Hometap Evolves Brand to Reflect Growing Role in Helping Homeowners Thrive Amid Changing Homeownership Realities

The updated brand identity highlights Hometap’s next stage of growth while reinforcing its enduring commitment to easing the costs and challenges of homeownership

BOSTON--(BUSINESS WIRE)--Hometap, the Boston-based financial technology company pioneering modern home equity solutions, today announced a refreshed brand identity that reflects its next stage of growth and reinforces its commitment to homeowners facing today’s shifting housing realities. Against a backdrop of rising costs, tighter budgets, and limited options for accessing home equity, Hometap’s evolved brand underscores its mission of making homeownership less stressful and more accessible.

The brand refresh introduces a new tagline, Invested in Homeowners, a message that embodies both Hometap’s financial investments in homes and its enduring commitment to the people who live in them. The redesigned logo, which symbolizes Hometap as part of the broader Homeownership journey, draws inspiration from a pie chart and is anchored by a modern purple color palette that conveys curiosity, innovation, and optimism. Together, the updated identity signals the company’s momentum as it expands beyond its flagship home equity investment (HEI) product to deliver broader solutions for homeowners nationwide.

“For too many homeowners, the accomplishment of owning a home is weighed down by the realities of tight budgets, unexpected expenses, and limited options for accessing their equity. What should feel like a foundation for stability and opportunity instead becomes another source of stress,” said Rachel Keohan, Chief Marketing Officer of Hometap. “Our refreshed brand is about more than a new look — it’s about reaffirming our promise to meet homeowners where they are, with solutions that are clear, transparent, and built around their needs. We want homeowners to feel confident not only in the decisions they make today, but in their long-term ability to get more out of homeownership.”

With more than $2 billion deployed to over 20,000 homeowners to date, Hometap enters this new phase with increased momentum and a reinforced focus on helping homeowners navigate the financial realities of homeownership. Through this brand evolution, Hometap emphasizes its leadership in shaping a modern category of home equity solutions designed for today’s housing market.

To explore the updated brand identity and learn more about Hometap, visit https://www.hometap.com/blog/new-brand-next-chapter.

About Hometap

Founded in 2017, Hometap is a Boston-based fintech company on a mission to make homeownership less stressful and more accessible. Starting with its industry-leading home equity investment product, the company has helped over 20,000 homeowners across the U.S. access their home equity without having to take on additional monthly payments or sell their home. Hometap expanded its suite of innovative financial products and services in 2022 with the Home Equity Dashboard. This digital platform is designed to help homeowners at every stage of their journey make more informed financial decisions about their home — and take action on those decisions — with confidence. Learn more at hometap.com.