Midland Realty (Mortgage Referrals). Direct peers are MoneyHero (CompareHero Group) and iCompare. Broad incumbents are LendingTree and HSBC Hong Kong (Mortgage Division).
Does ROOTS have an API?
No public API is recorded for ROOTS.
What industry is ROOTS in?
ROOTS's product category is Mortgage Brokerage Services. Its primary akta.pro industry code is FSALABAJ, Mortgage Comparison, Marketplace & Rate-Shopping Platforms, with a secondary code of FSALAAAB, Consumer Direct / Online Mortgage Origination. Its NAICS code is 522310 and its SIC code is 6163.